What Marketers Are Doing Wrong in Data Analytics
Companies gather and analyze data to fine-tune their operations, whether it’s to help them figure out which webpage design works best for customers or what features to include in their product or service to boost sales. Marketers, in particular, use data analytics to answer questions like this: To put people in a shopping mood, is it better to make the webpage banner blue or yellow? … [ Read more ]
Content: Article | Authors: Christophe Van den Bulte, Ron Berman | Source: Knowledge@Wharton | Subjects: IT / Technology / E-Business, Marketing / Sales
The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth Marketing
Getting customers to spread the word about a new product through their social or professional networks is a hot strategy in the marketing world. But how do companies find the right individuals to deliver the message? New research by Wharton marketing professors Raghuram Iyengar and Christophe Van den Bulte finds that traditional targets may not be so influential.
Content: Article | Authors: Christophe Van den Bulte, Raghuram Iyengar | Source: Knowledge@Wharton | Subject: Marketing / Sales