Marketing Topics

Developing Open Minds in Marketing

Gerald Zaltman, Harvard Business School

Today’s disruptive marketing environment demands an open mind. Harvard's Gerald Zaltman identifies several qualities of an open mind and ways of putting them into practice.

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.