What’s relevant in marketing?

How relevant are specific marketing topics to practitioners and academia? A recent Journal of Marketing paper proposes the Relevance to Marketing (R2M) index, combining topical relevance with timely relevance. Practitioners were ahead of academics in discussing topics such as Innovation and Financial Impact. I fondly remember the MSI/JM Special Issue and Conference in the early…

What’s a cookie worth anyway?

Lots has been written about the impending loss of cookies and how to thrive in a cookie-less future. But how important are cookies to the revenue of publishers? That’s the question addressed by Rene Laub, Klaus Miller and Bernd Skiera (Goethe University Frankfurt) in their presentation ‘The Economic Value of User-Tracking for Publishers’ on June…

Understanding crisis response

How do crises and their impact on society evolve and how does it differ across individuals, companies and governments? Our framework comes from both theories across a wide variety of disciplines (psychology, management and strategy, and public policy), and from in-depth interviews of senior executives from a variety of industries: First, an emerging crisis produces…

4Ps are dead is DOA

Joint post with Kevin Gray, President of Cannon Gray, a marketing science and analytics consultancy. He has more than 30 years’ experience in marketing research with Nielsen, Kantar, McCann and TIAA-CREF.  We’ve heard it claimed that the 4Ps are dead because (1) Product, Price, Place and Promotion are no longer an issue in today’s world and (2)…

Omnichannel with ML Blockchain

Despite the prevalence of new advertising and promotional channels and significant investments in data and technology, marketers are still struggling to generate and to prove sales results in an increasingly omnichannel world. —Eric Solomon, Senior Vice President, Nielsen Omnichannel marketing is heralded as the future of retail, but remains mired with obstacles. In a recent…

How to create KPIs

As we discussed last week, ROI is not a silver bullet metric in marketing effectiveness: it requires lots of judgment calls on incremental revenues and costs, focuses on short-term over long-term and on efficiency over effectiveness. In the words of prof Tim Ambler: ROI is dead, now bury it. So how do we come up…

ROI of Super Bowl ads

It’s that time of year again: in 2021, I find some comfort in watching Tom Brady win another Super Bowl, and in watching the ads, this time without marketing friends around me, and wonder about their ROI. But what is ROI? It’s the extra profit your action makes, divided by the investment. Say you spend…

Start with your vision

When managers ask me about guiding their metrics journey, I first ensure they start with the vision for their organization. What is the company aiming to achieve and what should we measure to track that progress? Once you have understood and translated this strategic vision to your team, you can and should explicitly link it…

Digital ads increase sales. A lot.

Advertising effectiveness continues to be misunderstood, with the latest Freakonomics podcasts popularizing the low and uncertain individual-level effects of TV Advertising and Digital Advertising. As I blogged 7 years ago, this question is relevant to the academic, but not to the brand manager, CMO, CFO or CEO. What matters is not whether we can prove…

How to manage your social media

by Eric Weiss and Koen Pauwels, based on the paper by Peters, Chen, Kaplan and Ognibeni in Journal of Interactive Marketing Rising social media ad spend has topped $40 billion in the US in 2020, and keeping a pulse is both important and challenging for companies. The structure of social media diverges from that of…