Do perceptions drive sales or sales drive perceptions for your brand?

Based on both our experience and marketing theory, brand perceptions can drive brand purchase behavior, and brand purchase can drive brand perceptions. From the earliest ‘purchase funnel’ to the latest ‘online decision journey’, marketers proposed that consumers form a consideration set and gave the included brands preferential attention and buying likelihood. Other factors also influence…

Do you measure what matters?

Measuring what matters is a key challenge for companies – too often I find managers scrambling to explain how their metrics translate into market place victories. These metrics include paid search clicks, social media engagement, website visits and word-of-mouth (WOM). This does NOT mean that we should only chase initiatives with immediate and high ROI…

What makes a marketing prof the toughest job?

Inspired by the wonderful ‘CEO perspective on why CMO is the hardest job to get right’, I have been thinking lately about what makes it is so tough for a marketing professor or professional (hereafter ‘marketing prof’). I see three: TAS: Technologist +Artist + Scientist: Today’s marketing prof has to understand the technology to envision…

Thanks to the thoughtful practitioners of marketing!

“The purpose of marketing science is to enhance decisions” Kevin Gray Returning from the Marketing Science Conference, I am so happy to report our team won the Gary Lilien ISMS-MSI Practice Prize competition with “Direct Mail to Prospects and Email to Current Customers? Managing Multichannel Marketing for L’Occitane”. The most excellent academic-practitioner cooperation reminded me…

MSI Trustees Academics explain the Why behind the Buy

“To get people to do something, force them to say no” Punam Keller Think academics have nothing to offer business? Think again with the practical academics presenting to thoughtful practitioners at MSI Trustees meeting last week on the Why behind the Buy. First, Carey Morewedge showed that people value physical goods more than digital goods…

The Why behind the Buy: Mad Men + Mad Science

‘What works can be measured, but not always in advance’ (Joy Howard, CMO Sonos) Yesterday’s Trustees meeting of the Marketing Science Institute combined academic and industry experts on the ‘Why Behind the Buy’. As summarized by Carl Mela, people buy because of their preferences and their perception of your attributes. On preferences, Morewedge explained why…