Marketing should be more financially accountable to the business. This is the main point of Bill Harvey's article and interview with Joanna Seddon, who leads the Marketing Accountability Standards Board (MASB)....
RFM analysis is a great and quick way to categorize your customers. Ultimately, the goal of using these different measures is to place your customers into groups that your company may want to treat differently. Check out June's free MBTN Academy tutorial!...
One of the more popular free learning opportunities on Coursera is Raj Venkatesan's course on Marketing Analytics. Learn more about this course as well as MBTN's role in its original design and follow-on content in this blogpost....
MBTN Academy releases our new module on exchange rates. Covers many topics related to exchange rates including: spot vs. forward exchange rates, factors that impact exchange rates, impact of exchange rates on pricing, costs, and financial planning, hedging against currency risk, cryptocurrencies, and more! MBTN faculty may add to Winter / Spring classes at no charge....
Clip from a Fall 2021 MMA presentation by Stu James on how math anxiety affects learning goals and how MBTN's mastery-based learning system attempts to reduce anxiety leading to better learning outcomes - knowledge retention, topic coverage, more challenging content....
We were thrilled to learn of the recent publication of a research paper on the use of MBTN in an undergraduate Marketing Metrics course. The paper provides a detailed description of how the authors implemented MBTN in both an online and in person format over eight semesters. A direct link to the complete research may be found in the expanded post....
Pricing decisions are among the most challenging and important decisions a company / manager / entrepreneur makes. They have obvious financial implications (think margin, price-volume trade-offs, CLV) but also more indirect implications when it comes to positioning in the mind of the consumer, loyalty, trials, and customer satisfaction....
Charlie Goetz, Senior Lecturer of Entrepreneurship at Emory University’s Goizueta Business School provides great tips for start-ups in this 20 minute podcast....
Last week, I stumbled upon two articles that stuck in the back of my mind. Both authors, Roger Martin and Kim Whitler, seem to asking the same question - why is marketing relegated to a secondary / support role at so many organizations when it is of strategic importance? Read more of my thoughts and find the links to these excellent articles in the full post....
This article explains how to gain advantage over your competitors through your relationship with and understanding of your current and target customers. Tom Kinnear, Marketing Professor at Michigan and author of several MBTN modules, called this "Bringing the Customer In". ...