Marketing Topics

Subscription Programs and Customer Behavior

Raghu Iyengar will discuss the causal effect of customers’ adoption of a subscription program on their subsequent purchases. 

Getting Beyond the Obvious: Finding Real Insight in a World Overflowing with Data

Liam Fahey, Partner, The Leadership Forum

Liam Fahey will outline an innovative process that can help your organization develop a richer understanding of your marketplace, leading to more effective strategies and action plans. 

The Causal Effect of Service Satisfaction on Customer Loyalty

What is the real value of customer satisfaction and loyalty? Using an instrumental variables approach, these authors find that firms may be underestimating the gains in customer lifetime value from improving service satisfaction.

Test & Learn: Systematic Process to Validate Results and Performance

Michael Cohen, Marketing Evolution and Elea Feit, Drexel University

This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.

Measuring Customer Experiences: A Text-Based and Pictorial Scale

Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.