Ehrenberg-Bass Institute
Marketing Metrics & Buyer Behaviour Group
Outcomes
Work on metrics and buyer behaviour underlies most of the work of the Institute, and can be found in almost every research stream. With the appointment of Professor Malcolm Wright as head of the group in 2008, the core outputs of this group have expanded.
One of the key outcomes for 2008 was the publication of “Consumer Behaviour: Applications in Marketing” co-written by Professor Wright and published by Sage, London. The book has a heavy emphasis on buyer behaviour, metrics and the use of data. A second book emerging from the group’s research “Laws of Growth” written by Professor Byron Sharp was also completed in 2008, with publication expected in 2009.
Two R&D reports on research from the Buyer Behaviour and Marketing Metrics Group were published in 2008. Report 45 “Are Younger Customers Easier to Win?” and report 46 “Penetration vs Loyalty: a Clarification” were distributed to over 1,500 individuals through the Institute’s Corporate Sponsorship Program.
Key research outcomes for the group for 2008 were:
• Completion and validation of software to provide conditional trend analysis for light and heavy buyers
• The development of a new method to optimise the advertising budget, based on the ratio of advertising elasticity to gross profit
• Finding a new empirical generalisation of the prediction of year-end trial for new products, based on analogous series.
Work on metrics and buyer behaviour underlies most of the work of the Institute, and can be found in almost every research stream. With the appointment of Professor Malcolm Wright as head of the group in 2008, the core outputs of this group have expanded.
One of the key outcomes for 2008 was the publication of “Consumer Behaviour: Applications in Marketing” co-written by Professor Wright and published by Sage, London. The book has a heavy emphasis on buyer behaviour, metrics and the use of data. A second book emerging from the group’s research “Laws of Growth” written by Professor Byron Sharp was also completed in 2008, with publication expected in 2009.
Two R&D reports on research from the Buyer Behaviour and Marketing Metrics Group were published in 2008. Report 45 “Are Younger Customers Easier to Win?” and report 46 “Penetration vs Loyalty: a Clarification” were distributed to over 1,500 individuals through the Institute’s Corporate Sponsorship Program.
Key research outcomes for the group for 2008 were:
• Completion and validation of software to provide conditional trend analysis for light and heavy buyers
• The development of a new method to optimise the advertising budget, based on the ratio of advertising elasticity to gross profit
• Finding a new empirical generalisation of the prediction of year-end trial for new products, based on analogous series.
