“What does marketing success look like in a digital, social, mobile (DSM) age”? Marketers and researchers are playing catch-up ball...marketers are trying to catch up to consumers and researchers are struggling to catch up to the real time needs of marketers. Today, researchers still monitor brand KPIs that mostly come from brand tracking which largely follows the old model...survey-based, backward looking, slow, and continuing to reinforce a TV-first marketing culture. Today, by seeking information and sharing their thoughts via social media, consumers have become part of the media equation and marketers need to adjust their beliefs on how to use media...paid, owned, and earned for brand-building. Researchers need to develop new metrics and ways of harnessing digital and social data to reflect this new worldview or risk becoming like the Encyclopedia Brittanica: great work made irrelevant by the cadence of digital society. This book leverages the marketing and research knowledge that Rubinson Partners, Inc.’s founder has used to consult with some of the world’s leading marketers and has been endorsed by readers sharing these ideas over 6,000 times using social media. It describes a winning framework that marketers and researchers can use to succeed in a digital, social, mobile age, elaborating on this from consumer, brand, shopper, and media perspectives, and finally offering six new digital and social media metrics that are critical for brands to monitor and manage.
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Joel is President and founder of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy. Started in 2010, Rubinson Partners, Inc. (RPI) has already helped position advertiser, marketing research, and digital media clients for success in a digital age. Prior to starting his consultancy, as Chief Research Officer at The Advertising Research Foundation, Joel interacted directly with hundreds of research leaders and drove the organization’s initiatives regarding social media listening, research transformation, and shopper path to purchase. Prior to joining the ARF, Joel was Senior Vice-President, Head of Advanced Solutions for Synovate North America where he was their leading branding resource and was also the global thought leader for shopper research. Before that, Joel was managing director the advanced research for a leading consultancy, Vivaldi Partners. Joel was at the NPD Group for many years, leading the creation of modeling approaches for brand equity management (BrandBuilder), new product forecasting (ESP), category management and designed many of their data collection and sampling methodologies as NPD changed from paper diaries to online research. Joel started his research career at Unilever. Joel is also a published author of numerous papers in professional journals and frequent speaker at industry conferences. He has taught the official American Marketing Association advanced tutorial on brand loyalty. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU. On a more personal note, Joel is crazy for baseball (he wrote a paper on applying statistics to baseball and created the concept of “replacement value” of players before SABERMETRICS was born). Joel is also a noted blues harmonica player, playing with his band The Outliers (like statistical outliers) for over 15 years and also playing harmonica for a leading Rolling Stones tribute band.
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