Content Marketing: Using Media Content to Create Brand ValueJul 13, 2017
Webinar featuring Bobby J. Calder
Content marketing is increasingly recognized as an important marketing activity. Bobby Calder will address some key questions to help marketers understand the potential contribution of content marketing and execute it effectively.
Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social MediaJun 14, 2017
Webinar featuring research by Sundar Bharadwaj, Myoung-Jin Chae, and Omar Rodriguez-Vila
Omar Rodriguez‐Vila will discuss how marketers can improve real-time messaging to influence customer engagement.
The Art of Field Experiments: New Methods to Connect to Your Most Valued CustomersMay 25, 2017
Webinar featuring Paul Fombelle, Northeastern University
Paul Fombelle will discuss the art of field experiments and how they can generate critical customer insights beyond traditional research methods in both B2B and B2C settings.
How to Use Common Customer Metrics to Enhance Firm Valuation ModelsMay 16, 2017
Webinar featuring Peter S. Fader, University of Pennsylvania
Peter Fader will discuss new ways of valuing corporations from the "bottom up"—i.e., determining the forward-looking financial value of the customer base-as a complementary perspective to the standard "top down" methodologies that dominate current practice.
Social Media Management from a Cultural PerspectiveMay 11, 2017
Webinar featuring Ashlee Humphreys, Northwestern University
Based on her recent book Social Media: Enduring Principles, Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.