Demonstrating the Value of Marketing
Webinar featuring Dominique Hanssens, University of California, Los Angeles and Koen Pauwels, Ozyegin University
[Webinar starts at 2:50]
Marketing is under increased pressure to demonstrate its economic value to the firm, yet performance metrics—attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue)—do not correlate highly with each other. Success by one metric can be a waste of resources by another. In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.
7 Top Issues for Marketers: Findings and Frameworks (2016) [Article]
Empirical Generalizations about Marketing Impact, 2nd ed.
Dominique Hanssens, ed. (2015) [Book]
Marketing Return on Investment: Seeking Clarity for Concept and Measurement
Paul Farris, Dominique Hanssens, James Lenskold, and David Reibstein (2014) [Report]
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