TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
The Socially Responsible CMOMay 22, 2017 Peren Ozturan and Amir Grinstein, 2017, 17-110
On the path toward marketing excellence, CMOs should place high priority on social responsibility efforts, this study suggests.
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision MakingMay 10, 2017 Ryan Hamilton and Uma R. Karmarkar, 2017, 17-109
Science has a lot to say about how customers make decisions. This frameworks helps marketers apply what's most relevant to their customer, product, and category.
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.