Marketing Decision Support
Big DataJoseph Davies-Gavin, Clarence Lee, and Lingling Zhang, 2013, 13-300
Summarizes the proceedings of MSI's conference on "Big Data," held at the Massachusetts Institute of Technology, Cambridge, on December 4-5, 2012.
Principles of Credible CommunicationFeb 12, 2013
Why does so much good research get underutilized, misinterpreted, or simply ignored? At MSI’s November 2012 Trustees Meeting, Michael Maslansky, CEO, maslansky + partners, offered a new set of “4Ps” for marketers.
Marketing Mix Analysis: Heuristics to Empower ActionJan 01, 2013 Paul Flugel, Vice President, Research Solutions, Catalina Marketing Corporation and Dafna Gabel, Director, Marketing Intelligence Analytics, Nestlé
For consumer packaged goods (CPG) brands, ROI is the most commonly-used metric in assessing the performance of marketing elements. A primary reason for this is…
Ethnographic Stories for Market LearningDec 31, 2012 Julien Cayla and Eric J. Arnould, 2012, 13-100
Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts.
Building Insights Off the Largest “Mobile Panel” in HistoryDec 04, 2012 Sean Bruich, Head of Measurement Platforms & Standards, Facebook, Inc.
How big is Big Data? With over 600 million active and highly engaged mobile users, Facebook’s user base represents an unprecedented opportunity to understand how consumers are selecting, using, and transitioning between mobile services and devices. One important application of these data is the development of campaign effectiveness measurement techniques for device manufacturers and service providers, using mobile device outcome measurement. In this session, Sean 16271 will describe the privacy-safe approach to developing the underlying dataset, from instrumentation to device ownership assignment, and the development of causal models that scale to hundreds of campaigns and hundreds of millions of devices.
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