I really appreciate when academic papers seek to address issues that matter to non-academics. Sanghee Kim and Tom Gruca looked at the use of Net Promoter Score (NPS) to predict customer retention and spending a topic important to many business people. What do they find about NPS and casino patrons? Casinos And Net Promoter A…
Category: Understanding Marketing
Sustainable Marketing And Commerciality
My regular collaborator, Jonathan Knowles, has a new piece in the Journal of Sustainable Marketing. He tackles the idea of sustainable marketing and the role of marketers in the world of for-profit companies. What then does he have to say about sustainable marketing and commercialism? For-Profit Organizations And Social Progress Knowles starts by arguing that…
The Path To 2050
How can the world get to carbon neutral by 2050? This is the date the Paris Agreement specified for getting away from the activities that produce greenhouse gasses (see here). Many would argue that that the Paris agreement was not ambitious enough. Still, we don’t currently have a clear plan to reach carbon neutral by…
University Pricing
In The Price You Pay For College, Ron Lieber, a journalist with expertise in financial advice, looks at issues around sending a child to college. It is a wide-ranging book full of helpful advice. The advice is mainly for parents confronting the massive financial decision in the US that is their kid’s college attendance. The…
Clear Data-Driven Stories
Scott Galloway has a book on where the US is currently. He provides a useful example of clear data-driven stories. A Famous Marketing Professor Galloway is a marketing professor and as such I am naturally supportive. It is great that he is famous and appears in the media so much. I’m all for it. We…
Random Forests and Machine Learning
Scott Hartshorn has some useful accessible advice on all things analytics. Today I’ll look at his advice on random forests and machine learning. Machine Learning He starts by giving us a clear intuitive, rather than a formal, view of what machine learning (ML) is. He says that at their heart a lot of different ML…
What Has Been Studied In Academic Sustainable Marketing Research?
It is (almost) always interesting to go back and discover what has been studied in the past. Academic journals in the marketing field have been with us for many generations so we have a large sample to look at. Brian Chabowski and colleagues in 2011 reviewed what had been studied in academic sustainable marketing research….
Explaining Clustering Simply Has Real Value
I was impressed by Annalyn Ng’s and Kenneth Soo’s short book Numsense. I have already discussed it in a prior post, see here. Today I will note how they discuss clustering. This is central to a lot of marketing analyses. Numsense Covers A Lot Of Basic Data Science The subtitle Data Science for the Layman…
The Matthew Effect: Who Gets Rewards
Today I’ll talk about a classic article. Robert Merton’s “The Matthew Effect In Science”. This is an important and useful idea. You can tell it is has been successful as it has gained its own Wikipedia page, here. The Matthew Effect There are many things in life where perceptions drive success. This is often true…
Branding For A Purpose
David Aaker’s The Future Of Purpose-Driven Branding is written by a true legend in the field of branding. What is more, his message is a good one. Branding for a purpose is on the up. It has a great future. The Two Jobs Of Purpose-Driven Branding Purpose-driven branding has a great future because branding expertise…
