The goal of this project is to develop an empirically grounded framework and process for the transformation of marketing.
- Dates2017-2018
- SponsorPublicis Media
- Fundedn/a
- Partnersn/a
Overview
Cranfield – Publicis Digital Transformation of Marketing Research Fellow
Publicis is funding a full time researcher for one year exploring the impact of the emerging data rich environment upon the role, power and practices of the marketing function. The goal of this project is to develop an empirically grounded framework and process for the transformation of marketing. The research will comprise of case studies across leading economies. There will be managerial and academic outputs that be will be used for publication as well as executive education. Publicis Media is one of the world’s biggest media buying agencies and a leader in attribution modelling, the determination of the ROI of individual media, and media portfolio optimisation.
