|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.|
Empirical Generalizations about Marketing Impact, 2nd ed.Sep 19, 2015
Edited by Dominique M. Hanssens of UCLA, the 2015 edition updates MSI’s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation. Contributors are leading academics with deep expertise in their marketing areas. (195 pages)
Integrating Social Media MetricsJul 9, 2015 Wendy W. Moe and David A. Schweidel, 2015, 15-113
Develops an integrated modeling framework for multiple commonly monitored social media metrics; applies the model to Twitter dataset
Using Forums and Search for Sales Prediction of High-Involvement ProductsApr 10, 2015 Tomer Geva, Gal Oestreicher-Singer, Niv Efron, and Yair Shimshoni, 2015, 15-105
Examines the interplay between search trend data and publicly available WOM from social media websites in the context of sales prediction; based on sales data for 23 U.S. car brands, Google search trend data, and a comprehensive scan of internet discussion forums.
Producing Marketing KnowledgeNov 04, 2014
Video featuring Carl Mela, Duke University
From MSI's conference, "Marketing Analytics in a Data-Rich Environment," in San Francisco, July 31-August 1, 2014. (Edited highlights)
Marketing Analytics in a Data-Rich EnvironmentJustin Max, Duke University, and Wayne Taylor, UCLA , 2014, 14-304
Summarizes the proceedings of MSI's conference, "Marketing Analytics in a Data-Rich Environment" held on July 31-August 1, 2014, in San Francisco, California.
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