The Treachery of Convenience: Redefining ReachFeb 28, 2019 Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud
Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes.
How Online Display Ads Work: Lessons from 432 Field ExperimentsFeb 28, 2019 Garrett Johnson, Boston University
Garrett Johnson will discuss lessons from 432 online display ad field experiments on the Google Display Network.
Competitive Advertising on Brand SearchFeb 27, 2019 Andrey Simonov, Columbia Business School
Andrey Simonov will discuss research that examines the effectiveness of competitive advertising on brand search using a large-scale randomized ad allocation on Bing.
How Consumer Empathy Drives Platform SuccessJan 7, 2019 Markus Giesler, Ela Veresiu, and Ashlee Humphreys , 2019, 19-100-01
As platform companies try to create trust and build legitimacy in their market, empathetic consumer narratives can compete with the risk narratives promoted by others.
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.
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