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Marketing Research Articles Related to Modeling/Simulation Studies

Marketing Research Articles Related to Modeling/Simulation Studies

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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.

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.

Data, data, data: Understanding the role of predictive analytics

Published
October 2015
Author
Kevin Gray
Abstract
The author discusses the core concepts – and common misunderstandings – of predictive analytics.

Using elasticity modeling to test retail pricing

Published
December 2015
Author
Mike Grigsby
Abstract
The author reports on findings from a specialty retailer’s four price-related field tests.