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Top 10 in 2018

1

2018 Best Paper: “The Dark Side of Big Data’s Effect on Firm Performance”

Why firms should take a “more tempered” approach to customer information. Report by Kelly Martin, Abhishek Borah, and Robert Palmatier

2

Five strategic imperatives for marketers

MSI’s 2018-20 Research Priorities align marketing science and practice to create better outcomes for marketers and customers.

3

Required reading from the top journals

Selections and commentary from Peter Verhoef, University of Groningen

4

Marketers’ must-reads from Dartmouth’s Kusum Ailawadi

Ghost ads, paying consumers for content, social effects of CRM campaigns, and more

5

What to read (and why) from Harvard’s Mike Norton

Research on couples’ decision making, product mistakes, and customer retention “futility”

6

How income inequality is relevant for marketers

New research on inequality and consumption from Stefano Puntoni, Erasmus University

7

From the cutting edge of consumer science

Journal must-reads from netnographer Rob Kozinets, USC

8

p-Hacking and false discovery in A/B testing

Award-winning study analyzed 2000+ commercial experiments and found that 57% of testers ended their experiments too soon.

9

Top Download: "Multichannel Sales Attribution and Media Optimization"

Sandy Jap and Timothy Gilbride develop a decision support tool to optimize media mix spending.

10

Are your customers night owls or morning people?

Kelley Gullo, Jonah Berger, Jordan Etkin, and Bryan Bollinger examine the circadian rhythm of consumer preference.

Top Ten 2017 Articles
Top Ten 2016 Articles
Top Ten Articles in 2015
Top Ten Articles in 2014

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