|Individuals and organizations interact through many channels, on multiple screens and devices, across a myriad of touchpoints and over time. Given the ubiquity of data, there is a new opportunity for firms to more fully understand the effect and value of their marketing actions. Big data, experimentation, and new models offer new insight into the causal levers and influences in this complex, extended world.|
How Multi-Touch Attribution Is Transforming Marketing Decision MakingJun 07, 2016
Webinar featuring Casper's Scott Breitenother and AOL Convertro's Michael Cohen
This webinar is for marketers and marketing researchers who want to sharpen their analytic capabilities and stay up-to-date on rapidly evolving approaches to capturing the ROI of digital media.
How Much Should B2B Firms Invest in Customer Retention?Jun 01, 2016
New approach helps identify the maximum you should be willing to invest in a customer (from Journal of Marketing Research).
Incorporating Emotions into Evaluation and Choice ModelsJun 01, 2016
Understanding the importance of emotions drove Kmart Australia repositioning (from Marketing Science).
Detection of Customers’ Life Change: Real-time Analysis Using a Control Chart ApproachMay 31, 2016 Yi Zhao, Nuo Xu, and Yingge Qu, 2016, 16-110
A simple and efficient solution to help managers target direct marketing based on customers’ life changes.
A Better Way to Measure Ad EffectivenessMay 25, 2016
A new "ghost ad" approach, implemented via the Google Display Network, offers more accountability for advertising spending.
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