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The Many Flavors of ROI
8 / 2012
By David J. Reibstein, William S. Woodside Professor and Professor of Marketing at The Wharton SchoolIdeally, 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.
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Brand Building in a Digital Age
7 / 2012
with Caley Cantrell, Professor at VCU BrandcenterCaley 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.
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Attribution: Who gets the Credit for a New Customer?
7 / 2012
By Kartik HosanagarWharton 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.
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You Are What You Measure
7 / 2012
By Avinash Kaushik, Digital EvangelistAvinash 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.
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Brand Building in a Digital Age
6 / 2012
with John Gerzema, Executive Chairman of Brand Asset ConsultingIn 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."
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From Bowling to Pinball - how successful marketing organizations are adapting to digital
6 / 2012
By Rob Malcolm, Lecturer in Marketing, The Wharton School and Peter Sieyes, International Marketing LeaderWith 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.
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Don't Just Launch: Manage
5 / 2012
By Aaron Shapiro, CEO of HugeDigital 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.
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Attention - Don't Squander This Precious Commodity
5 / 2012
By Avinash Kaushik, Digital EvangelistWe 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.
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“Thin-Slicing” and Retailing on the Internet
5 / 2012
By David Bell, Xinmei Zhang and Yongge Dai Professor of Marketing, The Wharton SchoolIn 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.
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A "Post Digital" World, Really?
5 / 2012
By David Sable, Chairman and CEO of Y&RYou 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.