AdExchanger The Behavioral Economist’s POV On Marketing Measurement
May 6, 2025
In this discussion, Julian Runge, an Assistant Professor of Marketing at Northwestern University, delves into the flawed landscape of marketing measurement. He highlights the importance of effective communication and the need for true experimentation, especially within gaming as a consumer engagement tool. Runge critiques current measurement challenges, emphasizing the integration of behavioral economics to understand consumer behavior. He advocates for traditional marketing approaches to evolve by embracing innovative data insights and experimenting for better audience engagement.
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Julian's Walking Habit
- Julian Runge shares his personal habit of walking about 13,000 steps a day.
- This habit started during the pandemic when other water sports activities were limited.
Gaming's Unique Marketing Edge
- Gaming offers dynamic user experience options like price personalization and social matching.
- Such immersive adaptability benefits engagement and monetization beyond traditional marketing channels.
Misconceptions About Gamers
- Marketers often hold misconceptions about gamers, thinking they're mostly young basement dwellers.
- Mobile and casual gaming demographics now span diverse ages and income brackets.