Metrics: Financial and Nonfinancial
Demonstrating the Value of MarketingOct 25, 2016
Webinar featuring Dominique Hanssens, University of California, Los Angeles and Koen Pauwels, Ozyegin University
In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.
Marketing Assets and Firm ValueJul 21, 2016
In a meta-analysis based on 83 studies, Alexander Edeling and Marc Fischer make the case for marketing investment (from Empirical Generalizations about Marketing Impact, 2nd ed.).
The Dark Side of Mobile Channel Expansion StrategiesJul 21, 2016 Ju-Yeon Lee, Mengzhou Zhuang, Irina V. Kozlenkova, and Eric (Er) Fang, 2016, 16-119
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset MetricsJul 6, 2016 Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor, 2016, 16-115
How managers can leverage owned social media, new product announcements, and advertising to positively shape conversations on social media and improve customer mindset and firm performance metrics.
eWOM and Product SalesJun 09, 2016
In an award-winning article, Ya You, Gautham Vadakkepatt, and Amit Joshi undertake a meta-analytic review of 51 studies to shed light on whether, how, and under what conditions eWOM works. (From Empirical Generalizations about Marketing Impact, 2nd. ed.)
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