Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
Marketing Analytics: Advanced, Pervasive, InvisibleJun 26, 2015
Webinar featuring Conor McGovern, Accenture Digital
Marketing analytics visionary Conor McGovern, Accenture Digital, focuses on the challenges of and strategies for deeply embedding advanced analytics in the organization
How Free Digital Products GrowJun 12, 2015
As "free" becomes a dominant model, what does this mean for marketers?
Multi-feature Product Usage Offers Marketing OpportunityJun 12, 2015
Customer usage data can help firms improve product utility and maximize revenues.
Board of Trustees Meeting: A Celebration of Breakthrough MarketingPrepared by James Blair, Bhavya Mohan, and Lingling Zhang, 2015, 15-302
Summarizes the proceedings of MSI's Board of Trustees Meeting, "A Celebration of Breakthrough Marketing" on April 23-24, 2015 in Boston, Massachusetts.
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