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Marketing Research Articles Related to Modeling/Simulation Studies

Marketing Research Articles Related to Modeling/Simulation Studies

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How one AAA club has made its NPS data actionable across the organization

Published
July 2015
Authors
Mark Willard and Mary J. Lee
Abstract
Using a case study involving AAA of Northern California, Nevada and Utah, the authors explore the value of an integrated approach to measuring the customer experience.

Using marketing mix modeling to improve marketing decisions and ROMI

Published
June 2015
Authors
Kevin Gray and Koen Pauwels
Abstract
The authors provide an in-depth look at marketing mix modeling and how it can be used to improve marketing decisions and increase ROMI.