Metrics: Financial and Nonfinancial
Closing Thoughts: Harnessing Marketing Analytics for Business ImpactFeb 09, 2017 Randolph E. Bucklin
Concluding remarks from MSI February 2017 conference, "Harnessing Marketing Analytics for Business Impact"
Causality, Optimality, and Marketing ModelingFeb 09, 2017 Peter E. Rossi, University of California, Los Angeles
The role of causal inference is to establish the true effect sizes for various marketing actions. As such, causal inference relies heavily on counterfactual reasoning. Peter Rossi will review the basics of causal inference and provide examples of valid reasoning and challenges for existing practices.
TV Ads and Search Spikes: Toward a Deeper UnderstandingFeb 09, 2017 Kenneth C. Wilbur, University of California, San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to "mundane" TV ads. The question is, does search reliably predict intent?
Advertising Spending in the Digital AgeFeb 09, 2017 Shuba Srinivasan, Boston University
Much has been learned about the impact of advertising on business performance. But do these lessons still hold in the digital age?
Two Views on the Future of Marketing AnalyticsFeb 09, 2017 Koen Pauwels, Özyeğin University
What does the future hold? Deep learning, self-service analytics, confirmation bias, fast hypothesis testing, augmented reality, IoT?
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