|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.|
Effect of eWOM on SalesOct 23, 2016
Meta-analysis offers generalized empirical findings – what works and what doesn’t (from Journal of Marketing Research).
Monitoring Brand Perceptions in Real TimeOct 23, 2016
Novel approach uses social media data to create perceptual map (from Marketing Science).
Quantitative Analytics of Social MediaJul 29, 2016 Wendy Moe, University of Maryland
Wendy will explore the potential biases and pitfalls of social media data, and will introduce new models that accommodate these biases.
The Dark Side of Mobile Channel Expansion StrategiesJul 21, 2016 Ju-Yeon Lee, Mengzhou Zhuang, Irina V. Kozlenkova, and Eric (Er) Fang, 2016, 16-119
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
Multichannel Sales Attribution and Media OptimizationJul 7, 2016 Sandy D. Jap and Timothy J. Gilbride, 2016, 16-116
By accounting for cross-channel complementarities in sales and media channels, this model offers a valuable tool to firms seeking to optimize media allocation spend.
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