Olivier Toubia will present research that attempts to understand and quantify the link between consumers' preferences and the queries they submit to online search engines.
In this presentation we will demonstrate how a single randomized experiment can be used to evaluate the profitability of an arbitrary number of targeting policies without incurring large implementation costs.
Branding guru David Aaker discusses why signature stories are many times more powerful in communicating strategic messaging internally and externally and how an organization can create, leverage, and manage a story library.
Online retail reduces the costs of obtaining information about a product's price and availability and enables customers to better time their purchases to potentially take advantage of lower prices. At the same time, firms can observe and exploit their customers' monitoring behavior and use this information to better price and target their promotions.
In this practitioner’s overview, we discuss three uses cases for marketing analytics on solutions across the demand side of retail.
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