Dec 10, 1:00 PM EST 

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What Do You Know Of Marketing Metrics?

Marketing metrics help track your marketing performance, but unfortunately, there is not a common understanding even within companies of what is actually being measured. What can you do to improve your knowledge of how the score is kept to better steer your marketing efforts, improve communications, and advance your own career? The authors of Marketing Metrics: The Managers Guide to Measuring Marketing Performance share their advice. Paul Farris, professor emeritus at the Darden School (University of Virginia), Dave Reibstein, chaired professor at the Wharton School (University of Pennsylvania) and Neil Bendle, associate professor at Terry College (University of Georgia) discuss common misconceptions about marketing metrics and show you how to master them.

 

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David J. Reibstein

University of Pennsylvania

Professor David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. He was previously on the faculty at Harvard Business School, and a visiting Professor at Stanford Business School, and INSEAD in France. Professor Reibstein’s research focuses on competitive marketing strategies, marketing metrics, branding, and product line decisions, among other issues. His research on competitive marketing strategies addresses competitors’ reactions to marketing actions, offering companies insight into ways to anticipate these reactions and use them as a part of strategizing. His marketing metrics work has focused on linking marketing metrics to financial consequences, resulting in his widely read book Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance. He has authored numerous articles appearing in major marketing journals, including Journal of Marketing Research, Marketing Science, Harvard business Review, Journal of Advertising Research, Journal of Marketing and Journal of Consumer Research. Professor Reibstein has run executive programs for over 300 companies around the world. He has been actively involved as a consultant with a number of major companies as well as several startups. Professor Reibstein was a co-founder of Bizrate.com (Shopzilla) and on the founding board of And1, the basketball apparel company. He has also served on the board of The Fleisher Art Institute, and several other companies. Dave was appointed by Bud Selig, the commissioner of Major League Baseball, to a Blue Ribbon Special Task Force working to address the issues facing MLB today. Professor Reibstein has been researching the economic impact of the brands of nations. In January 2016, he released the inaugural Best Countries report at the World Economic Forum in Davos, Switzerland. In partnership with U.S. News & World Report and WPP’s BAV Consulting, the Best Countries report ranked 60 top nations based on the perceptions of 16,000+ global participants. Most recently, the fourth edition of the Best Countries was released in Washington, D.C. Professor Reibstein is the Past Chairman of the Board of Directors of the American Marketing Association. A former Executive Director of the Marketing Science Institute, he consults extensively with companies worldwide, including Google, British Airlines, Genentech, Roche Pharmaceuticals, GE, Lutron, and Dow Chemical. He is currently a board member of the Philadelphia Ballet. He was the host for the weekly radio show Measured Thoughts on Wharton Business Radio, Channel 132 on SiriusXM, which can be seen on www.measuredthoughts.com. Professor Reibstein is a dynamic, award-winning teacher who has been honored with more than 30 teaching awards. In 2005, he received the John S. Day Distinguished Alumni Academic Service Award from Purdue University's Krannert School of Management, an honor given to a graduate whose service within the academic community reflects the spirit and service of former Krannert Dean John Day. His teaching interests include Marketing Strategy in the MBA Program, as well as teaching Competitive Marketing Strategy, Marketing Metrics, Pricing Strategies, and other programs for Wharton Executive Education. Professor Reibstein received his Ph.D. from Purdue University and his B.S. and B.A. degrees from the University of Kansas.

Neil Bendle

University of Georgia

Neil Bendle is an associate professor of marketing at the Terry College of Business, University of Georgia. He is the Chair of the Marketing Accountability Standards Board (MASB) Advisors. Neil’s most significant work experience came from managing the finances of the Labour Party in the UK. He also worked in audit at KPMG and is a Fellow of the Association of Chartered Certified Accountants. Neil’s academic background involves a PhD at the Carlson School of Management, University of Minnesota and an MBA from the Darden School of Business, University of Virginia. He also completed ancient history studies in England at Liverpool (MA) and Nottingham (BA) universities. At Ivey Business School from 2010-20 he taught Competition and Competitor Analysis, a combination of game theory, marketing strategy and decision making. He also taught Measurable Marketing, a combination of marketing and finance, consumer insights and how numbers should, or occasionally shouldn’t, drive marketing strategy. His PhD seminar on Decision Making focused on decision theory, behavioral/experimental economics and evolutionary theory. At Terry College Neil is teaching Marketing Strategy in the undergraduate program and Applied Marketing Research Techniques in the Master of Marketing Research program. Marketing Metrics: The Managers Guide to Measuring Marketing Performance 4th Edition, coauthored with Paul Farris, Phil Pfeifer and David Reibstein, is perhaps the key text on marketing metrics. While his Behavioral Economics for Kids cartoon book is a fun introduction to the subject. Neil has published articles in major academic journals, Marketing Science, Journal of Consumer Research, Management Science, International Journal of Research in Marketing, and the Journal of the Academy of Marketing Science (where he serves on the Editorial Review Board). He has also written for more practitioner focused outlets, such as the MIT Sloan Management Review, and Business Horizons.

Paul Farris

University of Virginia

Paul W. Farris is the Emeritus Landmark Communications Professor of Business at the University of Virginia's Darden Graduate School of Business Administration. His doctorate is from the Harvard Business School, where he taught before his appointment at the University of Virginia. His MBA is from the University of Washington and his undergraduate degree from the University of Missouri. He has also served in in the U.S. Army, worked in marketing management for UNILEVER, Germany and in account management for the LINTAS advertising agency. Professor Farris has authored or co-authored twelve books and over eighty articles. He has co-authored award-winning articles on distribution and marketing metrics, retailer power, dynamics of marketing strategy, and marketing budgeting. He is a current or past member of the editorial boards for the Journal of Marketing, the Journal of Retailing, Journal of Advertising Research, Marketing – a Journal of Research and Management, the International Journal of Advertising, and also served as an Academic Trustee of the Marketing Science Institute. Marketing Metrics: 50+ Metrics Every Executive Should Master, now in the fourth edition, was selected by Strategy + Business, as “2006 Marketing Book of the Year.” His 2015 co-authored paper on clarifying marketing ROI received was the Marketing Science Institute’s most frequently downloaded paper. Professor Farris has consulted for many international companies, including Google, Apple, Kroger, Best Buy, and Procter & Gamble. He has provided expert witness testimony in a number of lawsuits involving marketing and distribution practices. Professor Farris has also served as a director on the boards of six companies, including retailers, manufacturers, and distributors.

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Dec 10, 1:00 PM EST

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