Marketing Analytics Founder and CEO Ross Link Discusses Business Applications of ROMI (Return on Marketing Investment) Analytics

The University of Iowa's Tippie College of Business held a symposium in honor of Dr. Doyle Weiss, who retired in 2008. Dr. Weiss has been an important contributor in the marketing science community, and has authored numerous papers on modeling advertising and the impact of data aggregation, among many other topics. Marketing Analytics CEO Ross Link was the only non-academic invited to present at the symposium. Ross presented on the uses and real world benefits of ROMI analytics. One case study was shown of a model Marketing Analytics developed that predicted market shares after a major price change within ½ a share point. Another showed how we measured effectiveness of traditional and online marketing on both store and online sales for a $9 billion retailer.