Capturing Information to Fuel Growth
Spillover Effects and Freemium Strategy in Mobile App MarketJun 3, 2018 Yiting Deng, Anja Lambrecht, and Yongdong Liu, 2018, 18-114-06
Does freemium pricing boost – or cannibalize – the premium-priced version of a digital offering? This study shows that freemium “sampling” increases sales of game apps, if firms ensure that features and benefits are sufficiently high to induce upgrades.
Building Up Behavioral Insights Muscle to Drive Organizational TransformationMay 24, 2018 Ginny Too, Executive Director, Comcast
In this talk, Ginny will share Xfinity’s journey in leveraging customer behavior to drive the brand’s transformation.
The Intersection of Image and Text in Social Media ConversationsMay 16, 2018 Jenna Raypon Gopilan, Director, Professional Services, Crimson Hexagon
Social media conversation analysis has traditionally been focused on text and engagement metrics. However, over recent years online consumer conversation has evolved to match current cultural trends with the growing use of memes, hashtags, emojis, videos, and images.
Broadening Customer Understanding through Holistic Customer Job and Behavioral ResearchMay 16, 2018 Mark Schneid, Head of Environmental Science, North America, Bayer Crop Science
Moving beyond a narrow view of customers can create transformational innovation opportunities. Mark Schneid will describe research to understand how Bayer Crop Science can contribute to customers’ success by improving their holistic job outcomes.
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookMay 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05
Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. ad experiments at Facebook, this study showed that current matching and regression-based methods overestimated effectiveness relative to the randomized controlled trials. In half of studies, the estimated percentage increase in purchase outcomes was off by a factor of three across all methods.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.