5 findings
Knowledge › Marketing Analytics
For mature consumer-goods brands, distribution is linked to the largest sales response among the four marketing levers.
Knowledge › Marketing Analytics
Brand metrics add sales information beyond the marketing mix.
Knowledge › Marketing Analytics
Marketing knowledge explains about as much of market behavior as psychology does.
Knowledge › Marketing Analytics
Marketing assets are associated more strongly with firm value than advertising expenditure, especially customer-related assets.
Knowledge › Marketing Analytics
On average, most of the sales effect of marketing communication arrives after spending ends, more so for personal selling and targeted advertising than for mass media.
Cross the framework