Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreA 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 MoreMarketing Mix Models may face criticism in the face of more advanced alternatives, but are still effective methods that are well-grasped and should be included as one tool in a much broader marketing measurement toolkit.
Read MoreWhat do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
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...
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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 MoreReflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.
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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 MoreNow that I'm older, I find myself thinking backwards more often. I start by thinking about the possible implications of a proposed analysis path -- e.g., "What question am I trying to answer and what would I do if the answer were X or Y?"
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