New Data and Skills
|The rapid change in marketing can best be seen in the plethora of new types of data and new analytic approaches to gain insights. There is also a sense that the old methods aren’t working as well, and that some of the traditional indicators and metrics are less effective. Marketers need new approaches that enable firms to gain insights from multiple approaches, to synthesize, to bring together disparate methods to drive action.|
The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical ExaminationJun 4, 2016 Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan, 2016, 16-111
Firm generated content works synergistically with TV ads and email marketing to boost customer spending and cross buying.
5 Ways to Use Neuroscience in MarketingJun 01, 2016
New methods can provide critical data about underlying processes (from Journal of Marketing Research).
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.
What Are the Right Benchmarks for Your Social Media Metrics?May 24, 2016
Perceptual mapping provides a more nuanced "voice of the customer."
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