Julian Runge

In this discussion, Koen Pauwels, a marketing professor at Northeastern University, and Julian Runge, an assistant professor at Northwestern, dive into the nitty-gritty of marketing experimentation versus probabilistic measurement. They highlight the importance of randomized control trials and how firms often misapply Media Mix Modeling. The duo also explores ways to measure brand equity, emphasizing a balance between quantitative and qualitative insights. Additionally, they shed light on effectively demonstrating marketing value to finance teams and integrating new measurement techniques in a rapidly changing digital landscape.

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.