This action might not be possible to undo. Are you sure you want to continue?
overview ★ type of study & data used ★ analysis & variables used ★ $indings & assessment ★ q&a ★
so what did we choose?
Marketing Metrics: Status of Six Metrics in Five Countries
European Management Journal 2004
Long‐term Impact of Integrated Marketing Communications Program
Review of Marketing Science 2004
Marketing Spending & The Volatility of Revenues & Cash Flows
University of California, LA Andersen Business School, 2009
these are what we found out.
Telephone interviews with CMOs 697 observations from 5 countries July – August 2002
Explanatory, Extension from previous model, Predictive
500 adults ages 20-44 Across 10 locations in the UK
Explanatory & Predictive
99 pharmaceutical brands marketed by 26 pharma companies, spanning 4 clinical categories & 4 European countries
and statistically speaking …
Principal Component Analysis with Varimax Rotation
Market Share / Perceived product or service quality / Customer Loyalty / Customer Profitability / Relative Price / Actual or potential lifetime value / Country where based Long-term Profit / degree of IMC synergy / Total Media Budget / Competition/ Uncertainty Revenue & Cash Flows / Market Expenditures / Competitive Market Expenditures / Unit Sales
Market Response Model Volatility Model
take‐aways for you & our much awaited thoughts.
1+ out of 6 metrics now part of management reporting Germany vs. Japan Case
Adequate mention of past literature. Reader-friendly. Reasonable sample. Industry split is ignored. Overriding theory. Limitations were clear. Can model be validated given limited data? Applicability? Unique study. Attempt to explain models used. Very predictive. Limited samples. Applicability of research?
Synergy & Budget Relationships in Uncertain Markets
Trade‐off Matrix for Managers