8 / 2012By David J. Reibstein, William S. Woodside Professor and Professor of Marketing at The Wharton School
Ideally, measuring ROI should make it easy to assess which types of marketing expenditures are most productive. But there are different ways to measure ROI, each with varying degrees of precision and different advantages and tradeoffs. In this Think with Google Forum article with Professor David Reibstein of Wharton, we discuss some common ROI measurement methods, and what exactly they do and don't tell us about our marketing efforts.
7 / 2012with Caley Cantrell, Professor at VCU Brandcenter
Caley Cantrell, professor at the VCU Brandcenter, an award-winning graduate program in advertising, talks about the importance of consistency, why "one size does not fit all", and the future of the 30 second spot.
7 / 2012By Kartik Hosanagar
Wharton professor Kartik Hosanagar raises the key question of attribution: which ads get credit for a conversion and how much credit do each of these ads get? Read his post on Think Forum to learn three ways to tackle the attribution challenge.
7 / 2012By Avinash Kaushik, Digital Evangelist
Avinash Kaushik compares and contrasts real ‘angel metrics’ that can help you build your business, and their ‘evil twins’ which tend to do just the opposite. In this Think with Google Forum article, Avinash zooms in on one such pair of angel/evil metrics: ‘Visitor Loyalty,’ and its evil twin ‘Page Views.
6 / 2012with John Gerzema, Executive Chairman of Brand Asset Consulting
In this series, we explore the impact of digital on how brands are built today. Here, bestselling author and brand consultant John Gerzema talks about the promise of big data, social as a business model, and the end of "digital marketing."
6 / 2012By Rob Malcolm, Lecturer in Marketing, The Wharton School and Peter Sieyes, International Marketing Leader
With digital, the game has changed. The new "game" feels more like Pinball, rather than Bowling in the traditioanl space. Marketers still partially control the ball, but a lot of action has shifted to the top of the table. When mastered, pinball can deliver big point multipliers.
5 / 2012By Aaron Shapiro, CEO of Huge
Digital experience-based campaigns are only truly successful when the underlying digital experience is carefully managed – and has the ongoing support – to transform into the kind of experience consumers readily and repeatedly want to engage with.
5 / 2012By Avinash Kaushik, Digital Evangelist
We live in a hyper fragmented world with, quite literally, hundreds of TV channels, thousands of social connections and millions of websites. The single biggest gift any brand can get is attention.
5 / 2012By David Bell, Xinmei Zhang and Yongge Dai Professor of Marketing, The Wharton School
In the physical world, most retailers carry large (and often ever-expanding) assortments in order to cater to a wide variety of tastes. An Internet retailer can position to the narrowest of needs and agglomerate customers, who share similar preferences, yet may be geographically disparate. David Bell, guest posting for Google's Think Forum shares three principles for successful "thin slicing" of customer segments.
5 / 2012By David Sable, Chairman and CEO of Y&R
You may hear the phrase "post digital" a lot these days, but really, are we in a post digital world? A bigger truth is that while digital is everything, everything is not yet digital. Community - the primal, human urge to commune, share, and connect - is alive and well. We're not anywhere near done with digital. It's just the beginning.