The Evolving Landscape of Martech and Advertising
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.
Linking Clicks to Bricks: Spillover Benefits of Online AdvertisingFeb 28, 2019 Vibhanshu Abhishek, University of California, Irvine
While email ads allow firms to target consumers with promotions, are they effective in increasing offline revenues for firms that predominantly sell in brick-and-mortar stores?
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.
What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social MediaFeb 14, 2019 Gerard J. Tellis and Deborah J. MacInnis, University of Southern California, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02
What drives consumers to share online digital content? Several studies suggest do's and don'ts for marketers aiming to develop the next viral video. Importantly, one study showed that viral videos can drive up stock prices, perhaps because the buzz they generate makes people want to invest in the company.
Measuring the Impact of a Single Negative Consumer Review on Online Search and Purchase Decisions Through a Quasi-Natural ExperimentJan 17, 2019 Marton Varga and Paulo Albuquerque, 2019, 19-103-01
A retailer's "newest first" review display policy enabled researchers to quantify the impact of just one bad product review. In technology and home and garden products, the detrimental impact of encountering a single critical opinion was two-fold: on average, the probability of continuing search to competitors increased by 10.5%, while the purchase probability of the product dropped by 18.3%.
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