Cultivating the Customer Asset
Privacy and Market Concentration: Intended and Unintended Consequences of the GDPRApr 13, 2020 Garrett A. Johnson and Scott K. Shriver, 2020, 20-111
The EU General Data Protection Regulation increased the operational costs and legal liability of large-scale personal data processing. This analysis shows the nuanced effects of the 2018 initiative: reduced data sharing online, but increased market concentration of the largest vendors, particularly Google and Facebook.
Using Account Based Marketing Strategies to Accelerate Key Account Revenue ProductionDec 05, 2019
Wesley J. Johnston, Georgia State University and Craig Apatov & Jip Ingles, Ascension Strategies
This webinar will touch on key strategic best practice principles to leverage ABM to bring personalized thought leadership/lead generation messaging to influencers and decision makers within a set of targeted accounts.
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.
Subscription Programs and Customer BehaviorSep 20, 2019 Raghuram Iyengar, University of Pennsylvania
Raghu Iyengar will discuss the causal effect of customers’ adoption of a subscription program on their subsequent purchases.
Everyone, Everywhere, and Always: The Who, Where, and When of Visual Information Influences on Decision-MakingSep 20, 2019 Claudia Townsend, University of Miami
Claudia Townsend will draw on her research on visual processing and consumer psychology to highlight the core ways in which aesthetics can aid marketers and consumers.
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