The Evolving Landscape of Martech and Advertising
Poster: Measuring Intrinsic and Instrumental Preferences for PrivacyApr 15, 2019 Tesary Lin, University of Chicago
If Measurement Isn’t Your Top Strategic Priority, Here’s Why It Should BeApr 09, 2019 David Kaul, Director of Measurement & Analytics, Google, Inc.
Marketers must deliver more personalized, measurable experiences in a responsible way to drive business growth.
Super Bowl Advertising: What makes for Right Content?Apr 05, 2019 Satya Menon, EVP, Kantar's Analytic Practice, Kantar & Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar
Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, Satya Menon and Alfredo Troncoso will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, Pennsylvania State University , 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. Based on data from 2,685 search queries, this study offers more-nuanced guidance for keyword selection decisions.
Advertising and Brand Attitudes: Evidence from 575 Brands Over Five YearsFeb 28, 2019 Kenneth C. Wilbur, University of California, San Diego
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
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