Big data, financial accountability and metrics are buzzwords that are used with increasing frequency in relation to marketing. What do they really mean? How should executives make use of the ever-expanding set of marketing metrics? This course aims to answer these challenges. Some of the most important topics covered will be: margin and break-even analysis, volume projections, brand equity, customer lifetime value, digital metrics, and return on marketing investment.
This course focuses on the use of the metrics from a managerial perspective since managers are the “users” of data rather than the “producers” of the data (statisticians, IT people).
Greg Nyilasy holds a PhD in Mass Communication from the University of Georgia (2006). Currently, he is lecturer at the Melbourne Business School. His research interests include marketing metrics, green marketing, food marketing, advertising effects and marketing practitioner cognition. He has published in several journals such as: Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, and Journal of Business Ethics among others. Before joining the academic world, he worked as a metrics analyst at JWT and as head of R&D at Omnicom market research consultancy in New York.