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.|
Building Brands Through Data-Driven EngagementFeb 26, 2016 Mindèl Klein Lepore, Worldwide Director – Global Digital Marketing, Colgate Palmolive
Given the rapidly increasing fragmentation of media, engaging consumers in new and meaningful ways is more important than ever for marketers. With the…
Evolution and Challenges in Online AdvertisingFeb 26, 2016 Bernd Skiera, Goethe University
Through the rise of real-time advertising, online advertising has undergone many changes and is still evolving. For example, with impression-level targeting,…
The Role of Mere Closeness: How Geographic Proximity Affects Social InfluenceFeb 19, 2016 Jannik Meyners, Christian Barrot, Jan U. Becker, and Jacob Goldenberg, 2016, 16-106
Field and experimental studies show that marketers can use geographic data to actively manage product recommendations—leading to higher conversion rates and purchases of products that better-suit customer needs.
The Dark Side of Big Data’s Effect on Firm PerformanceFeb 17, 2016 Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier, 2016, 16-104
A rare customer-centric perspective on firms' customer data use, based on event study of data security breaches affecting 167 public companies
5 Things I Know About Marketing – GE’s Sean BurkeFeb 10, 2016
"More than ever, marketing must solve for speed and scale," says GE's Sean Burke. "We have to be faster in everything we do. Our customers expect that."
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