Managing Multichannel (yes, MULTI!) DistributionNov 29, 2018
Kusum L. Ailawadi, Dartmouth College
Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
Competitive Advertising on Brand SearchNov 16, 2018 Andrey Simonov, Columbia Business School
Should a company bid on competitors' keywords in search engine advertising? Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event).
Hi, I’m BOT, Your Personal Data AssistantNov 16, 2018 Brian Cooper, Senior Director Marketing Analytics & Decision Sciences, Juniper Networks
Brian Cooper will review Juniper Networks' patent-pending insights tools, explore their award-winning data lake called Verity, and offer a sneak peek into their latest mobile-based insights platform.
The Economic Value of Meta-Report Cards: The Case of AutomobilesOct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10
Meta-report cards offer value to consumers and marketers by reducing search costs and sending a quality signal.
The Impact of Artificial Agents on Persuasion: A Construal Level AccountOct 22, 2018 Tae Woo Kim and Adam Duhachek, 2018, 18-132-10
When artificial agents make recommendations, consumers are more persuaded by messages that focus on "how" rather than "why" they should use the product or service.
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