Capturing Information to Fuel Growth
Social Media’s Impact on Consumer Mindset: When to Use Which Sentiment Extraction Tool?Sep 21, 2017 Raoul V. Kübler, Anatoli Colicev, and Koen Pauwels, 2017, 17-122-09
Which method should marketers use to gauge consumer feelings? This study compares sentiment extraction tools and offers practical guidance.
Search Personalization Using Machine LearningAug 14, 2017 Hema Yoganarasimhan, 2017, 17-117-08
This machine learning framework improves the ranking of search results by incorporating users’ personal search history.
Virtual Reality for Shopper ResearchAug 2, 2017 Raymond R. Burke, 2017, 17-116-08
Someday, we may all shop in virtual stores. Today, virtual shopping simulations are helping marketers test new marketing ideas and more accurately predict consumers' in-store behavior.
Drivers of Metric Use in Marketing Mix Decisions: An Investigation across the G7, BRIC, and MIST CountriesJun 12, 2017 Ofer Mintz, Jan-Benedict E.M. Steenkamp, Martijn de Jong, and Imran S. Currim, 2017, 17-113-06
Important insights for top execs who need to understand and drive downstream managerial metric use
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