MarketingNPV and the American Marketing Association announce the ninth installment in their webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments. Professor Koen Pauwels, Associate Professor, Ozeygin University, Istanbul, Turkey and Tuck School of Business, Dartmouth will present, “Where’s the Biggest Bang for your Buck? Quantifying Cross-Channel Effects of Online and Offline Marketing Efforts” on June 15, 2010.
Read MoreA sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
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A closer look the elusive effort to measure word-of-mouth - both online and off...
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Social media has revolutionary potential. But it needs lots more development to mature
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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 MoreThe Web has generated enough tracking, testing, and merchandising tools to keep an analyst happily traipsing through data for decades. However, marketers are realizing that there's more there than meets the mouse.
Read MoreMarketing-mix models are evolving in their structure and application. See how the value of these tools is expanding, and where you need to be careful in relying on them too much.
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We try to untangle the fact from fiction about word-of-mouth (WOM) marketing and offer a prescription for WOM measurement.
Read MoreEngagement has been tagged the exciting "new" way to measure advertising effectiveness -- but be careful not to take it at face value. We'll show you how to recognize the true value of engagement as a process, not just a "stage."
Read MoreLearn how a top retailer rebounded from a serious sales slump by employing multivariable testing (MVT).
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