MSI Workshop: Digital Customer Engagement
Join us on Tuesday, June 20th for this MSI corporate member-exclusive interactive workshop on digital customer engagement. Corporate members register today to save your spot!
From social media to streaming services to AI-enabled voice assistants, technology has provided new ways for brands to interact with their customers. The concept of “customer engagement” now includes a variety of new and previously unobservable interactions. Beyond just purchase loyalty and ad clickthrough, we observe customers sharing content with friends, binge consuming content, and dwelling on some content while skimming past others.
In this workshop, Professor Wendy Moe will provide an overview of how metrics and models of customer engagement have evolved. She will then discuss recent research that examines how certain linguistic features affect consumers’ engagement with content.
University of Maryland, College Park
Wendy Moe holds concurrent appointments as Dean’s Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business and as an Amazon Scholar. Her research focuses on issues related to online consumer behavior, digital advertising, social media analytics, and customer engagement. With implications for how consumers engage with AI, Professor Moe develops models for large-scale data in an effort to quantify consumer behaviors and the effects of marketing interventions. Professor Moe is a highly published academic with her research appearing in numerous leading business journals and is the author of Social Media Intelligence (Cambridge: 2014). Professor Moe has consulted for Fortune 500 corporations and government agencies in the areas of web analytics, social media insights, and product forecasting. Her research in web analytics was the foundation for NetConversions, Inc., an early innovator in the area of online data collection and analysis and was part of the founding team that brought the company from start-up to acquisition in 2004. She has also served as an expert witness in litigation related to online consumer behavior, data tracking and analytics, and online marketing and advertising. Professor Moe holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania and an MBA from Georgetown University.
Registration is closed for this event.