“Marketing Profit Impact: Quantifying Online and Offline Funnel Progression at Inofec” by Thorsten Wiesel (University of Groningen), Koen Pauwels (Ozyegin University), and Joep Arts (VU University).
Continue reading “Inofec”


“Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer” by Marc Fischer (University of Passau), Sönke Albers (Chrisitan-Albrechts University) and Niles Wagner (University of Passau).
Continue reading “Bayer”


“A Dynamic Model of Consumer Choice to Brand Development”
by John Roberts (Australian National University and London Business School), Peter Danaher (Melbourne Business School), Alan Simpson (Forethought Research) and Ken Roberts (Forethought Research).
Continue reading “Jetstar”