The Evolving Landscape of Martech and Advertising
Targeting and Privacy in Mobile AdvertisingOct 18, 2018 Omid Rafieian and Hema Yoganarasimhan, 2018, 18-131-10
Applying a machine-learning framework to data from an in-app ad-network, this analysis sheds light on the value of targeting information, as well as the impact of privacy regulations and incentives to preserve user privacy.
p-Hacking and False Discovery in A/B TestingOct 18, 2018 Ron Berman, Leonid Pekelis, Aisling Scott, and Christophe Van den Bulte, 2018, 18-130-10
Data on 2000+ commercial experiments show that 57% of online A/B experimenters p-hack, inflating the number of experiments that show significant effects. The result: incorrect decisions and foregone earnings for the company.
Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website TrafficOct 16, 2018 Beth L. Fossen and David A. Schweidel , 2018, 18-129-10
As viewers find ways to avoid TV commercials, product placement still works. Prominent placements – especially verbal – are associated with more online chatter and web traffic for the brand.
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.
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