Archive for mai, 2018

24 mai 2018

2018-2020 Research Priorities by Marketing Science Institute

par marketingthema

Every two years, the Marketing Science Institute asks every MSI member company Trustee to provide input to help set priorities for the research that will guide activities for the next few years.

These priorities enable the Marketing Science Institute to engage in its most critical mission: aligning marketing science and practice in order to create materially better outcomes for marketers and the customers they serve.

2018-2020 Research Priorities

  1. Cultivating the Customer Asset
  2. The Evolving Landscape of Martech and Advertising
  3. The Rise of Omnichannel Promotion and Distribution
  4. Capturing Information to Fuel Growth
  5. Organizing for Marketing Agility

You can download the PDF file here 

20 mai 2018

Second-generation p-values: Improved rigor, reproducibility, & transparency in statistical analyses

par marketingthema

Statisticians often try to come up with alternatives to p-values. Here’s a recent attempt called ‘second generation p-values’.

Verifying that a statistically significant result is scientifically meaningful is not only good scientific practice, it is a natural way to control the Type I error rate. Here we introduce a novel extension of the p-value—a second-generation p-value (pδ)–that formally accounts for scientific relevance and leverages this natural Type I Error control. The approach relies on a pre-specified interval null hypothesis that represents the collection of effect sizes that are scientifically uninteresting or are practically null. The second-generation p-value is the proportion of data-supported hypotheses that are also null hypotheses. As such, second-generation p-values indicate when the data are compatible with null hypotheses (pδ = 1), or with alternative hypotheses (pδ = 0), or when the data are inconclusive (0 < pδ < 1). Moreover, second-generation p-values provide a proper scientific adjustment for multiple comparisons and reduce false discovery rates. This is an advance for environments rich in data, where traditional p-value adjustments are needlessly punitive. Second-generation p-values promote transparency, rigor and reproducibility of scientific results by a priorispecifying which candidate hypotheses are practically meaningful and by providing a more reliable statistical summary of when the data are compatible with alternative or null hypotheses.

20 mai 2018

How Blockchain Technology Changes Marketing by Marketing Science Institute

par marketingthema

18 mai 2018

The Scientific Paper Is Obsolete Here’s what’s next.

par marketingthema

The scientific paper—the actual form of it—was one of the enabling inventions of modernity. Before it was developed in the 1600s, results were communicated privately in letters, ephemerally in lectures, or all at once in books. There was no public forum for incremental advances. By making room for reports of single experiments or minor technical advances, journals made the chaos of science accretive. Scientists from that point forward became like the social insects: They made their progress steadily, as a buzzing mass.

The earliest papers were in some ways more readable than papers are today. They were less specialized, more direct, shorter, and far less formal. Calculus had only just been invented. Entire data sets could fit in a table on a single page. What little “computation” contributed to the results was done by hand and could be verified in the same way.

More here