The Schmalenbach Working Committee on "Marketing Performance Analytics" has started its work with a Workshop in Cologne on November 10, 2022. Professor Fischer initiated and co-leads this working committee together with Aydin Sahin, Commerzbank. The idea of the Schmalenbach Working Committee is to foster the collaboration between science and practice by addressing important questions related to marketing performance management and the use of analytics. Top and senior marketing executives from diverse companies and marketing professors are members of the committee that meets regularly during the year.