A New Wave of Digital Disruption ModelsNov 09, 2015 Cheryl Han, Co-Founder, Keaton Row
In recent years, in a new wave of digital disruption, businesses are separating consumption activities that traditionally went together: content and advertising…
Why Marketers Should Add “C” to “RFM”Oct 22, 2015
"Clumpiness" measure of consumer behavior can enable better targeting and segmentation.
“Your Action Is Needed”: The Effect of Website-Initiated Participation on User Contributions to Content WebsitesAug 13, 2015 Lior Zalmanson and Gal Oestreicher-Singer, 2015, 15-118
In a series of experiments on a video website, investigates the effects of website-initiated participation, in which the website requires the user to engage with its social features in order to consume content.
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
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