Question

Topic: Research/Metrics

Looking For Research On Marketing Roi And Mpm

Posted by Anonymous on 10/21/2007 at 3:47 AM ET 500 Points
Dear Fellows,

Please advise where to find more academic studies on the effects of using Marketing ROI, MPM, Accountable Marketing, apart from the reports allready posted on marketingprofs.com
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  • Posted by koen.h.pauwels on 10/21/2007 at 8:42 AM Member
    Hoi Michiel,

    Where to start? I just organized the 'marketing accountability' workshop at the Informs 'The practice and impact of marketing science' conference at Wharton. I am happy to share what US academics and practitioners had to say about the topic. Moreover, I just finished a paper with 7 leading European and US professors. Let's email! I am at:

    https://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/

    Cheers,

    Koen
  • Posted by steven.alker on 10/22/2007 at 2:42 AM Accepted
    Dear Michiel

    I’d certainly read Koen’s papers on the subject – in my humble view he’s one of the most passionate writers on these aspects of marketing I’ve read, with a benefit of almost zero bullshit.

    Another area which has seen a huge (No not huge, seek out a term which is bigger than huge and use that term!) debate on ROI, its meaning and its translation, is in the CRM industry. You can find the current thinking and all the past papers on www.customerthink.com which is the new and improved name for www.crmguru.com

    Being involved in the CRM industry, I often feel that we have invented the term. We’ve certainly been the main culprits in the process of debasing it and attempting to exclude the “Outside World” through the invention of CRM Gobbledygook – rather the opposite of Koen’s approach!

    Still, if you Can cut through the crap, you will find some excellent papers applied to CRM applications and quite a bit on ERP as well. On the latter subject, ROI in ERP is covered rather well by SAP, though as you might suspect, it is a teeny-weeny bit biased to their own product. It needs to be, given what an implementation appears to cost!

    Best wishes and please do not hesitate to contact me if can be of further assistance.

    Steve Alker
    SalesVision (ROI = about 11 minutes on average, but I’m biased!!!)
  • Posted by Dawson on 10/22/2007 at 3:36 AM Member
    Would recommend you also look at "Marketing that works" by Lodish. Koen might know a bit about this is he's involved in the conf at Warton.

    You could also follow up on some of the work done at the London business school by people like Mark Ritson and his colleagues.
  • Posted by bobhogg on 10/25/2007 at 9:11 AM Accepted
    Hi Michiel...

    You might also take a look at this paper published by The Chartered Institute of Marketing in the UK about 3 years ago:

    https://www.shapetheagenda.com/mediastore/insights_site/Hard_Edged_Marketin...

    Good luck,
    Bob
  • Posted on 10/26/2007 at 3:58 AM Author
    Thank you for your reply's sofar the research posted on this website "MarketingROI_2007_study" was most helpfull
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