Research Methods and Tools
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, Jan F. Klein, and Michael Paul, 2019, 19-119
These two scales - one text-based and one icon-based - can provide marketers precise measures of CX performance in real time.
If Measurement Isn’t Your Top Strategic Priority, Here’s Why It Should BeApr 09, 2019 David Kaul, Director of Measurement & Analytics, Google, Inc.
Marketers must deliver more personalized, measurable experiences in a responsible way to drive business growth.
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesApr 05, 2019 Martyn Crook, Vice President Global Knowledge and Insights, 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.
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03
This study identifies two new value-relevant metrics for managers: the ability to charge prices above marginal cost and the ability to raise prices without losing business.
Consumption and Design of Music Albums and Personalized PlaylistsFeb 28, 2019 Khaled Boughanmi, Columbia University
Khaled Boughanmi will present research that uses a nonparametric Bayesian model combining online data to explore the dynamics of musical success of albums over the last half century.
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