Metrics: Financial and Nonfinancial
Peter Fader Reviews Journal “Must Reads” from 2013Jan 13, 2014
We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania.
The Rise of Big Data Analytics for MarketingDec 17, 2013
Tom Davenport and Tasso Argyros
A December 2013 webinar featuring Professor Tom Davenport and MSI industry partner, Teradata, discussing the evolution of marketing analytics, along with new tools and techniques, marketing attribution and customer data management practices from B2C and B2B organizations, and the need for a "360 customer interaction" repository.
Mining the gold of social TV dataNov 26, 2013
University of Pennsylvania’s Shawndra Hill has conducted some of the first academic studies that link social media strategies to online content and sales in real time.
Positive versus Negative e-Sentiment and the Market Performance of High-Tech ProductsOct 24, 2013 Hyun S. Shin, Dominique M. Hanssens, Kyoo Il Kim, and Jean A. Choe, 2013, 13-123
Tracks online buzz (“e-sentiment”) in the digital single lens reflex camera market and analyzes its impact on brand sales via econometric modeling.
Pricing Online Content: Fee or Free?Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122
Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.
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