Category: Marketing Metrics
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Omni-Channel Distribution
At times marketing seems like it is only getting harder. Omni-channel distribution means more ways to communicate and sell to the customer. There is just some much to worry about. Showrooming New technology often drives new ways to communicate with and reach consumers. It also means many more opportunities. It also means many more challenges.…
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Word Of Mouth And Movie Piracy
Marketers are confident that word of mouth helps stimulate demand. This perhaps isn’t too shocking. It seems reasonable that recommendations can encourage people to purchase. One area where this is likely to be the case is in movies. Reviewers pick over movies and give their thoughts. Normal people often are happy to share their views…
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The Challenge of Not So Simple Marketing Performance Measures
Bruce Clark reviewed the history of marketing performance measures in 1999. He saw three main themes. “[T]he movement from financial to non-financial output measures, the expansion from measuring only marketing outputs to measuring marketing inputs as well, and the evolution from unidimensional to multidimensional measures of performance” (Clark, 1999, page 711). This raised the challenge…
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Advertising Budgeting And Managerially Relevant Research
Academic research occasionally desires to be practical. Various journals therefore often have sections that allow for the reporting of the results of practical work with managers. The journals publish such studies even where there aren’t significant theoretical contributions. In the past the Marketing Science journal has published work under “Applications”. In this vein Doyle and…
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Net Promoter And Lessons For Academic Research
I value academic work that speaks to the issues of managers and others outside of academia. The Net Promoter Score/System (NPS) is widely used by managers and so it can be valuable when academics look into this metric. What then can we say about Net Promoter and the lessons for academic research? Reviewing The Literature…
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What Performance Outcomes Do Marketers Use?
A question I think should be asked more in academic marketing research is “how do we define performance?” Lots of people do analysis that aims to show what creates good performance. Still, there is surprisingly little attention paid to what good performance means. What performance outcomes do marketers use? What Performance Outcomes Do Marketers Use?…
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What Is Tobin’s Q Useful For?
I am not a fan of Tobin’s q (as it is currently used). I have a Marketing Science paper on the misuse of Tobin’s q in marketing. As such, I was fascinated to see a SSRN working paper with a very similar title in the field of finance/economics. The authors Robert Bartlett and Frank Partnoy,…
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SKUs, Market Share And Distribution
An interesting question in marketing concerns the distribution that any particular SKU (Stock Keeping Unit) will receive. Generally, more distribution is better. Distribution simply allows more people the opportunity to buy your product. As such managers will fight for distribution. What then do we know about the relationship between SKUs, market share and distribution? Distribution…
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Fixing Marketing’s Perception Problem
Thomas Barta discusses marketing’s perception problem. He is interested in fixing marketing’s perception problem. Unaccountable Not Sleazy By the problem, Barta means more an internal perception problem within firms than an external view (of marketers as sleazy). Internally marketing is seen as unaccountable, it is a bit of a black hole for funds. As marketers,…
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Who Thinks Brands Should be Involved in Social Issues?
YouGov is a survey firm and [in 2018] they uncovered what consumers think of firms getting involved in social issues. What was the result? Who thinks brands should be involved in social issues? Political Involvement From Brands I think this is a fascinating topic. I would expect more and more political involvement from brands. If…
