White papers

Analytics 2.0: Seismic Tech and Data Availability Shifts Offer Vast New Predictive Analytics Opportunities

Fueled by big data and new technology, marketers now have unprecedented real-time tools to optimize allocations.

Learn how the the evolution of analytics allows marketers to gauge performance, predict future results, and capture bottom-line improvements -- all in real time.

Originally published as the cover story of the March 2013 issue of Harvard Business Review.

Contact us for more information about the topics in the article.

Quantifying the Role of Social Voice in Marketing Effectiveness - Executive Summary

A new white paper by MarketShare and the Keller Fay Group provides new and compelling evidence that word of mouth (offline and online) drives sales to a considerable degree – providing both a direct and an indirect impact on sales, amplifying the impact of marketing as people talk about the marketing or share it via social media. And, it demonstrates that the impact can be measured.

Research: The Performance Implications of Deploying Marketing Analytics

The research paper co-authored by MarketShare Academic Advisory Board member, Professor Gary Lilien, reveals how deployment of marketing analytics in Fortune 1000 firms results in favorable performance outcomes.

Using a survey of 212 senior executives of Fortune 1000 firms, the paper outlines organizational deployments and how firms benefit from analytics deployment. It also reveals that greater industry competition and more rapidly changing customer preferences increase the positive impact marketing analytics on firm performance.

MarketShare 360 - The Next Era in Cross-Channel Marketing Attribution and Optimization

MarketShare 360^TM is a new platform that ushers in a new era in cross-channel marketing attribution and optimization.

With an ever increasing number of marketing channels, today's marketers face a tough challenge in measuring and attributing revenue. Current digital attribution models, such as last-click, even weighting, pre-defined weighting, etc. are faulty, because they do not take into account how channels interact with one another.

MarketShare's predictive analytics has the power to bring order to chaos

Excerpts from Forrester Wave™: Marketing Mix Modeling, Forrester Research, Q3 2011

In the age of the Splinternet, marketers can no longer afford to run mix models only for traditional marketing channels. The future evolution of marketing mix modeling will be challenging as marketers increasingly demand nuanced models to track where and how their customers interact with a fast-increasing number of marketing touchpoints. Why is this happening now?

MarketShare and Clear Channel Outdoor Examine Out-of-Home Advertising and Retail Industry

MarketShare and Clear Channel Outdoor take a deeper look into Out-of-Home advertising in the Retail Industry and explore the decisions retail marketers make when they evaluate their brand's ideal marketing mix. We discuss the importance of considering the strength of OOH's effectiveness for their product and industry, its synergistic impact on other marketing vehicles and the sales lift it can provide as a result of communicating brand messaging and calls to actions to consumers, among other benefits.

Outdoor Advertising Demonstrates Direct Sales Lift, Increases Effectiveness of Other Marketing Investments – Reports First Ever Research Study of “How Out-of-Home Advertising Works”

MarketShare Applies Market Optimization Models, Proprietary MarketShare Planner Software to Provide Insights on OOH Effectiveness and Show Why OOH Is Key Component of Optimal Marketing Mix across Advertising Vehicles.

Modeling Customer Lifetime Value

As modern economies become predominantly servicebased, companies increasingly derive revenue from the creation and sustenance of long-term relationships with their customers. In such an environment, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the company’s customers. This article reviews a number of implementable CLV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and cross-selling.

Movie Advertising and the Stock Market Valuation of Studios: A Case of Great Expectations?

Product innovation is the key revenue driver in the motion picture industry. Since major studios typically launch fewer than twenty movies per year, the financial performance of a single release can have a major effect on the studio’s profitability. In this paper we study how single movie releases impact the investor valuation of the studio. We analyze the change in post-launch stock price and predict the direction and magnitude of excess returns, based on the revenue expectation built up for a movie release. That expectation is set, in part, by media support, i.e. highly advertised movies are expected to draw larger audiences than others. By using an event study methodology, we isolate the impact of a movie launch on studio stock price, and track the determinants of that change.

The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth

Companies can acquire customers through costly but fast-acting marketing investments or through slower but cheaper word-of-mouth processes. Their long-term success depends critically on the contribution of each acquired customer to overall customer equity. The authors propose and test an empirical model that captures these long-term effects. An application to a Web hosting company reveals that marketing induced customers add more short-term value, but word-of-mouth customers add nearly twice as much long-term value to the firm. The authors illustrate their findings with some dynamic simulations of the long-term impact of different resource allocations for acquisition marketing.

Competitive Reactions to Advertising and Promotion Attacks

How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and advertising shocks in over 400 consumer product categories over a four-year time span.

Co-authored by Dominique Hanssens, Ph.D, co-founder and partner at MarketShare. Dr. Hanssens is  the Bud Knapp Professor of Marketing at the UCLA Anderson School of Management, where he has been on the faculty since 1977.

New IAB Research Developed by MarketShare, Confirms Digital’s Place in Optimal Marketing Mix

"Interactive Advertising and the Optimal Marketing Mix" Shows Marketers How Proper Allocation of Media Spend to Digital Yields Significant Results.

FOX Broadcasting Company & Marketshare Study of Television’s Importance in the Media Mix

The study highlights how television advertising works to influence other media vehicles by quantifying both the direct and indirect effects of advertising on sales lifts.