In this MAPI webinar, thought leader and UCLA Anderson School of Management Professor of Marketing Dominique Hanssens shared insights into understanding and improving marketing productivity. Marketing doesn’t need to be a guessing game, and Prof. Hanssens outlined several approaches including:

• Conducting marketing experiments to gather evidence around how you can measure marketing results in your business.
• Using “big data” to your advantage to understand the historical impact of key performance drivers such as economics, competition, pricing, etc.
• Creating marketing models to estimate marketing impact on sales and make smarter marketing investment decisions.

Click here (or select “play” below) to watch the replay, or here to download the slides. Two additional resources:

• Prof. Hanssens' website has links to cutting-edge research around marketing contributions
• A link to order Marketing Mix Decisions:New Perspectives and Practices