All Reports
-
The Socially Responsible CMO
May 22, 2017 Peren Ozturan and Amir Grinstein, 2017, 17-110On 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 Making
May 10, 2017 Ryan Hamilton and Uma R. Karmarkar, 2017, 17-109Science 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 Patterns
Apr 18, 2017 Anindya Ghose, Beibei Li, and Siyuan Liu, 2017, 17-108In a large-scale field experiment, "trajectory-based" targeting facilitated higher revenues for the focal store and the shopping mall
-
Paywalls: Monetizing Online Content
Apr 10, 2017 Adithya Pattabhiramaiah, S. Sriram, and Puneet Manchanda, 2017, 17-107Monetization 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 Activities
Mar 31, 2017 Mathew Chylinski, Ashish Sinha, David Sugianto Lie, and William Neill, 2017, 17-106How marketers can make shopping more enjoyable—and improve customer decision making—without a costly redesign