Metrics: Financial and Nonfinancial
How Online Display Ads Work: Lessons from 432 Field ExperimentsFeb 28, 2019 Garrett Johnson, Boston University
Garrett Johnson will discuss lessons from 432 online display ad field experiments on the Google Display Network.
Causal Measurement: Not for the Casual ScientistFeb 28, 2019 Robert Moakler, Facebook
In this presentation Facebook will discuss the realities of implementing experiments, industry barriers and what we think the future of measurement will look like.
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.
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