Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School and Visiting Professor of Marketing at Singapore Management University. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world's leading business schools teaching on the MBA programs at London Business School, MIT Sloan, and the University of Minnesota. He is widely acknowledged as one of the world's best marketing instructors and has been the recipient of awards for his teaching at LBS, MIT, SMU and MBS.
Mark has worked globally on projects ranging from brand strategy, market research, segmentation, CRM, marketing communications, brand acquisition, brand valuation and brand extension. For thirteen years - from 2002 to 2015 - he served as in-house professor for LVMH - the world's largest luxury group - working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.
Mark has written a weekly column on branding for Marketing Week for over a decade. On three occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. He is also a columnist for The Australian newspaper. His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis.
The most interesting marketing metric you've never heard of
With modern marketers drowning in data and metrics, finding signal in the noise can often be difficult without spending heavily on bespoke research.
But in 2020 we saw the growth in popularity of a simple, generally applicable and useful measure that allows us to generate category wide insight.
At a simple level 'share of search' provides us with an elegant way to measure market share, but can also be used to generate unique insight about customers and competitors.
So why has a measure that has been staring us in the face for years and doesn't require a big budget to develop become such a hot topic?
Chaired Rothco Accenture Interactive Media & Performance Lead Shane O'Leary, this panel will examine the context behind this new metric and deeply examine the benefits, limitations and use cases for 'share of search'.
- James Hankins (Vizer Consulting), the ex agency strategists who's research and writing helped uncover and popularise the measure
- Grace Kite (MD at Gracious Economics) a marketing effectiveness expert who will help attendees understand how this metric fits into a balanced measurement strategy
- Prof. Mark Ritson (Marketing Week Mini MBA) who will tell us why SOS might lead to the development of 'one the most exciting and useful marketing metrics of the near future