TV Ads and Search Spikes: Toward a Deeper UnderstandingFeb 09, 2017 Kenneth C. Wilbur, University of California, San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to "mundane" TV ads. The question is, does search reliably predict intent?
Advertising Spending in the Digital AgeFeb 09, 2017 Shuba Srinivasan, Boston University
Much has been learned about the impact of advertising on business performance. But do these lessons still hold in the digital age?
Two Views on the Future of Marketing AnalyticsFeb 09, 2017 Koen Pauwels, Özyeğin University
What does the future hold? Deep learning, self-service analytics, confirmation bias, fast hypothesis testing, augmented reality, IoT?
The New Market Research Landscape in Media and EntertainmentFeb 09, 2017 Matt Kautz, Vice President of Business Intelligence, Analytics and Research, Machinima
How can marketers in the media and entertainment industry use these data sets to address their strategic questions? Matt Kautz will present a framework and offer a deep-dive into some case studies on creative optimization, forecasting, and media targeting.
Effects of Social Networks: Takeaways from the Digital Entertainment IndustryFeb 09, 2017 Elisabeth Honka, University of California, Los Angeles
As consumers socialize and share their experiences with products and services online, it is crucial for companies to understand how their purchase decisions and product engagement are influenced by the experiences and opinions of friends as well as the information generated by the social network as a whole.