How Consumer Empathy Drives Platform SuccessJan 7, 2019 Markus Giesler, Ela Veresiu, and Ashlee Humphreys , 2019, 19-100-01
Ethnography of Uber's ride-hailing market shows how the marketing team used narratives of compassion and empathy to overcome the "risk" narratives promoted by others. Important implications for how platform companies can create trust and build legitimacy in their markets.
Analyzing Text, Images, Sales and Unstructured Data to Understand Consumer Preferences and Predict TrendsDec 13, 2018
Matt Dodd, Managing Partner, Kantar Analytics Practice
Hear how Kantar Analytics uses their artificial intelligence toolkit (Social Text AI and Natural language - STAN) to help companies make sense of text, images, sales and other unstructured data, answer key business questions, and deliver business value.
Artificial Intelligence in Business Gets RealDec 10, 2018 Sam Ransbotham, Boston College
While humanoids and computer wizardry attract attention, how are normal businesses currently using artificial intelligence? Leading organizations are deepening their commitments to AI and are eager to scale AI.
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).
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