My research aims to estimate return on marketing investment and long-term marketing productivity. In other words, I develop and apply my expertise in econometric modeling and strategic marketing to examine how marketing actions affect company performance over time.

This research focus fits within major substantive and methodological developments in the marketing field. First, long-term marketing productivity continues to be a top research priority for managers (Marketing Science Institute 2002). Second, econometric time series models face a bright future as the length and size of empirical datasets increase, the market environment is rapidly changing and the view of marketing actions as financial investments gains steam.