Multichannel may be the holy grail of marketing, but it doesn’t work in every case or for every consumer. A new study finds that firms with multiple brands may yield a bigger payoff by following a single-channel marketing strategy, especially with the most loyal customers who shop the highest tier of product offerings. “In contrast […]

This article originally appeared in Knowledge@Wharton Data analytics helps marketers learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoop of chocolate ice cream. Data is ubiquitous, essential and beneficial — except when it’s not. Experts warn that data analytics is at an inflection point. Growing concerns […]

  As COVID-19 cases continue to rise across the country, Americans remain widely divided in their compliance with recommended public health protocols. New research co-authored by Marketing Science Institute Academic Fellow Jean-Pierre Dubé finds that Fox News viewership is one reason why. Dubé, a marketing professor at the University of Chicago’s Booth School of Business […]