MASB 2010 Winter Summit Decks
B. Marketing Science Past & Present – Taylor 3 10
C. Marketing Science Future: Ideal Metric Charactistics.Practices – Kuse 3.10
D. Marketing Science Future: Ideal Metric Learning.Application – Gohmann 3.10
E. Marketing Science Future: Long-Term Impact w/Examples – Hanssens 3.10
F. Beyond the Science – Lees 3.10
G. Summary & Call to Action – Blair 3.10
H. Internet Msmt.What is Known – Bucklin 3.10
I. Methods of Brand Valuation – Fischer 3.10
J. Value of Marketing & Stock Price – Mizik 3.10
K. Common Language Project - Sirkin 3.10
M. Metrics Catalogue Project - KuseF 3.10
For Feedback
The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm.
An example of how to evaluate marketing metrics according to MMAP, the learning from using an “ideal” metric over time, and how to improve return by applying to better marketing practice (process management).
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