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Research

Marketing Experiments 2 estimating the economic impact of a marketing experiment

01 Sep Marketing Experiments 2: September Free Tutorial

Posted at 13:36h in Forecasting, Marketing, Marketing Management, New Product Introduction, Online Education, Research 0 Comments

You've designed and run an experiment to determine the lift relative to a base case for various changes in marketing activities. Fantastic! But how does one extrapolate the results from the experiment to estimate the net economic impact of a change of a marketing variable? Learn some approaches in this month's free MBTN Tutorial!...

MBTN Featured in Journal of Marketing Education Article

19 Nov MBTN Featured in MMA Article

Posted at 07:15h in Marketing, Online Education, Research, Teaching, Undergraduate 0 Comments

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....