The Why behind the Buy: Mad Men + Mad Science

‘What works can be measured, but not always in advance’ (Joy Howard, CMO Sonos) Yesterday’s Trustees meeting of the Marketing Science Institute combined academic and industry experts on the ‘Why Behind the Buy’. As summarized by Carl Mela, people buy because of their preferences and their perception of your attributes. On preferences, Morewedge explained why…

What you missed at the Interactive Marketing Research Conference

“Up to now, the only thing we have in common was reality” Ger Baron, CTO, City of Amsterdam Last week,  Amsterdam saw the inaugural IMRC conference shine (https://www.marketingedge.org/academics/interactive-marketing-research-conference/program-at-a-glance) Presentations from Google, Heineken and Smart City Amsterdam interacted beautifully with thoughtful keynotes by profs Dina Mayzlin, Venky Shankar and John Deighton. The panel was fun, and…

Sharing is not caring if it’s fake

As the embargo on the Science publication was just lifted today, I am happy to now share my take on the Fake News Fireside Chat at MIT’s Conference on Digital Experimentation (CODE). Civilization is understanding who we are, then protect us and improve us by institutions. As to understanding humans with fake news, the researchers…

The Future of Market Research

“We have tools to provide fact based evidence through processes such as marketing mix modeling, conjoint analyses and simulated test market models. However, they are typically not integrated nor do they all reach the decision maker at the same time” Marketing Science Unit director of a leading consumer good marketer, 2017 In this most wonderful…