Capturing Information to Fuel Growth
Satisfaction Surveys or Online Sentiment: Which Best Predicts Firm Performance?Jan 6, 2020 Evert de Haan, 2020, 20-101
Customer satisfaction is an important driver and predictor of purchase behavior and firm performance. Managers traditionally use customer satisfaction surveys…
Psychological Targeting and Tailoring in AdvertisingNov 18, 2019 Michal Kosinski, Stanford University
In this presentation, Michal Kosinski shows that digital records of behavior, such as Tweets or Facebook Likes can be used to accurately measure a wide range of psychological traits. If the ethical challenges can be overcome, psychological assessment based on Big Data has the potential to revolutionize marketing.
The Role of Customer Data in Optimizing User Experience (UX): Opportunities for Competitive AdvantageNov 15, 2019 Jim Maurer, Data Scientist, Volkswagen of America, Inc.
For competitive advantage in UX design, brands should expand their use of customer data from targeting, prediction, and recommendation to informing an optimal UX.
State-of-the-Art Methods for Targeting InterventionsNov 11, 2019 Dean Eckles, Massachusetts Institute of Technology
All marketers face the question of who to target with costly marketing interventions (e.g., advertising, discounts, detailing). Dean Eckles will illustrate state-of-the-art in methods for evaluating and optimizing targeting.
Measuring Consumer Sensitivity to Audio Advertising Load: A Field Experiment on Pandora Internet RadioNov 11, 2019 David Reiley, Principal Scientist, Pandora
David Reiley will present key insights and findings from a randomized experiment with almost 35 million Pandora listeners over 21 months.
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