Marketing Topics

How Venture Builders Use Performance Marketing to Determine Signal/Noise

The boundaries between marketing and product blend further, and the Venture Builder community is pushing the boundaries of predictive marketing and what the new success criteria look like.

Creating Optimal Marketing Budget Allocation: With and Without Data

Koen Pauwels, Northeastern University

Northeastern's Koen Pauwels presents the basic principles, applications, and caveats for "optimal" marketing budget and spending allocation rules, including how to intuitively apply a key formula even in the absence of data, and how and where quantitative data and analysis adds to managerial intuition.

Satisfaction Surveys or Online Sentiment: Which Best Predicts Firm Performance?

Customer satisfaction is an important driver and predictor of purchase behavior and firm performance. Managers traditionally use customer satisfaction surveys…

Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions

How are managers navigating in the sea of metrics now available for decision making? This framework captures managerial preferences and trade-offs in different business contexts. The results can be used to build customized dashboards to improve managerial decision quality.

Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes

The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.