Topic: Marketing ROI
UncategorizedBeyond the Pandemic: Eight Principles Marketers Can Use to Find Opportunities in Crises
January 14, 2021
Legendary marketing professor and consultant Philip Kotler has a stern warning for practitioners who are simply muddling through the coronavirus pandemic, waiting for a return to normal. That kind of complacency is a business killer, he says. “Marketing is no longer placing some ads in broadcast and print, and pricing your product. That’s the old […]
UncategorizedMeasure 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 […]
UncategorizedWhy Startups Should Make Marketing a Priority
December 13, 2020
Getting a new business off the ground is hard. It’s so hard that 90% of them fail in the first year and only half make it to five years. The operational demands and financial constraints that start-ups face often push marketing far down a long list of priorities for founders who are struggling to turn […]
UncategorizedWhen Multichannel Marketing Doesn’t Work: A Better Strategy for Loyal Customers
December 13, 2020
Multichannel may be the holy grail of marketing, but it doesn’t work in every case or for every consumer. A new study finds that firms with multiple brands may yield a bigger payoff by following a single-channel marketing strategy, especially with the most loyal customers who shop the highest tier of product offerings. “In contrast […]
UncategorizedThe 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 […]
UncategorizedDo Offline and Online Marketing Go Hand in Hand?
October 23, 2020
With many companies focusing their marketing efforts on digital channels, direct mail can seem like an analog dinosaur. It’s easy to cast aside this traditional medium as antiquated and irrelevant against powerful platforms such as Facebook, Twitter and email, which can integrate video and use data analytics to target messages to a specific audience. But […]
2015 MSI H. Paul Root Award Announced
June 8, 2016
2015 MSI H. Paul Root Award Announced Jun 08, 2016 Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi are the recipients of the 2015 MSI H. Paul Root Award for their article, "A Meta-Analysis of Electronic Word-of-Mouth Elasticity,” which appeared in the March 2015 issue of Journal of Marketing.
Most-downloaded Paper Tackles Marketing ROI “Ambiguity”
February 10, 2016
Most-downloaded Paper Tackles Marketing ROI “Ambiguity” Feb 10, 2016 “Marketing Return on Investment: Seeking Clarity for Concept and Measurement” by Paul Farris, Dominique Hanssens, James Lenskold, and David Reibstein earned the 2015 MSI Top Download Award.
Open-Source Library Aims to Overcome Marketing Language Barrier
August 7, 2014
Open-Source Library Aims to Overcome Marketing Language Barrier Aug 07, 2014 Launched in August, the “Common Language in Marketing” project is an open-source, curated library of advertising and marketing terminology and metrics.