## 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.

![http://pages.stern.nyu.edu/~atakos/purplearrow.png](http://pages.stern.nyu.edu/~atakos/purplearrow.png) ## Center Research

![http://pages.stern.nyu.edu/~atakos/graph.png](http://pages.stern.nyu.edu/%7Eatakos/graph.png)     [Conversational ROI™ of Super Bowl XLVI Advertisements](http://pages.stern.nyu.edu/~atakos/centerresearch/conversationalroi.pdf) *E. Craig Stacey*

[Beyond Likes and Tweets: How Conversation Content Drives Store and Site Traffic](http://pages.stern.nyu.edu/~atakos/centerresearch/likesandtweets.pdf) *E. Craig Stacey, & Koen Pauwels*

[Beyond Likes and Tweets: How Conversation Content Drives Store and Site Traffic](http://pages.stern.nyu.edu/~atakos/centerresearch/likesandtweetsslidedeck.pdf) \[Slide Deck\] *E. Craig Stacey, & Koen Pauwels*

[The Outsourcing Survey: A Study of Market Research Decision-Makers and Views in Market Research Outsourcing](http://pages.stern.nyu.edu/~atakos/centerresearch/outsourcingsurvey.pdf) A. Dawn Lesh

[New Communications Approaches in Marketing: Issues and Research Directions](http://pages.stern.nyu.edu/~atakos/centerresearch/newcommunicationsapproaches.pdf) *Russell S. Winer*

[Does Advertising Work? Evidence from the Past and Some New Evidence](http://pages.stern.nyu.edu/~atakos/centerresearch/doesadvertisingwork.pdf) *Russell S. Winer*

![http://pages.stern.nyu.edu/~atakos/purplearrow.png](http://pages.stern.nyu.edu/~atakos/purplearrow.png) ## Related Faculty Research

![http://pages.stern.nyu.edu/~atakos/chart.png](http://pages.stern.nyu.edu/%7Eatakos/chart.png)     [Are People Willing to Pay More for Socially Responsible Products: A Meta-Analaysis](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2240535) (Working paper, 2013) *Russell S. Winer, Stephanie M. Tully*

[An Empirical Study of Word-of-Mouth Generation and Consumption](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2149798) (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](http://www.journals.marketingpower.com/doi/abs/10.1509/jmr.11.0136) (Sep 2012) *Andrea Bonezzi, Matteo De Angelis, Alessandro Peluso, Derek Rucker, Michele Costabile*

[Measuring the Informative and Persuasive Roles of Detailing on Prescribing Decisions](http://pages.stern.nyu.edu/~atakos/centerresearch/ChingIshihara12MgmtSci.pdf) (May 2012) *Andrew T. Ching, Masakazu Ishihara*

[Performance Implications of Deploying Marketing Analytics](http://pages.stern.nyu.edu/~atakos/centerresearch/performanceofmktganalytics.pdf) (March 2012) *F. Germann, G.L. Lilien, A. Rangaswamy*

[The Effects of Detailing on Prescribing Decisions Under Quality Uncertainty](http://pages.stern.nyu.edu/~atakos/centerresearch/ChingIshihara12MgmtSci.pdf) (Feb 2010) *Andrew T. Ching, Masakazu Ishihara*

[Choosing the Right Metrics to Maximize Profitability and Shareholder Value, The Journal of Retailing](http://pages.stern.nyu.edu/~atakos/centerresearch/metricsshareholdervalue.pdf) (March 2009) *J. Andrew Petersen, Leigh McAlister, David J Reibstein, Russell S. Winer, V. Kumar, G. Atkinson*

![http://pages.stern.nyu.edu/~atakos/purplearrow.png](http://pages.stern.nyu.edu/~atakos/purplearrow.png) ## Digital Conversations

![http://pages.stern.nyu.edu/~atakos/conversation.png](http://pages.stern.nyu.edu/%7Eatakos/conversation.png)     [NYU Stern Researchers Discover Social Media Impact on Retailer](http://www.youtube.com/watch?v=XZGKPURYgjY)
*E. Craig Stacey*

## Featured Research

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

[![](http://pages.stern.nyu.edu/~atakos/MIshiharaResearch.png)](http://pages.stern.nyu.edu/~atakos/centerresearch/ChingIshihara12MgmtSci.pdf)***

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*](http://pages.stern.nyu.edu/~atakos/centerresearch/ChingIshihara12MgmtSci.pdf).

***"Conversational ROI™ of Super Bowl XLVI Advertisements"

[![](http://pages.stern.nyu.edu/~atakos/Conversational-ROI.png)](http://pages.stern.nyu.edu/~atakos/centerresearch/conversationalroi.pdf)***

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*](http://pages.stern.nyu.edu/~atakos/centerresearch/conversationalroi.pdf).

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