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.
Social Media Management from a Cultural PerspectiveMay 11, 2017
Webinar featuring Ashlee Humphreys, Northwestern University
Based on her recent book Social Media: Enduring Principles, Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.
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.
Innovation Equity: How to Combine Demand Forecasting and Customer Management Principles to Determine What an Innovation is Really WorthApr 13, 2017
Webinar featuring Elie Ofek, Harvard University
Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management.
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.