An Integrated Analysis of Mobile Application Usage and In-App Advertising ResponseJun 10, 2016 Liye Ma and Baohong Sun, 2016, 16-112
The targeted ad delivery strategies derived from this model yielded significantly higher click-through rates than the benchmark strategy.
The Impact of Online Product Reviews on Product ReturnsJan 28, 2016 Nachiketa Sahoo, Chrysanthos Dellarocas, and Shuba Srinivasan, 2016, 16-101
Analysis of transaction-level data from a multi-channel, multi-brand specialty retailer suggests that online consumer reviews help shoppers make better purchase decisions—leading to lower product returns.
Online Relationship MarketingDec 28, 2015 Irina V. Kozlenkova, Eric (Er) Fang, Bangming Xiao, and Robert W. Palmatier, 2015, 15-126
Longitudinal data from China's largest ecommerce platform show how relationship marketing strategies can pay off for sellers.
Using Search Trend Data Improves Sales PredictionDec 18, 2015
Firms can use aggregated search query data to predict how well their brands will do—and how well the competition is faring.
Frontiers of MarketingPrepared by Daniel Penrice, 2015, 15-303
What are key findings that have emerged from academic research on MSI's 2014-2016 research priorities? This report summarizes presentations by leading academics at MSI's "Frontiers of Marketing" conference, held on July 30-31, 2015 at Boston College.
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