|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.|
Incorporating Emotions into Evaluation and Choice ModelsJun 01, 2016
Understanding the importance of emotions drove Kmart Australia repositioning (from Marketing Science).
Detection of Customers’ Life Change: Real-time Analysis Using a Control Chart ApproachMay 31, 2016 Yi Zhao, Nuo Xu, and Yingge Qu, 2016, 16-110
A simple and efficient solution to help managers target direct marketing based on customers’ life changes.
A Better Way to Measure Ad EffectivenessMay 25, 2016
A new "ghost ad" approach, implemented via the Google Display Network, offers more accountability for advertising spending.
The Value of Device-Switching CustomersMay 25, 2016
Investing in mobile can pay off later, in conversion on fixed devices.
What Are the Right Benchmarks for Your Social Media Metrics?May 24, 2016
Perceptual mapping provides a more nuanced "voice of the customer."
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