Metrics: Financial and Nonfinancial
How Salesforce Measures Marketing SuccessMar 19, 2020 Srinivas Vemuru, Senior Director of Marketing Data Intelligence, Salesforce
Salesforce helps its sales and marketing teams achieve and measure success, using a suite of metrics that gives them a clear look into an account’s engagement with everything from website to events, from content to campaigns, from webinars to emails.
_Poster: Customer Review EcosystemMar 12, 2020 Su Jung Kim, University of Southern California
Su Jung Kim features a series of studies that examine the financial impact of online reviews and provides findings from analyses of online review and purchase data from a large online retailer in the U.S.
The Incremental Value of Unstructured Data in Predicting Customer ChurnMar 9, 2020 Evert de Haan and Elena Menichelli, 2020, 20-105
Firms collect a lot of unstructured written data from customers. Is there value in collecting, storing, and analyzing this data to improve predictions of customer churn? This study, based on data from 50,000 telecom customers, suggests that the answer is yes.
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.
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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