How to outline a paper for marketing journals

I was recently asked by a cross-disciplinary team how one should outline a paper for a (top) marketing journal. Hoping my detailed answer will inspire you or tell me where it does not fit with your experience, I am sharing it here: Abstract [at most 200 words, write this last]: 2-3 sentences: motivation (summarize/rephrase from…

Data Scientists are from Neptune, Market Researchers from Pluto

Data scientists and market researchers often seem to come from different planets, with data science appearing to spin fast, dark and mysterious, and market researchers feeling recently demoted and a bit forgotten. They often have different skills, with data scientists focusing on quantitative analysis of unstructured big data and market researchers on crafting more deductive…

Gilette: best a purpose ad can be?

Gillette’s ‘The Best Men Can Be’ ad drew immediate comparisons with Nike’s Dream Crazy of September, and there are important similarities but also differences. Let’s start with the similarities: Societal cause: both Nike and Gillette identified an important and controversial societal cause and believed it was best for a commercial company to promote it. In…

Most viewed marketing analytics blog posts of 2018

Grateful for your continued interest in my marketing analytics blogs, I hit the stats to tell us which 5 you read most in 2018: Do perceptions drive sales or sales drive perceptions for your brand? https://analyticdashboards.wordpress.com/2018/08/15/do-perceptions-drive-sales-or-sales-drive-perceptions-for-your-brand/ Causality is a hot topic in both academia and practice these days: to grow my brand, should I focus…

Best & worst books I read in 2018

Continuing my 1-book-a-week reading catch-up since we moved back to the US, 2018 saw non-fiction books coming out on top of my list, all written by professors! 5/5 ‘Contagious: Why Things Catch On’ by Jonah Berger (2013): most insightful and easy to read, Prof. Berger’s book lays out the STEPPS of what makes things popular…