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Dante M. Pirouz et al.
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Kurt Matzler et al.
New strategies are helping companies embrace “collaborative consumption” and the "sharing economy."
Laura Illia et al.
Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.
July 28, 2015 | Andy Frawley (Epsilon), interviewed by Sam Ransbotham
Computers, scanners, mobile and wearable technology have made it both easier and harder for companies to find their customers. Easier, because there’s so much more data about consumer behavior; harder, because analyzing that data is a significant challenge (never mind deciding how to act on the analytics). Companies like Epsilon are stepping up to help businesses to figure out what the data tell them about their customers — and what to do with that knowledge. In a Q&A, Epsilon’s CEO Andy Frawley describes some of the challenges his company works through on a daily basis.
Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Arvind Malhotra et al.
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?
Digital marketing and analytics maven Avinash Kaushik once wrote that “80% of the time you/we are wrong about what a customer wants.” These articles explore how companies can do better.
Ming-Hui Huang and Roland T. Rust
In service businesses, there is often a trade-off between productivity and customer satisfaction.
Rolph E. Anderson et al.
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Peter A. Gloor and Gianni Giacomelli
Big data analysis can help geographically distributed companies monitor customer satisfaction.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Timothy Keiningham et al.
Misguided attempts to improve satisfaction can damage a company’s financial health.
Martijn van der Zee (KLM), interviewed by Gerald C. Kane
For KLM, social business developed in response to an epic customer service crisis.
Renee Boucher Ferguson
Consumers want to know when they’re being watched, and have changing expectations about privacy and data mining.
Avi Goldfarb and Catherine Tucker
Managing consumer data courteously can be a way to build a good relationship with customers.
Alden M. Hayashi
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Zheng Fang et al.
New research shows that mobile advertising targeted to consumers based on their locations can be effective.