Marketing Decision Support
Developing Open Minds in MarketingMar 13, 2020
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/NoiseMar 13, 2020 Healey Cypher, Chief Operating Officer, Atomic
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 DataMar 05, 2020
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?Jan 6, 2020 Evert de Haan, 2020, 20-101
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 DecisionsDec 10, 2019 Ofer Mintz, Yakov Bart, Peter Lenk, and David J. Reibstein, 2019, 19-135
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.
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