Research Methods and Tools
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.
NetnographyJul 28, 2016 Rob Kozinets, University of Southern California
Rob will introduce the principles of netnography and online ethnography, bringing an experience-design-based focus to analysis of social media data.
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.
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.
Improving Profitability on Win-BacksJun 01, 2016
To encourage profitable second-lifetime behavior, firms should base win-back offers on the customer's reason for defection (from Journal of Marketing).
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