|Individuals and organizations interact through many channels, on multiple screens and devices, across a myriad of touchpoints and over time. Given the ubiquity of data, there is a new opportunity for firms to more fully understand the effect and value of their marketing actions. Big data, experimentation, and new models offer new insight into the causal levers and influences in this complex, extended world.|
Harnessing Marketing Analytics for Business ImpactPrepared by Jessica Jumee Kim, Keunwoo Kim, Kalyan Rallabandi, and Dan Yavorsky, 2017, 17-300
Co-sponsored by the UCLA Morrison Center for Marketing and Data Analytics, this conference offered views from the forefront of data science and marketing analytics. Industry and academic leaders presented the latest research and case studies on how firms can deploy analytics beyond advertising to innovation, distribution and pricing for maximum impact.
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
Marketing ROI Analytics in 2016: The Baby and the BathwaterFeb 28, 2017
Ross Link, Former President, Global MROI Solutions, Nielsen
Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?Dec 14, 2016 Beth L. Fossen and David A. Schweidel, 2016, 16-135
Good news for retailers and TV networks: Social TV activity boosts online sales for advertisers.
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