Customer Relationships and Experiences
Stick the Landing with Analytic OpsFeb 22, 2018 Kathy Koontz, Practice Director Customer Journey, Teradata
Just like Shaun White’s double-corked 1440s in the Winter Olympics, you can do a lot of complex activity in Marketing Analytics. But if you don’t stick the landing, it doesn’t really count.
Brand-Tier Advantage in Service CoproductionFeb 5, 2018 Beibei Dong and K. Sivakumar, 2018, 18-104
Coproduction is a double-edged sword: High-tier brands can leverage their brand advantage, but must be careful with customer service expectations.
Estimating the Impact of User Personality Traits on Electronic Word-of-Mouth: Text-mining Social Media PlatformsJan 15, 2018 Panos Adamopoulos, Anindya Ghose, and Vilma Todri , 2018, 18-100
Personality is powerful when it comes to online WOM: the right sender-receiver match can boost brand appeal and sales.
3 Must-Reads for Marketers from Dartmouth’s Peter GolderDec 18, 2017
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
Understanding the Value of Stories in Experiential ReviewsDec 15, 2017 Tom van Laer, Stephan Ludwig, and Jennifer Edson Escalas, 2017, 17-127
Like all good stories, experiential reviews encompass characters, plot, and genre. An analysis of TripAdvisor data shows how these narrative building blocks influence consumer behavior.
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