Mobile Targeting Using Customer Trajectory PatternsApr 18, 2017 Anindya Ghose, Beibei Li, and Siyuan Liu, 2017, 17-108
In a large-scale field experiment, "trajectory-based" targeting facilitated higher revenues for the focal store and the shopping mall
Paywalls: Monetizing Online ContentApr 10, 2017 Adithya Pattabhiramaiah, S. Sriram, and Puneet Manchanda, 2017, 17-107
Monetization of online content may generate new subscription revenue--but what about other effects? Study of New York Times finds that metered paywalls can suppress usage among loyal consumers; at the same time, legacy firms may see a boost in print consumption.
Experience Infusion: How to Improve Customer Experience with Incidental ActivitiesMar 31, 2017 Mathew Chylinski, Ashish Sinha, David Sugianto Lie, and William Neill, 2017, 17-106
How marketers can make shopping more enjoyable—and improve customer decision making—without a costly redesign
Effective Customer Engagement Strategies in Health Care: The Role of StigmaMar 29, 2017 Martin Mende, Colleen M. Harmeling, Maura L. Scott, and Robert W. Palmatier, 2017, 17-105
Living with a stigmatizing attribute influences how customers engage socially, but marketers can tailor customer engagement initiatives to enhance effectiveness.
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.