Six Analysis Group Consultants Contribute to New Handbook on Marketing Analytics

April 04, 2018

Six Analysis Group consultants are contributing authors to three chapters in the new Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Coedited by Analysis Group affiliate Natalie Mizik (Professor of Marketing and J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington) and Dominique M. Hanssens (Distinguished Research Professor of Marketing, UCLA Anderson School of Management), the Handbook showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support.

The Handbook explores multidisciplinary topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis. It includes 36 chapters authored by academics and practitioners that are all recognized authorities in their respective areas of specialty. The three Analysis Group-authored chapters address topics related to the use of surveys in litigation:

  • Chapter 28: "Avoiding bias: ensuring validity and admissibility of survey evidence in litigations," coauthored by Managing Principal Rebecca Kirk Fair and Vice President Laura O'Laughlin

  • Chapter 34: "Consumer surveys in trademark infringement litigation: Fiji vs. VITI case study," coauthored by Managing Principal T. Christopher Borek and Vice President Anjali D. Oza

  • Chapter 35: "Survey evidence to evaluate a marketing claim: Skye Astiana, Plaintiff v. Ben & Jerry's Homemade, Inc., Defendant," coauthored by Managing Principal Alan G. White and Vice President Rene Befurt

The Handbook of Marketing Analytics is available for purchase on the Edward Elgar website.