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What Marketers Are Talking About - June 8, 2017

Resources to help marketers build a "test and learn" culture


WEBINAR RECORDING
How field experiments can generate new consumer insights

Northeastern’s Paul Fombelle discusses new ways to connect with customers in B2C and B2B settings.
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INSIGHTS FROM MSI
A better way to measure advertising ROI
A low-cost, low-touch, scalable approach, implemented on Google’s Display Network.
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REPORT
What’s next in mobile targeting?
Anindya Ghose, Beibei Li, and Siyuan Liu test a novel strategy that uses mobile customers' offline movements to make better recommendations.
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ARTICLE
The “new” marketing science of experimental design  
Time-tested wisdom in this 2001 Harvard Business Review article, coauthored by Gordon Wyner. 
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CONFERENCE HIGHLIGHTS
How Vanguard is experimenting to improve CX
At MSI’s Fall Trustees Meeting, Shannon Nutter-Wiersbitzky discussed Vanguard’s test-and-learn approach. 
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UPCOMING
Interested in learning more about experimental design?

Join us on June 27 for one-day workshop, “Boost Your Marketing Effectiveness with Experimental Design,” at Northwestern University. (Register by June 16).
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QUICK TALK
Is photo-taking a good thing for CX?
Findings from field studies on how photo-taking influences customer experience, presented by USC’s Kristin Diehl at MSI's Spring Trustees Meeting.
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