The Evolving Landscape of Martech and Advertising
Using Artificial Intelligence and Blockchain to Unlock the $3 Trillion Mobile EconomySep 14, 2018 Anindya Ghose, New York University
Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than $3 trillion mobile economy. Anindya Ghose will present how firms can harness the nine forces shaping the mobile economy, resolve consumer behavioral contradictions, and delight consumers - all at the same time - with a mobile strategy.
Large-Scale Cross-Category Analysis of Consumer Review Content on Sales Conversion Leveraging Deep LearningJul 9, 2018 Xiao Liu, Dokyun Lee, and Kannan Srinivasan, 2018, 18-117-07
What matters most in consumer reviews? Based on 500,000 reviews in nearly 600 product categories, this analysis shows that content about product aesthetics and price significantly affect conversion across almost all categories.
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad EffectivenessJun 14, 2018
Leslie John, Harvard University
How will targeted ads fare in the face of increased consumer awareness?
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
In our fractured media environment, background ads can shape consumer attitudes towards brands, and can even create more positive evaluations.
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookMay 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05
Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. advertising experiments at Facebook, this study finds a significant difference in estimates of ad effectiveness obtained from randomized controlled trials and from observational approaches.
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