Webinars
MSI Webinar: Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer Packaged Goods
This webinar is based on an MSI working paper of the same name, which analyzes how cognition, affect and experience mediate advertising effects on sales, using data from 178 fast-moving consumer goods brands in 18 categories over seven years. During this session, the speakers will show how the traditional Hierarchy of Effects (HoE) model holds up well but varies across CPG brands with the primary sequence being affect → cognition → experience (ACE).
speakers
Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative. He was Principal Research Scientist at Amazon Ads, with brand building and budget allocation recommendations reaching hundreds of thousands of advertisers. Koen received his Ph.D. from UCLA, where he was chosen Top 100 Inspirational Alumnus. After getting tenure at the Tuck School of Business at Dartmouth, he helped build the startup Ozyegin University in Istanbul. Named a worldwide top 2% scientist, and 'The Best Marketing Academic on the Planet', Koen published over 100 articles on marketing effectiveness. This research was awarded by both managers and academics. Koen is the editor-in-chief of the International Journal of Research in Marketing. His books include 'Modeling Markets' and 'Advanced Methods for Modeling Markets' for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers.
