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Multitouch Attribution in the Customer Purchase Journey
Online marketing channels have proliferated widely during the past two decades. They now complement traditional offline outlets but also draw significant marketing dollars away from offline channels.
Dollars and Scents
Retailers face unprecedented challenges in today’s marketplace. Traditional brick-and-mortar retailers, who rely on in-store shoppers to generate sales, now find it especially difficult to compete with online retailers like Amazon, which offer a variety of merchandise and the ease of shopping from home.
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Shared Consumption Experiences
Nearly 70% of U.S. adults go to movies, sporting events, and museums every year, and consumers are more likely to engage in public leisure activities in the company of friends or family than alone.
How Politics Shapes Consumption Behavior
Political issues have become a significant part of consumers’ lives. From gun control to the climate crisis and #BlackLivesMatter, political issues dominate the headlines and divide opinions more than ever.
Customer Satisfaction: An Organizing Framework for Strategy
Today’s CEOs are under intense internal and competitive pressure to drive strategy in a way that grows sales, margins, and shareholder value.
Three Ways Nonprofits Grow Revenues
Three revenue sources nonprofits might consider are: 1) offering free and paid services by client segment, 2) investing in premium services, and 3) aligning product innovation to market needs.
Two Steps: A Primer on B2B Experiments
Marketing scholars have studied the B2B sector for decades, investigating the impact of firms’ strategic decisions on critical outcomes.
Advertising Effectiveness
Over the past 15 years, television channels have grown in number. But the more significant change has been the exponential growth in websites supporting themselves with advertising, not to mention the rapid uptake of paid search advertising.
The Real Value of Facebook Likes
Many firms justify investments in social media by showing its effect on brand attitudes, sales, and stock market value. To measure the effects, marketing professionals rely on various metrics.
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