Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment

In this research we conducted a mixed research, using qualitative and quantitative analysis to study the relationship and impact between mobile advertisement and mobile app user acquisition and the conclusions companies can derive from it. Data was gathered from management of mobile advertisement campaigns of a portfolio of three different mobile apps. We found that a number of implications can be extracted from this intersection, namely to product development, internationalisation and management of marketing budget. We propose further research on alternative app users sources, impact of revenue on apps and exploitation of product segments: wearable technology and Internet of Things

Using Mathematical Programming For Marketing Plan Optimization

While a growing number of companies are embracing analytical metrics to measure the performance of their critical business processes, many neglect to apply the same mathematical rigor to their marketing efforts. This paper examines how to apply a disciplined quantitative approach to resource allocation within the context of marketing. This project will examine a company that manufactures and sells electric power generation components. This firm’s executive management believes that developing nations in Asia have a particularly strong need for power generation equipment as they build and expand new infrastructure at a rapid pace. Management objective is to construct a marketing plan that will maximize both total revenue as well as revenue from a targeted geographic region, while working within the budgetary and other constraints. Operations Research offers sophisticated tools for translating complex business situations into mathematical expressions. These expressions may then be evaluated to identify one or more optimal solutions. Multivariate Testing is used to quantify all the relevant variables for the mathematical model. This statistical tool allows the researcher to simultaneously test the effect of various input factors on the response variable, and also test for any interactions between factors. These interactions are often significant in predicting the response outcome. Using indexed utility values produces a blended model that can simultaneously satisfy both objectives. This blended model results in a marketing plan that will increase total revenue by more than five million dollars, a 57% gain. At the same time, the plan will generate an 18% increase in targeted revenue, positioning the company for future growth. The project shows that companies can, and should, insist on the same degree of financial accountability from their marketing investments that they would expect from any other capital or operational expenditures

The State of Marketing in Leading MNC’s and their Local Competitors in Pakistan : Findings of a Baseline Survey

The objective of this research is to assess the state of marketing practices in leading multi-national companies operating in the country and their local competitors. This paper presents the findings of the first phase of the study. These findings are based on personal interviews with forty-three MNCs. The findings reveal that companies varied significantly with regard to marketing practices and processes --- both in terms of engaging in different practices and processes but also in terms of the level of marketing sophistication. This difference was found in companies within as well as across industry sectors. While such differences were expected, the extent of such differences was deemed to be significant, given that the participating firms were leading MNCs. Based on the framework for documenting marketing practices and processes, profiles were developed for the best company in each of the chosen industry sectors. The basis for identifying the top companies was the breadth and depth of marketing practices and processes reported. Five profiles of top companies (one from each sector) were developed. These profiles show the level of marketing sophistication and could represent a benchmark for other companies.Marketing Practices in Pakistan, Marketing Sophistication, Marketing Benchmarking, Marketing Practices in Multinational Companies (MNCs) in Pakistan