Each installment in the Meeting of the Minds Webcast Series will feature insight into effective marketing measurement techniques and improving the return on marketing investments.
Archived webcasts:
|
Webcast Date |
Academic Contributor |
Topic |
|
Oct. 28, 2009 |
Don Schultz
|
Approaches to Audience Measurement Don Schultz of Northwestern University will offer up his insight into the mismatch between today’s audience measurement approaches and the way people are actually consuming media. Don will share some emerging research about media consumption trends and discuss some alternative ways of better aligning media investments with viewership/usage patterns.
|
|
Nov. 12, 2009 |
Gary Lilien
|
Marketing Models – Is There a Better Mousetrap? Despite the overwhelming evidence that the use of marketing decision models produces better performance for the organization, few marketing departments use them to anywhere near their fullest potential. In this (non-technical) webcast, Professor Lilien will provide an overview of research into the gap between what managers believe about the value of marketing models and their actual impact on business outcomes. He will also describe the steps necessary to change the organization’s mental framework about analytics and modeling and discuss the keys to more successful adoption.
|
|
Dec.15, 2009 |
Dave Reibstein
|
Effective Marketing for the Economic Recovery Dave Reibstein of Wharton will share his learnings on effective marketing during the economic recovery. Should we be waiting until the recession is all the way over? Should we be returning back to the original spending levels—slowly, immediately, or even exceeding the previous levels? Should we be spending differently in the recovery stage? Dave will discuss how spending should rise or fall as economic conditions vary, and when marketers should look to reallocate spending between acquisition and retention based on the type as well as the length of the recession.
|
|
Jan.10, 2010 |
|
50+ Metrics Every Marketer Should Master (an Update) Paul Farris of Darden School at UVA will offer an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master – and discuss the additions and changes to the key metrics shaping marketing measurement. He’ll also share with us some new research into who is using which types of marketing metrics and how.
|
|
Feb.16, 2010 |
Kevin Lane Keller
|
Achieving Brand Resonance: How to Create Intense, Active Loyalty Relationships with Your Customers Brand resonance occurs when a customer thinks he or she is totally "in sync" with a brand. Brand resonance is characterized by strong attitudinal attachment, sense of community, and active engagement with the brand. Professor Keller will outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it.
|
|
Mar.16, 2010 |
|
The Pros and Cons of Customer Based Measurement
One of the main changes in marketing in the last 10 years has been the emergence of customer lifetime value (CLV) as a key performance metric. This session will discuss what it is and how to measure it. Implications for marketing strategy and the role of marketing vis a vis finance will be discussed. In addition, an attempt will be made to reconcile brand- driven and customer-driven strategy.
|
|
Apr. 15, 2010 |
John Roberts
|
“What's good?” The Role of Benchmarks in Evaluating Performance
Making marketing accountable is essential in today’s measurement-based, value-oriented environment. Before we can account for whether marketing performance is superior, ordinary, or just plain bad, we have to have some benchmark against which to evaluate it. The metrics literature is surprisingly quiet on the question of “What’s good?” In this session we will go through the steps of establishing appropriate marketing benchmarks. Such standards enable the design of actionable and ambitious forward plans and enable the realistic and insightful backward evaluation of past performance.
|
|
May 13, 2010 |
Raj Srivastava
|
Raj Srivastava of Singapore Management University will share his insights on the role of marketing in risk management. Marketers are instrumental in managing the biggest risks faced by companies – the loss of business (customers) to competitors and the uncertainly associated with launching new products or exploring new markets. But, they have failed to take credit for these contributions. Raj will discuss how to measure the value of, and to justify investments in, risk-mitigating market-based assets.
|
|
June 15, 2010 |
Koen Pauwels
|
While customers often use multiple channels in their search and buying process, companies have yet to quantify cross-channel effects and implement them in their marketing budget allocation. In this (non-technical) webcast, Professor Pauwels will demonstrate how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online. The resulting insights are often surprising, and implementing them yields higher profits in several field experiments.
|
|
July 13, 2010 |
Tim Ambler
|
There is No Silver Metric for Marketing Measurement Tim Ambler of the London Business School assesses the relative strengths and weaknesses of marketing measurement metrics. Which ones hold the key to insight and accountability? We’ll look at return on investment (ROI), discounted cash flow (DCF), net present value (NPV), return on customer (ROC) and others to determine how each provide insight into the true state of the business.
|
.gif)
More MarketingNPV
Contact MarketingNPV
Need help? MarketingNPV can help you find a solution.
MarketingNPV Journal
The MarketingNPV Journal is a great resource to stay up to date in the world of Marketing Measurement.
Subscribe via RSS
Subscribe to the MarketingNPV RSS feed and receive new content as it's published.
Solution Center
Find resources to help you tackle the most pressing questions of the day.