Customer Relationships and Experiences
Connecting with the Right Customer with the Right Message at the Right Time: U.S. Pharma PerspectiveApr 05, 2019 Kartik Shukla, Senior Director, Marketing IV Iron Franchise, Daiichi Sankyo, Inc.
Journal Must-Reads: Sharon Shavitt, University of Illinois at Urbana-ChampaignFeb 19, 2019
Selected for members by MSI Scholars. Stay current on the most impactful new research in the marketing journals.
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
Evidence on coupon effects in the entire search-to-purchase funnel changes the decision calculus for designing targeted promotions. The majority of sales lift is from indirect advertising effects - coupon redemption accounted for only 20% of purchases.
Best of MSI - It’s Time for HappinessJan 31, 2019
Cassie Mogilner Holmes, University of California, Los Angeles
Consumers want to be happy, and marketers want to connect with their consumers through this fundamental emotion. Cassie Mogilner Holmes will share the past decade of research illuminating the nature of happiness to reveal the critical role of time.
A General Method for Estimating Asynchronous Dynamic Models: A Novel Study of 100 Ad CreativesJan 28, 2019 Edlira Shehu, Daniel Zantedeschi, and Prasad A. Naik, 2019, 19-105-01
Using Google's 30-seconds and Apple's 60-seconds ads, this new method diagnoses ad-specific content effects uncontaminated by the presence of other ads in the estimation sample. The scene-by-scene analysis of 100 ads offers findings that generalize across five different industry sectors.
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