Topic: Marketing Analytics

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Measure for Measure: How Marketing Metrics Have Evolved

January 12, 2021

  For most companies, one of the key aspects to any new or ongoing initiative is being able to measure return on investment or ROI. How do we know that what we’re doing is paying off, or working better than what we’ve tried before? In the book, Marketing Metrics: The Manager’s Guide to Measuring Marketing […]

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Marketing the Future: How Data Analytics Is Changing

November 24, 2020

This article originally appeared in Knowledge@Wharton Data analytics helps marketers learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoop of chocolate ice cream. Data is ubiquitous, essential and beneficial — except when it’s not. Experts warn that data analytics is at an inflection point. Growing concerns […]

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The Fox News Effect: How Media Messaging Has Consequences for Your Well-Being

November 24, 2020

  As COVID-19 cases continue to rise across the country, Americans remain widely divided in their compliance with recommended public health protocols. New research co-authored by Marketing Science Institute Academic Fellow Jean-Pierre Dubé finds that Fox News viewership is one reason why. Dubé, a marketing professor at the University of Chicago’s Booth School of Business […]

MSI Best Paper: Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales?

April 27, 2015

MSI Best Paper: Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales? Apr 27, 2015 At the Spring MSI Trustees meeting, Koen Pauwels of Turkey’s Ozyegin University and Bernadette van Ewijk of AiMark were announced as the winners of MSI's…

Top Paper Makes the Case for Customer Engagement Metrics

January 22, 2015

Top Paper Makes the Case for Customer Engagement Metrics Jan 22, 2015 "Taking the Customer’s Point-of-View: Engagement or Satisfaction?" by Bobby Calder, Mathew Isaac, and Edward  Malthouse earned the 2014 

MSI “Best Paper” Looks at Social Contagion in New Product Adoption

April 24, 2013

MSI “Best Paper” Looks at Social Contagion in New Product Adoption Apr 24, 2013 Marketers know that social contagion can help new products gain traction, but to design effective campaigns they need to understand how and why. 

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