Computational Advertising - Publications - Faculty & Research

09 Jan 2020
Book

Rethinking Business Strategy in the Age of AI

integrated 21-inch tablet computers have become a fitness sensation. For $39 per month, Peloton offers access to live-streamed classes where members can track their performance on a leader board, virtually connect with fellow classmates,... View Details

Keywords: by Dina Gerdeman

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

baby aspirin to home computers to the meaning of quality health care. Q: Why are these metaphors important for effective marketing? What happens when marketing does not give attention to them in branding and other efforts? A: Most... View Details

Keywords: by Martha Lagace; Consumer Products

15 Jul 2019
Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details

Keywords: by Dina Gerdeman

06 Mar 2017
Research & Ideas

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

display-target similarity—one with low similarity that displayed a watch and computer mouse; another with moderate similarity that pictured other bathroom accessories; and a third with high similarity that showed other towels. The results... View Details

Keywords: by Dina Gerdeman; Advertising; Advertising

10 Feb 2003
Research & Ideas

Commodity Busters: Be a Price Maker, Not a Price Taker

created an enormous amount of profit for advertising agencies. Often services, and to a lesser extent products, can be priced not just by quantity, but also according to the performance or quality provided. Thus, a View Details

Keywords: by Benson P. Shapiro

September 2013 (Revised August 2015)
Background Note

Leadership and Teaming

By: Ethan Bernstein

Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail... View Details

Citation

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25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

Seated before a computer with an Internet link, consumers today can flip through an estimated 800 million Web pages of public information by merely clicking a mouse. Add to this that television, now in 98 percent of American homes, is... View Details

Keywords: by Peter K. Jacobs

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement reaches a viewer's View Details

Keywords: Re: Multiple Faculty; Technology

05 Feb 2009
Research & Ideas

In Praise of Marketing

commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details

Keywords: by John Quelch; Advertising

25 Oct 2012
Research & Ideas

10 Reasons Customers Might Resist Windows 8

incremental change, Kanter explains. And early reviews indicate that Windows 8 feels like a journey into the unknown. She cites the Wall Street Journal's Walt Mossberg, who reports, "even its most devoted users won't recognize the venerable View Details

Keywords: by Carmen Nobel; Computer; Computer

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

Citation

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29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

problems like advertising auctions and market design. The accelerating phenomenon has given rise to a new field within economics called the economics of digitization. Research from the field is quickly finding its way into practice,... View Details

Keywords: by Roberta Holland; Technology; Education

September 2010
Case

NetApp

By: Das Narayandas and Elizabeth A. Kind

NetApp had undertaken an award-winning overhaul and upgrading of its channel strategy design that accounted for 46 percent of North America sales in 2006. Nonetheless, NetApp senior management announced they expected to grow revenue another 30% in fiscal 2007 with half... View Details

Keywords: Advertising; Business Model; Design; Revenue; Planning; Problems and Challenges; Sales; Computer Industry; Computer Industry; Computer Industry

Citation

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11 Jun 2014
Research & Ideas

In the Future of Sports Investing, Media Is the Best Bet

investments by sharing in the profits generated by broadcasting rights and advertising revenues. The founders initially placed a $100 million fundraising target on the fund, which will invest in young growth-stage companies. Causeway has... View Details

Keywords: by Carmen Nobel; Sports; Financial Services

14 Sep 2016
Research & Ideas

Web Surfers Have a Schedule and Stick to It

is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details

Keywords: by Julia Hanna; Retail; Web Services

26 Nov 2012
Research & Ideas

New Winners and Losers in the Internet Economy

Direct employment in the US Internet ecosystem has doubled in those four years, with 1 million new jobs added to the million that already existed in 2007, according to a recent study commissioned by the Interactive Advertising Bureau,... View Details

Keywords: by Dina Gerdeman; Publishing

19 Dec 2006
First Look

First Look: December 19, 2006

difficult to compute. Yet these customers generate value to the firm because their presence attracts fee-paying sellers. In this paper we consider the value of a customer in these types of networked setting. We compute the value of... View Details

Keywords: Sean Silverthorne

25 Oct 2017
Research & Ideas

Will Machine Learning Make You a Better Manager?

Credit: PhonlamaiPhoto Thirty years ago, the idea of a machine learning on its own would have stoked the worst kind of sci-fi nightmares about robots taking over the planet. These days, machine learning is so commonplace, we barely notice it. View Details

Keywords: by Michael Blanding; Information Technology

16 Jun 2009
First Look

First Look: June 16

case studies and examples with key concepts from economics, sociology, computer science, consumer psychology, and management studies and presents them all in a clear, accessible, and entertaining style. Enterprise 2.0 is a must-have... View Details

Keywords: Martha Lagace

11 Oct 2016
First Look

October 11, 2016

to which citizens can see the often-hidden work that government performs. Across two studies using laboratory and field data, increasing operational transparency improved citizens’ views of and increased engagement with government. In Study 1 (N=554), viewing a... View Details

Keywords: Sean Silverthorne

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Rethinking Business Strategy in the Age of AI

Connecting with Consumers Using Deep Metaphors

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

Commodity Busters: Be a Price Maker, Not a Price Taker

Leadership and Teaming

Cyber-Marketing: Scouting the Digital Communications Frontier

Sharpening Your Skills: Online Marketing

In Praise of Marketing

10 Reasons Customers Might Resist Windows 8

Intel Commercials

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

NetApp

In the Future of Sports Investing, Media Is the Best Bet

Web Surfers Have a Schedule and Stick to It

New Winners and Losers in the Internet Economy

First Look: December 19, 2006

Will Machine Learning Make You a Better Manager?

First Look: June 16

October 11, 2016

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