Metrics: Financial and Nonfinancial
Right Metric for the Right Decision: A Behavioral Model to Infer Metric Effectiveness in Managerial Marketing-Mix Decision-MakingFeb 6, 2019 Ofer Mintz, Timothy J. Gilbride, Peter Lenk, and Imran S. Currim, 2019, 19-107-01
Which metrics are most effective for different marketing-mix decisions? Among 24 metrics investigated here, awareness and willingness-to-recommend stand out as "silver bullets."
Value-Based Brand Exploitation Strategy to Grow Firm ValueOct 8, 2018 Marc Fischer, Max Backhaus, and Tobias Hornig, 2018, 18-127
Should firms leverage brand equity to drive the profit margin or to grow the business? This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers.
How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing MyopiaMar 5, 2018 Martin Artz and Natalie Mizik, 2018, 18-105-03
Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
Reflections on the Day: Classifying Marketing AnalyticsFeb 22, 2018 Gerard J. Tellis, University of Southern California
Gerard J. Tellis (University of Southern California) reflects on day one of New Perspectives on Marketing Analytics.
Customer Based Corporate ValuationFeb 22, 2018 Daniel McCarthy, Emory University
Dan will discuss new ways of valuing corporations from the “bottom up”—i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard “top down” methodologies that dominate current valuation practice.
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