Insights from MSI - 2017 Issue 2
This issue focuses on MSI’s 2016-18 Research Priority #1: Qualitative models to understand causality, levers, and influence in a complex world. The question is, How can marketers effectively detect the signals in the noise of big data, identify critical paths to purchase, and understand the individual-level effects of new technologies?
Anticipating customers’ next steps
How marketers can fully capitalize on smartphones' expanded potential to improve mobile campaigns and customer experiences
Is service transition a silver bullet for B2B firms?
When it makes sense to invest—and when it doesn't
Optimizing TV ad buy via brand search response
How ads influenced brand searches, minute by minute
Effects of streaming on consumption
Insights from the music industry
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