Just like Shaun White’s double-corked 1440s in the Winter Olympics, you can do a lot of complex activity in Marketing Analytics. But if you don’t stick the landing, it doesn’t really count.
Gerard J. Tellis (University of Southern California) reflects on day one of New Perspectives on Marketing Analytics.
Mobile in-app advertising is growing in popularity. While these ads have excellent user-tracking properties through mobile device IDs, they have raised concerns among privacy advocates.
Attribution models are based on the premise that that pre-purchase engagement with ads can help predict the effectiveness of ads. However, spurious correlations between customer intent and customer behavior make this a challenging exercise that often yields biased estimates of ad effectiveness.
Dan will discuss new ways of valuing corporations from the “bottom up”—i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard “top down” methodologies that dominate current valuation practice.
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