The Evolving Landscape of Martech and Advertising
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
Good news for marketers: Carefully crafted ads delivered through appropriate mediums can still have a positive impact on brand evaluations even in the increasingly cluttered environment that consumers navigate today. That's because consumers may infer they have positive evaluations of a brand when they find themselves distracted by a background ad (i.e., distraction = interest).
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookMay 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05
Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. ad experiments at Facebook, this study showed that current matching and regression-based methods overestimated effectiveness relative to the randomized controlled trials. In half of studies, the estimated percentage increase in purchase outcomes was off by a factor of three across all methods.
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. While charging a fee for sales encourages "web-rooming," results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
How Blockchain Technology Changes MarketingMay 01, 2018
Campbell R. Harvey, Duke University
Campbell R. Harvey first presents the basic mechanics of the technology. He then focuses on the implications with a specific focus on how machine to machine payments impact marketing.
Online Reviews: Star Ratings, Position Effects and Purchase LikelihoodApr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04
Individual product reviews matter a lot to retailers: most consumers read fewer than 10 before forming a product opinion. Analysis of data from a large U.K. retailer offers evidence that ratings position is critical as well. Researchers find that by using an algorithm that displays a 5-star rating at the top of every product page, a retailer could increase purchase likelihood by 8%.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.