Blog

Category: Marketing Metrics

  • A Unified Theory Of Marketing

    One of the challenges with marketing is that there are so many bits that don’t fit together. As such let me put on record that I appreciate the potential for customers to be put at the center of all the marketing approaches. CLV, the value of a customer to the firm, has potential for a…

  • Are You Tyrannized By Metrics?

    If you are tyrannized by metrics in this way I have just the book for you. Headline: “Tenured Professor Tyrannized By Metrics” Jerry Muller has a popular book — The Tyranny of Metrics. I have to say it is pretty bad. The problem is that it is a weak attempt to capitalize on concerns, some…

  • Programmatic Media Buying And Algorithmic Purchasing

    This post looks at art and science — communications and analysis — in the use of data. I also discuss programmatic Media Buying And Algorithmic Purchasing. Art And Science in Marketing Analytics Kevin Hartman, the Director of Analytics for Google, has a pleasant readable book on digital marketing analytics. (Which quite frankly you’d expect him…

  • A Total Q Mystery: Understanding Academic Marketing

    I was disappointed to read Du and Osmonbekov‘s 2020 paper in the International Journal of Research in Marketing, see here. The authors clearly don’t mind hard work and I’m sure they have useful empirical skills. Still they aren’t young researchers making errors or rushing a paper to the market. They can do better. It is…

  • Adjusting For Unrecorded Intangibles Is Hard

    I have previously written about the good, and not so good, parts of Alexander Edeling’s, Shuba Srinivasan’s, and Dominique M. Hanssens’ 2020 review paper on the marketing finance interface, see here. Here I will comment on a specific assertion they make that strikes me as misleading. It is important to highlight this as I fear…

  • Total Q Measures Investment Opportunities Not Firm Value

    Papers in finance can sometimes get a hefty citation count boost when they get picked up in marketing. Peters and Taylor‘s 2017 paper on Total q is a nice paper. They make the very reasonable assertion that their Total q measures investment opportunities better than current Tobin’s q approximations. While I’m not a finance person…

  • Advice On Data Science, It Isn’t Too Hard to Understand

    Marketers should understand the data science models that are increasingly being used in the discipline. We really need good advice on data science. As such it is helpful to find simple explanations of data science models. Numsence by Annalyn Ng and Kenneth Soo is an admirable attempt to clarify basic models used in data science.…

  • To Employ Marketing Metrics Consider User Needs

    One the basic ideas in marketing is that the consumer of whatever you are providing decides whether an offering is useful. You shouldn’t just shout at your customers and tell them that they should appreciate what they are being given. I think a lot of marketers forget this basic idea when it comes to marketing…

  • What Can The Marketing-Finance Interface Tell Us About Witchcraft Trials?

    Edeling, Srinivasan, and Hanssens have a useful new review paper on the Marketing-Finance Interface. The Value Of Review Papers Review papers, such as this, play a vital role in helping frame the field. They give Ph.D. students a way to get up to speed on prior contributions. Review papers also give more seasoned academics a…

  • Finding The Right Marketing Metrics

    It is extremely challenging to get marketing metrics pieces published at top marketing journals. Indeed, a piece on finding the right marketing metrics isn’t a typical article. One challenge is that often journals want something “new”. Investigating what managers do doesn’t seem new enough. This is a real shame. I worry editorial decisions encourage the…

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