随着营销活动和受众类型的日益多样化，以及不断发展的技术平台，企业面临着压倒性的信息量以及关于其资源投资的一系列选择。因此，企业比以往任何时候都需要对增长计划做出更明智的决策。我们的研究和与业务合作的努力旨在增进对当代战略决策复杂性的理解。为此，我们挑战了衡量，管理和分析营销绩效的现有方法，并确定了从数据中获得洞察力的新颖方法。我们的重点是促进有效和有效的营销计划和执行，以改善整体营销绩效。同时，我们力求通过紧密合作确定可靠的问题并基于强大的科学分析和证据方法提供有见地的答案，从而对企业界具有相关性和帮助。
The main role for the marketing function is to generate sustainable profits for the company over a longer period of time. This is the objective the company's marketing strategy serves, informed by such theories as relationship marketing, customer loyalty and life-time value or the resource-based view of the firm, and more broadly organisational behaviour.<br><br>Delivering on this objective is an unrelenting challenge for most companies. They are competing in markets where new channels for distribution and/or communication emerge, competition lines become blur, development, diffusion and adoption of innovations sustains a rapid pace and competitive pressure on profits and profit margins remains intense.<br><br>The focus of our cluster and our aim is to identify new insights to help companies successfully navigate through such straits following a sensible and effective marketing strategy for sustainable long-term profitability. We seek to fulfil this aim through rigorous but also relevant and impactful research.