Multichannel Marketing Analytics
From cars to clothing, pizza and movies, firms make strategic decisions about where and when to release products across the country. How can firms in these industries proactively use consumer-generated online buzz to inform their product rollout strategy? How can these firms tailor their advertising dollars to leverage specific differences in how consumers in one part of the country respond to online consumer buzz and company ads, versus how consumers in other parts of the country do? Using the U.S. movie industry as a case study, the session will review analytics developed to answer these managerially relevant questions.