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.
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.
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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