Commentary: A Strategic Perspective on Capturing Marketing Information to Fuel Growth: Challenges and Future Research

Morgan, Neil; Lurie, Robert S.

doi:10.1177/0022242920973036

Cited by 4 publications

(2 citation statements)

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“…Automaticity refers to the degree to which the use of MPA metrics and analysis are programmed and enabled by technology. Increasingly, firms are using AI and ML tools to analyze and learn from tracking marketing activities and metrics which are then often utilized to calibrate and optimize marketing resource allocation in such systems (e.g., Morgan and Lurie 2021). For example, in a firm's AdTech "stack", open rates on email offers may trigger followup banner advertising purchases and re-targeting ad deployments with no human interventions once the initial "rules" are set.…”

Section: Utilizationmentioning

confidence: 99%

“…In the case of technology-enabled automatic use, speed could perhaps be measured in seconds, while other human uses within the firm may often take weeks or months (even years for some strategy-related uses). Depending on the use, speed could be an important determinant of the outcomes of use as performance data may have a "shelf-life" and its value in terms of potential for competitive advantage decay over time (e.g., Morgan and Lurie 2021). This may be particularly true in dynamic markets.…”

Section: Utilizationmentioning

confidence: 99%

See 1 more Smart Citation

Marketing performance assessment and accountability: Process and outcomes

Morgan

Jayachandran

Hulland

et al. 2022

International Journal of Research in Marketing

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Section: Utilizationmentioning

confidence: 99%

Section: Utilizationmentioning

confidence: 99%

Marketing performance assessment and accountability: Process and outcomes

Morgan

Jayachandran

Hulland

et al. 2022

International Journal of Research in Marketing

Self Cite

View full text Add to dashboard Cite

Marketing Thinking and Doing

Deighton¹,

Mela²,

Moorman³

2020

Journal of Marketing

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The history of marketing reveals an uneasy relationship between marketers and their academic counterparts. At best, they support one another's endeavors and may even partner to develop ideas and technologies. At worst, they ignore one another and may even view their counterpart with some disdain. While the latter is not useful, this 100-year old ambivalence in marketing is in some ways quite natural and its foundational quality quite old. Aristotle, for example, distinguished thinking (theoria) from doing (praxis). We think there is a strong case to be made for stronger interactions between the two for the betterment of marketing. Consider weaving as an analogy. Individual fibers have value separately; when combined, they can produce useful materials or beautiful tapestries. To apply the analogy to marketing, academics and practitioners operate in distinct worlds with their own styles and requirements. The result for each can be a limited view of marketing-one focused on the threads relevant to their worlds. However, when each weaves at least some of the other's thinking and doing with their own, the resulting fabric is likely to be more valuable to the field and to the world at large. Why write about the opportunity for a thinking-doing weave to introduce the Special Issue on "From Marketing Priorities to Research Agendas"? The reason lies in our purpose, which is to publish a set of articles that offers insights regarding how the Marketing Science Institute's (MSI's) priorities-determined every two years by polling corporate members-might be understood and advanced from an academic perspective. To that end, MSI created the MSI Scholars program in 2018 for mid-career scholars interested in translational research and invited them to participate in this challenge. Our purpose was to support these scholars on their quest and to invite practitioners and academic perspectives to challenge and complement their work. Observing the process of writing and reviewing the articles and commentaries over the past few years has shown us it is much harder than it should be to fit together two things that should go hand in glove. Reflecting on these experiences and our roles in the field more broadly, we observed challenges, inspiration, and important lessons that we want to record in this editorial.

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