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ESOMAR Conference papers
Journal of Advertising Research
Date: newest first
Date: oldest first
Measuring marketing effectiveness and value: the Unisys marketing dashboard
Jennifer Cioffi and Amy Miller, Journal of Advertising Research, Vol. 44, No. 3, September 2004, pp. 237-243
This article documents the approach that Unisys has taken to design, develop, and implement a robust marketing measurement system--the Unisys Marketing Dashboard.
This article documents the approach that Unisys has taken to design, develop, and implement a robust marketing measurement system--the Unisys Marketing Dashboard. On a global scale and a real-time basis, this system is tracking marketing programs and activities, and reporting results to drive operational effectiveness and support major business decisions. In September 2002, Unisys launched the dashboard initiative. This project is one key phase of an overall Marketing Excellence Architecture initiated by the Unisys chief marketing officer. Throughout 2001 and 2002, the marketing organizational framework was developed and delivered. Today, the Unisys Marketing Dashboard serves as the vehicle for addressing the challenge of marketing accountability via a robust, integrated system that has brought additional validation to the importance of marketing within the corporation.
Mr and it
Clive Nancarrow, Julie Tinson, Professor Merlin Stone and Martin Oxley, ESOMAR, Technovate 2, Barcelona, January 2004
The authors of this paper address the issue of whether some businesses have over-estimated the strategic value of Information Technology (IT) and so have overspent and chased a payoff that has not materialised.
The authors of this paper address the issue of whether some businesses have over-estimated the strategic value of Information Technology (IT) and so have overspent and chased a payoff that has not materialised. The paper examines the arguments presented in a debate stimulated by Carr in the Harvard Business Review (May and June 2003), as well as arguments from other published sources. The authors also present findings from their own industry interviews, as well as observations of organisations with which they have worked closely in research supplier or consultancy roles.
Multimedia Desktops in Remote Collaboration. The Effects of Video Quality, Group Size and Task
Giacinto Matarazzo, ESOMAR, Telecommunications, Rome, November 1998
An experiment on the use of two different Multimedia Desktop Systems (MDSs) in a remote collaboration environment is presented.
Telecom Brands. So Near, So Far, Sharpening Their Marketing Swords - A Working Framework
Caol Samms, ESOMAR, Telecommunications, Rome, November 1998
This paper looks at the status of telecom and information technology branding and communications in the global market-place.
This paper looks at the status of telecom and information technology branding and communications in the global market-place. While there has been considerable progress in branding skill and communications discipline by some players, it is apparent that there is still some way to go before the sword is fully sharpened. Brand cases are used to demonstrate marketing communications best practices.
The impact of telecommunications on decision-making 48th ESOMAR
Dietrich Botsch, ESOMAR, Marketing and Research Today, March 1996
The author claims that information and telecommunications have become strategic key factors for the growth and survival of national economies as well as of companies.
The author claims that information and telecommunications have become strategic key factors for the growth and survival of national economies as well as of companies. The survival of enterprises depends very much on how rapidly they adapt to rapid changing conditions, how well they adapt their structures to react flexibly to customer needs and to establish close ties to them. The author believes that speed and customer orientation are two core elements of survival ability. He shows the important role of telecommunications in raising speed and quality of information on changing markets and customer needs.
What has technology wrought? Some effects of technology on the individual, society and commerce
Hazel Kahan, ESOMAR, Triad 2000, New York, June 1995
Marketing in a new age means marketing in an age that is not only being shaped but increasingly dominated by technology.
Marketing in a new age means marketing in an age that is not only being shaped but increasingly dominated by technology. Although the major player in 'technology'is the computer, the distinction between ''computer'and its offspring--voice mail, CD-ROM, cellular phones, 800 numbers--is rapidly becoming trivial. What is not trivial is the impact that this man-made force is having on us all, whether we consider ourselves to be computer-advantaged or not. What is overwhelmingly disturbing as much as it is exhilarating is the radical change technology has had on the way we think, behave, feel. The ubiquity of technology has been so rapid and in many ways increasingly transparent that it has become almost quaint to 'blame' computers when something goes wrong or to express our own frailties when it comes to using them.
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