Category: Understanding Marketing
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Spoilers And Movie Box Office
What is the relationship between spoilers and movie box office? It is easy to tell a story that spoilers reduce anticipated enjoyment and so lower attendance at movie theaters. (I write during times of Covid so it is hard to imagine how anything reduces attendance further but you get the general idea). Is this the…
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Prejudice Against The Machine: Impact Of Chatbot Identity Disclosure
Whenever technology progresses a major question arises: What can technology do as well, or better, than humans? Since the luddites, and probably before, people reacted to technology with hostility. This raises the question whether machine learning algorithms can replicate (or outperform human behavior) but still be unpopular due to human reaction. A group of authors…
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Defining Customer Experience And Its Role In Customer Journey
Customer experience is one of those phrases that crop up in marketing that seems important but it isn’t always 100% clear what people mean by it. As such a key task taken on by Katherine Lemon and Peter Verhoef in a 2016 piece was defining customer experience. They then note how this relates to the…
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Web Scraping For Marketers
MSI (the Marketing Science Institute) issues working papers on issues of interest to marketers. The institute’s purpose is to bring together academics and practice. As such MSI advice aims to be of importance to both academics and practitioners. I recently read an interesting offering on web scraping for marketers, written by Johannes Boegershausen, Abhishek Borah,…
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Audio Mining And Marketing: Great Potential
We have a recent article on audio mining and marketing, see here. It is an exciting topic. Unstructured data is increasing being analyzed. Audio data, a key type of unstructured data, has great potential to give insight. People Use Their Voices To Persuade People often use their voices to persuade. This can be positive or…
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Programmatic Media Buying And Algorithmic Purchasing
This post looks at art and science — communications and analysis — in the use of data. I also discuss programmatic Media Buying And Algorithmic Purchasing. Art And Science in Marketing Analytics Kevin Hartman, the Director of Analytics for Google, has a pleasant readable book on digital marketing analytics. (Which quite frankly you’d expect him…
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Artificial Intelligence, AI, And Marketing’s Future
Thomas Davenport and his colleagues have a recent piece in the Journal of the Academy of Marketing Science on Artificial Intelligence, AI, and Marketing’s Future. This is an eminently readable piece, which I appreciate. It lays out some issues with AI and where the marketing discipline may go. AI And Human Beings I am fascinated…
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Machine Learning And Retailing
Joseph Ryoo, Xin/Shane Wang, Praveen Kopalle and I have an article available now in the Journal of Retailing. This focuses on machine learning and retailing. It is a major question how new technology will change retail. Our work therefore tries to get a grip on this. Reviewing Machine Learning And Retailing In The Literature We…
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Stockpiling in Loyalty Programs
For several reasons I have spent a lot of time in the last few months thinking about loyalty points. There is one puzzle that has been noted by a number of scholars and practitioners. People often keep hold of their loyalty points; not using them when they could have used them to save money. A…
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Creating Stories With Data Visualizations
Cole Nussbaumer Knaflic has a useful book — Storytelling with Data. This contains lots of good advice on Creating Stories With Data Visualizations and generally improving data visualization. She tries to ensure the reader does not lazily follow the first thing a software (e.g., Excel) recommends. This is important, she gives many examples in the…
