Marketing Topics

• Reports

  The Impact of Device Used in Digital Paths on Deadline-Driven Purchase Decisions

  Aug 1, 2019 Meheli Basu, J. Jeffrey Inman, and Kirk Wakefield, 2019, 19-124-08

  Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction. One thing's for certain: as channels and devices evolve, marketing optimization is a moving target.

• Reports

  Selling in the Digital Age

  Jul 16, 2019 Michael Ahearne, Zachary Hall, Partha Krishnamurthy, and Mohsen Pourmasoudi, 2019, 19-123-07

  Today, thanks to the internet, many people know a lot about what they want to buy. What happens when they encounter salespeople whose approaches assume that they are uninformed, uncertain, and undecided? Data from 356 sales encounters shows a drop in purchase likelihood, sales revenue, and customer satisfaction when salespeople deploy "classic" sales models. 

• Presentations

  Get Multichannel Distribution (Approximately) Right

  Jun 12, 2019 Kusum L. Ailawadi, Dartmouth College

  With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.

• Presentations

  Poster: Understanding How Social Influence Affects Product Spread with Randomized Experiments

  Apr 15, 2019 Dylan Walker, Boston University

  Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything.

• Reports

  Multichannel Customer Onboarding

  Apr 11, 2019 Stephen A. Samaha, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier, 2019, 19-115-04

  Marketers know that customer onboarding is critical to build a long-lasting relationship. With data on 200K+ customers, this study shows a small time window to make a big impression: Face-to-face and email communication have, respectively, 19 and 14 times greater impacts on share of wallet in the first month than they do two years later.