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Analytics & Modeling
From modeling to simulations, analytical competency is a foundation for insight into your marketing effectiveness. Sound analytics often help reframe the problem and reveal possible solutions.
Articles
February 23, 2012
The Evolution of Attribution: Giving Credit Where Credit Is Due
Simply put, attribution is about giving credit where it is due. Unfortunately, there is nothing simple about the online and offline paths that lead to a sale or other conversion...
Read MoreSeptember 12, 2011
How to Mess Up your Marketing Plan in One Simple Step
Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreJuly 1, 2011
Modeling the Real Return on Marketing Investments
A key decision facing the brand manager is how best to allocate an often limited marketing budget across a wide set of marketing activities. The marekting mix model needs to quantify both short-run and long-run variation in the data.
Read MoreNovember 11, 2009
Meeting of the Minds: Marketing Models: Is There a Better Mousetrap?
Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read MoreOctober 16, 2009
Is your Mix Model Leading you Astray?
While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...
Read MoreMay 21, 2009
Word of Mouth - What you Should be Measuring
A closer look the elusive effort to measure word-of-mouth - both online and off...
Read MoreMay 19, 2009
The Elasticity of Sales Enablement
OF COURSE marketing programs cannot succeed without reliably strong sales execution. But let’s not put too many eggs in that basket yet…
Read MoreApril 21, 2009
Mauled by Models
Here's an enlightening story of one VP and the mix model that bit back...
Read MoreDecember 18, 2008
Prerelease Forecasting via Functional Shape Analysis of the Online Virtual Stock Market
Summary of a MSI paper exploring the application of Functional Shape Analysis to Virtual Stock Market data to predict demand.
Read MoreNovember 15, 2008
Taking Guesswork out of Budgeting
Marketers want an understanding of the potential range of financial risk when making decisions about how to spend the marketing budget. Find out how risk assessment is now being applied to the budgeting process.
Read MoreJune 3, 2008
Ad Metrics and Stock Markets: How to Bridge the Yawning Gap
Frustration over their increasing distance from the high table of decision-making has become something of an anguished cri de coeur within the marketing services community.
Read MoreApril 16, 2008
Calculating the Value of Referrals: Easier Said Than Done
While there’s no debating the benefits of referrals and other positive word-of-mouth (WOM) activities, the challenge is understanding the impact of WOM as a driver of business growth — and communication with upper management about what we’re trying to accomplish and why.
Read MoreApril 16, 2008
How Do You Measure Engagement? Start by Defining it in the Right Context
Engagement is rapidly gaining favor among marketers and media buyers as a critical measurement of customer value and brand strength. But how do you measure it?
Read MoreJanuary 29, 2008
Can You Take a Price Increase?
Meet the Pocket Price Waterfall: an algorithm-free pricing tool to help you decide how (and where) to price up.
Read MoreJanuary 29, 2008
Most Valuable Players
To make smarter investments, CMOs must develop a deeper understanding of the drivers — and destroyers — of customer value.
Read MoreSeptember 24, 2007
The Rocky Road to Single Source
The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. The increased efficiencies gained from measuring every message your customers are exposed to — across all media — and what they did as a result of that exposure holds great promise for media buyers and planners.
Read MoreSeptember 24, 2007
How to Use the Budget Better
Discover ways to improve this year's budgeting process — and the importance of building an element of systematic testing into the marketing program to provide guidance for future planning. By Roderick White (Admap)
Read MoreSeptember 16, 2007
Predicting Takeoff and Decline for New Product Introductions
Recent research offers some valuable tips for forecasting the turning points in a product's adoption, expansion, and eventual slowdown.
Read MoreSeptember 16, 2007
Pharmaceutical Marketing Efforts Create ROI Interactions
The relationship between DTC advertising, detailing, and pricing can create a real challenge for marketing ROI optimization. This study looks at a model for managing the potent cocktail.
Read MoreSeptember 16, 2007
Classic Marketer Seeking Stimuli That Prompt Profits
The authors illustrate how the experimental design process (also called multivariable testing) can boost marketing ROI with a real-life project conducted by Crayola.
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