The New Market Research Landscape in Media and EntertainmentFeb 09, 2017 Matt Kautz, Vice President of Business Intelligence, Analytics and Research, Machinima
How can marketers in the media and entertainment industry use these data sets to address their strategic questions? Matt Kautz will present a framework and offer a deep-dive into some case studies on creative optimization, forecasting, and media targeting.
Marketing Can Increase Multichannel Shoppers and ProfitOct 23, 2016
Most effective campaign did not rely on financial incentives.
Shaping Customers’ Coproduction ExperiencesJun 01, 2016
Customers' coproduction activities are usually outside of firms' direct control, but marketers can still take steps to “inoculate” consumers against setbacks (from Journal of Marketing).
5 Things I Know About Marketing – Dartmouth’s Kevin Lane KellerMar 13, 2016
"The customer is not necessarily 'always in charge'," says Dartmouth's Kevin Lane Keller. "The fact is, only some customers want to get involved with only some of their brands and, even then, only some of the time. It’s important for marketers to face that reality."
Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?Dec 7, 2015 Constant Pieters and Aurélie Lemmens, 2015, 15-123
WOM campaigns help firms recruit profitable customers—but do those customers spread the word among their peers?
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