This website gives you information on the researcher, the research method and previous finding across international markets and various industries.
Does it work? Prof. Pauwels has successfully developed and implemented dashboards such as the ones demonstrated below in countries ranging from the Netherlands, Germany and France, to the US, Turkey and Japan and in industries ranging from durable and fast moving consumer goods, to online, banking and retailing services to pharmaceutical and business-to-business products. In the latest project, the company followed the resulting advice and saw its profits gains increase fourteen-fold over a control group in a large field experiment. The academic paper based on this project was a finalist for the prestigious ISMS-MSI Practice of Marketing Science prize.
Studies show that the measurement of Return on Marketing Investment and the use of marketing dashboards enhances company performance (Clark et al. 2006).This project will help your company to better track the incremental performance effect of their marketing actions. Moreover, if you operate in different countries, comparison of their respective marketing effectiveness will assist you in allocating resources.
What do we need from you? To econometrically model long-term marketing effectiveness , we need at least 20 subsequent data covering at least 2 years (e.g. monthly data 2007-2008 representing 24 months, or quarterly data 2003-2007 representing 20 quarters) of:
1. Your performance (e.g. unit sales, revenues, market share, profits, EBITDA), and
2. At least 1 marketing action (e.g. product introductions, price changes, point-of-purchase promotions, salesforce and advertising). Evidently, the more marketing actions you provide, the better the marketing allocation insights we can generate.
We can help you locate and obtain such data within your company, and complement it with relevant industry data, or help you set up an appropriate data gathering system for the future.
How will these data be used? Your data will remain fully confidential, and every researcher will sign a Non Disclosure Agreement (NDA) to that effect. Our fee for this project is related to whether/how you allow the insights to be used for academic publications. Our – flexible – menu of options:
a. All results remain fully confidential: in this case, the regular consultancy fee applies
b. The model’s results based on these data will be integrated – anonymously and disguised if you wish – within the EU Marie Curie Project’s Report, a book and academic publications that are a necessary part of the Project. In this case, a substantial discount applies (typically half of the regular consultancy fee). We are particularly keen on getting your cooperation in this matter, but urge you to apply at once, as the number of companies we can offer this rate is limited.
c. You allow us to publish the results naming your company, and agree to present the insights with us at a conference, such as an upcoming ISMS-MSI Practice Conference. In this case, we do not charge any fee, i.e. the consultancy is free. Evidently, we only have a few openings for this option, so please apply right away if you are interested in this option.