Research Methods and Tools
How to Use Common Customer Metrics to Enhance Firm Valuation ModelsMay 16, 2017
Webinar featuring Peter S. Fader, University of Pennsylvania
Peter Fader will discuss new ways of valuing corporations from the "bottom up"—i.e., determining the forward-looking financial value of the customer base-as a complementary perspective to the standard "top down" methodologies that dominate current practice.
Applying Neuroscience to Market Research in Advertising and BrandingApr 27, 2017 Webinar featuring Deepak Varma, Global Head of Neuroscience Insights, Millward Brown, Inc.
Deepak Varma will present new applications of neuroscience to market research in advertising and branding.
Harnessing Marketing Analytics for Business ImpactPrepared by Jessica Jumee Kim, Keunwoo Kim, Kalyan Rallabandi, and Dan Yavorsky, 2017, 17-300
Co-sponsored by the UCLA Morrison Center for Marketing and Data Analytics, this conference offered views from the forefront of data science and marketing analytics. Industry and academic leaders presented the latest research and case studies on how firms can deploy analytics beyond advertising to innovation, distribution and pricing for maximum impact.
Best Practices in Marketing ROI Performance ManagementMar 23, 2017
Webinar featuring Michael Cohen, Convertro and Jim Spaeth, Sequent Partners
Today it seems everyone and anyone is collecting and aggregating big data. But that doesn’t mean it’s providing value. The challenge is twofold: first, ensuring sufficient data integrity and second, using sound marketing science to fuel smarter marketing.
“Quick Talks” Highlight Marketing Impact of New ResearchJan 04, 2017
At MSI’s November 2016 Board of Trustees Meeting, Ashlee Humphreys, Paul Fombelle, and Stephen Spiller discussed their latest research, offering new consumer insights with practical applications for marketers.
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