New findings and insights on 2018-2020 research priority topics

MSI is pleased to announce the winner and four finalists in the 2018-2020 Research Priorities Working Paper Competition. Launched in August, the competition aimed to generate content pertaining to the new priorities and translate that research for immediate consumption by MSI member companies. The five winning submissions will receive a cash award prize. In addition, the winning paper and finalist papers will be released in MSI’s Working Paper Series.

Winner

“p-Hacking and False Discovery in A/B Testing” by Ron Berman, Leonid Pekelis, Aisling Scott, and Christophe Van den Bulte
Priority topics
The evolving landscape of martech and advertising
Capturing information to fuel growth

Finalists

“Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years” by Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur
Priority topic
The evolving landscape of martech and advertising

“Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program” by Valeria Stourm, Eric T. Bradlow, and Peter S. Fader
Priority topic
The evolving landscape of martech and advertising

“Automating Online-Offline Data Merger for Integrated Marketing” by Chenshuo Sun, Anindya Ghose, and Xiao Liu
Priority topics
The evolving landscape of martech and advertising
Capturing information to fuel growth

“Consumer Misinformation and the Brand Premium: A Private Label Blind Taste Test” by Bart J. Bronnenberg, Jean-Pierre Dubé, and Robert E. Sanders
Priority topics
Cultivating the customer asset
Capturing information to fuel growth