|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.|
How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset MetricsJul 6, 2016 Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor, 2016, 16-115
How managers can leverage owned social media, new product announcements, and advertising to positively shape conversations on social media and improve customer mindset and firm performance metrics.
How Multi-Touch Attribution Is Transforming Marketing Decision MakingJun 13, 2016 Scott Breitenother, Vice President of Data and Analytics, Casper and Michael Cohen, Head of Analytics & Data Science, Convertro
Enhanced consumer-level marketing impact analysis, often called attribution, is evolving rapidly, creating new insights about advertising impact and transforming the ways marketers evaluate media investments. Scott Breitenother and Michael Cohen will offer a detailed perspective, based on Casper and Convertro’s ongoing partnership. Scott will describe Casper’s multi-touch-attribution (MTA) evolution, addressing implementation challenges and new abilities to answer strategic and tactical questions. Michael Cohen will discuss recent advances in multi-touch attribution and how new analytics and data are reshaping the ways marketers evaluate and drive their investment decisions. This webinar is for marketers and marketing researchers who want to sharpen their analytic capabilities and stay up-to-date on rapidly evolving approaches to capturing the ROI of digital media.
eWOM and Product SalesJun 09, 2016
In an award-winning article, Ya You, Gautham Vadakkepatt, and Amit Joshi undertake a meta-analytic review of 51 studies to shed light on whether, how, and under what conditions eWOM works. (From Empirical Generalizations about Marketing Impact, 2nd. ed.)
How Multi-Touch Attribution Is Transforming Marketing Decision MakingJun 07, 2016
Webinar featuring Casper's Scott Breitenother and AOL Convertro's Michael Cohen
This webinar is for marketers and marketing researchers who want to sharpen their analytic capabilities and stay up-to-date on rapidly evolving approaches to capturing the ROI of digital media.
How Much Should B2B Firms Invest in Customer Retention?Jun 01, 2016
New approach helps identify the maximum you should be willing to invest in a customer (from Journal of Marketing Research).
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