This article is based the research of Kelley Assistant Professor of Marketing, Xian Gu, as well as Ziaoxi Zhang and P.K. Kannan. Introduction The latest trend in influencer marketing is livestream commerce—a form of product sales that combines an influencer’s live video streaming and entertainment with e-commerce. So-called “social shopping” has grown exponentially in recent… Read more »
Marketing
How Text Analytics Can Help Decision Making in Retail
This article is based on a presentation at the Spring 2024 Analytics Conference on Decoding Consumer Analytics. by Sergei Ananyan, CEO of Megaputer Intelligence. From the moment a customer walks into a store, there are dozens of invisible processes taking place behind the scenes to make the experience possible: things like inventory management, workforce management… Read more »
Using Search Data to Anticipate and Increase Customer Activity
This article is based on a presentation at IBA’s Spring 2024 Data Jam: Decoding Consumer Analytics by Steven Hines, Manager and SEM Lead at Deloitte. Every day, two billion potential purchasers pick up their phones and open Google to search for goods and services or to have a question answered. “Can I buy the product… Read more »