New Data and Skills
|The rapid change in marketing can best be seen in the plethora of new types of data and new analytic approaches to gain insights. There is also a sense that the old methods aren’t working as well, and that some of the traditional indicators and metrics are less effective. Marketers need new approaches that enable firms to gain insights from multiple approaches, to synthesize, to bring together disparate methods to drive action.|
New Tool to Predict Consumer SpendingOct 24, 2016
Method allows more accurate prediction of wallet size and share when competitive data are unavailable (from International Journal of Research in Marketing).
“Yes/No” Format Gets People to ClickOct 23, 2016
Two experiments examine consumer response rates and participation (from Journal of Marketing Research).
Online Data Improves TV ForecastingOct 23, 2016
Consumers reveal their offline preferences through social posting activity (from Marketing Science).
Monitoring Brand Perceptions in Real TimeOct 23, 2016
Novel approach uses social media data to create perceptual map (from Marketing Science).
Insights from MSI - 2016 Issue 2Aug 30, 2016
For members only, Insights from MSI offers access to new research, ahead of journal publication. Each issue features managerial summaries of MSI working papers and other new reports.
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