Board of Trustees Meeting: Understanding Customers in a Digitized WorldPrepared by Shrabastee Banerjee, Masha Ksendzova, and Cansu Sogut, 2016, 16-301
As technology continues to transform the path to purchase and delivery channels, companies are creating new ways to reach and offer value to “always on” consumers. At the April 14-15, 2016 Trustees Meeting, presenters explored new and evolving approaches to advertising, customer experiences, marketing analytics, and digital marketing.
An Integrated Analysis of Mobile Application Usage and In-App Advertising ResponseJun 10, 2016 Liye Ma and Baohong Sun, 2016, 16-112
The targeted ad delivery strategies derived from this model yielded significantly higher click-through rates than the benchmark strategy.
The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical ExaminationJun 4, 2016 Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan, 2016, 16-111
Firm generated content works synergistically with TV ads and email marketing to boost customer spending and cross buying.
10 Factors That Boost Mobile Coupon RedemptionJun 01, 2016
Findings of a two-year shopping mall trial (from Journal of Marketing Research).
The Value of RetargetingJun 01, 2016
Effectiveness of ad personalization hinges on timing and placement (from Marketing Science).
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.