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?
Looking at all the things most marketers (still) do today, what is the one thing you recommend people stop immediately?
How much does social responsibility factor into value of brand or company, e.g., current advertisers boycott of Facebook?
Are you aware of any studies that extract Product Quality’s impact on Brand Equity and Customer Equity versus other potential drivers of equity?
What would say is an example of customer equity in the CPG space?
Is there any research on NPS value to company value?
How do you differentiate brand equity from customer equity with measurement?
Should product ratings and reviews somehow be factored into propensity when determining the incremental impact of marketing on driving KPI's?
I assume its critical for the reviews to get eyeballs to make them effective? Is this suggesting we make them more frontal at point of purchase?
