NYU Stern

Our Research

The Center for Measurable Marketing is on the forefront of innovation in measurable marketing. The Center’s most recent contributions are listed below.

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Center Research

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  Conversational ROI™ of Super Bowl XLVI Advertisements E. Craig Stacey

Beyond Likes and Tweets: How Conversation Content Drives Store and Site Traffic E. Craig Stacey, & Koen Pauwels

Beyond Likes and Tweets: How Conversation Content Drives Store and Site Traffic [Slide Deck] E. Craig Stacey, & Koen Pauwels

The Outsourcing Survey: A Study of Market Research Decision-Makers and Views in Market Research Outsourcing A. Dawn Lesh

New Communications Approaches in Marketing: Issues and Research Directions Russell S. Winer

Does Advertising Work? Evidence from the Past and Some New Evidence Russell S. Winer
 
 
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Related Faculty Research

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  Are People Willing to Pay More for Socially Responsible Products: A Meta-Analaysis (Working paper, 2013) Russell S. Winer, Stephanie M. Tully

An Empirical Study of Word-of-Mouth Generation and Consumption (Sep 2012) Russell S. Winer, Henry Assael, Sha Yang, Mantian Hu, Xiaohong Chen

On Braggarts and Gossips: A Self-enhancement Account of Word-of-Mouth Generation and Transmission (Sep 2012) Andrea Bonezzi, Matteo De Angelis, Alessandro Peluso, Derek Rucker, Michele Costabile

Measuring the Informative and Persuasive Roles of Detailing on Prescribing Decisions (May 2012) Andrew T. Ching, Masakazu Ishihara

Performance Implications of Deploying Marketing Analytics (March 2012) F. Germann, G.L. Lilien, A. Rangaswamy

The Effects of Detailing on Prescribing Decisions Under Quality Uncertainty (Feb 2010) Andrew T. Ching, Masakazu Ishihara

Choosing the Right Metrics to Maximize Profitability and Shareholder Value, The Journal of Retailing
(March 2009) J. Andrew Petersen, Leigh McAlister, David J Reibstein, Russell S. Winer, V. Kumar, G. Atkinson

 
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Digital Conversations

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  NYU Stern Researchers Discover Social Media Impact on Retailer
E. Craig Stacey
 

Featured Research

"Measuring the Informative and Persuasive Roles of Detailing on Prescribing Decisions"



A new paper published in Management Science by Masakazu Ishihara, Assistant Professor of Marketing at NYU Stern, & Andrew Ching, Associate Professor of Marketing at Rotman, makes use of a co-marketing environment and proposes a new identification strategy that disentagles between the informative and persuasive roles of detailing in the prescription marketing... read more.

"Conversational ROI™ of Super Bowl XLVI Advertisements"



A new Center study highlights which Super Bowl advertisers can expect to see the biggest Conversational ROIs™ on their multi-million dollar investment. Conversational ROI™ measures both the direct impact of word-of-mouth communication on marketing performance, including dollar sales, as well as the amplification effects which social provides to both offline and online paid channels of communication... read more.

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