For that soft rule of taking the short term impact of an effort and multiplying by 2 to gauge the longterm effect what are you considering short term impact? Can apply that rule for one month of revenue, obtained, 3 months, 6 months, etc?
How do you aquire through WOM in the COVID time period?
How do you redefine "distribution" in a digital age, particularly for brands that sell direct? Is search (organic or paid) now part of distribution?
Customer satisfaction is about the product. In these strange times, especially, we see good corporate citizens are important for customers and more importantly prospects of your brand. What is the impact of how brands nurture stakeholders on its long term
Can you comment on how the typical ad elasticity of 0.1 - presumably short-term - compares to longer term effects like those studied in your time-series work with Professor DeKempe in the 1990s?
Can we unpack customer relationships a bit? First how were they defined in those elasticity studies, which elements of the marketing mix are included here and how that translates to products vs services?
You seem to imply that advertising has a sustained carryover effect. How big is that effect? How would you quantify it as a multiplier and over how long of a post period does the carryover effect last?
