MKTG 5108: Data and Financial Driven Marketing

Data Applications for Marketing Decision-making

Total Running Time: 08:06

Data Applications for Marketing Decision-making

Financial Evaluation of the Firm’s Go-to-Market Strategies

Total Running Time: 06:22

Financial Evaluation of the Firm’s Go-to-Market Strategies

Making the Marketing Program Go/No Go Decision

Total Running Time: 08:25

Making the Marketing Program Go/No Go Decision

Marketing Contribution to Shareholder Value

Total Running Time: 06:36

Marketing Contribution to Shareholder Value

Metrics for Media and Message Effectiveness

Total Running Time: 10:10

Communication Process

Metrics for Media and Message Effectiveness

Selecting Appropriate Metrics for Program Tracking

Total Running Time: 06:36

Selecting Appropriate Metrics for Program Tracking

The Firm’s CRM System sources and Uses of Data

Total Running Time: 05:01

The Firm’s CRM System sources and Uses of Data

The Firm’s Deal Pipeline

Total Running Time: 05:56

The Firm’s Deal Pipeline

The Firm’s WACC as the Benchmark for Program Performance

Total Running Time: 07:27

The Firm’s WACC as the Benchmark for Program Performance

The Marketing Communications Budget

Total Running Time: 08:04

advertising, advertising agency

The Marketing Communications Budget

The Uses and Limitations of Data For Brand Management

Total Running Time: 10:54

Consumers, hierarchy of effects model

The Uses and Limitations of Data For Brand Management

Tracking Prospective Customers’ Bias to Action

Total Running Time: 09:26

hierarchy of effects model

Tracking Prospective Customers’ Bias to Action