Metrics: Financial and Nonfinancial
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesFeb 28, 2019 Martyn Crook, Vice President Advanced Analytics & Marketing Science, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
Linking Clicks to Bricks: Spillover Benefits of Online AdvertisingFeb 28, 2019 Vibhanshu Abhishek, University of California, Irvine
While email ads allow firms to target consumers with promotions, are they effective in increasing offline revenues for firms that predominantly sell in brick-and-mortar stores?
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
Based on a behavioral framework and statistical model, researchers investigate: which metrics are associated with better or worse decision outcomes. On average in their sample, marketing-mix metrics are more effective than financial and yet managers seem more hesitant to use them - perhaps because financial metrics are easier to understand across the organization.
Value-Based Brand Exploitation Strategy to Grow Firm ValueOct 8, 2018 Marc Fischer, Max Backhaus, and Tobias Hornig, 2018, 18-127
This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers. With a sample of 600+ firms from 2005-2013, they find substantial across-firm and across-industry variation. Overall, earnings growth and sustainability of excess return are the most influential drivers for most firms and industries.
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
Current incentives may tempt CMOs to engage in “myopic marketing management” for short-term results at the expense of long-term business performance. Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
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