How to Help Consumers Make the Most of Not Having EnoughMay 15, 2020
Drawing from her 15 years of experience as a behavioral scientist, and her 24 days as a contestant on the reality television show, Survivor, Kelly Goldsmith makes a surprising case for how a little scarcity can benefit consumers, both individually and collectively.
Finding the Sweet Spot: Ad Scheduling on Streaming MediaMay 13, 2020 Prashant Rajaram, Puneet Manchanda, and Eric Schwartz, 2020, 20-116
Using metrics of "bingeability" and "ad tolerance" this study explores the tradeoff between content consumption and ad exposure for a balanced viewing experience. Good news for advertisers: “win-win” ad schedules that simultaneously allow for higher content consumption at higher levels of ad exposure are feasible.
Marketing Science Intensive: Getting Attribution Right for Your Bottom LineApr 27, 2020 PK Kannan, University of Maryland, College Park
P.K. Kannan presents the fundamentals of model-based attribution and how to implement this approach to increase sales volume conversion and efficiently allocate marketing resources.
Keeping Your Customers Engaged: Research InsightsApr 08, 2020
Rima Toure-Tillery, Northwestern University
Rima Touré-Tillery presents findings from psychology and consumer research to explain what motivates customers to engage with brands—and how this might apply to the ongoing covid-19 crisis.
_Poster: Adaptive Ad SequencingMar 12, 2020 Omid Rafieian, University of Washington
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