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.
A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption.
Stay informed of the latest research and events