The New Marketing Research Imperative: It's about Learning

Rubinson, Joel

doi:10.2501/s0021849909090114

Cited by 7 publications

(8 citation statements)

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“…A direct consequence is that effective television ads may lead viewers to seek more information about these products and brands (Rubinson 2009). Recently, consumers have started gathering a great deal of product information online.…”

Section: Tv Advertising and Online Behaviormentioning

confidence: 98%

Television Advertising and Online Shopping

Teixeira²,

2015

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M edia multitasking competes with television advertising for consumers' attention, but may also facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive data set spanning $3.4 billion in spending by 20 brands, measures of brands' website traffic and transactions, and ad content measures for 1,224 commercials. We use a quasi-experimental design to estimate whether and how TV advertising influences changes in online shopping within two-minute pre/post windows of time. We use nonadvertising competitors' online shopping in a difference-in-differences approach to measure the same effects in two-hour windows around the time of the ad. The findings indicate that television advertising does influence online shopping and that advertising content plays a key role. Action-focus content increases direct website traffic and sales. Information-focus and emotion-focus ad content actually reduce website traffic while simultaneously increasing purchases, with a positive net effect on sales for most brands. These results imply that brands seeking to attract multitaskers' attention and dollars must select their advertising copy carefully.

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Section: Tv Advertising and Online Behaviormentioning

confidence: 98%

Television Advertising and Online Shopping

Teixeira²,

2015

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“…Importance of data quality in IMC assessment The need for improving cross-platform metrics through enhanced data quality initiatives has been echoed with regard to an array of traditional and new IMC channels (Payne and Frow, 2004), including television (Zigmond et al, 2009), print (Collins et al, 2010, in-store (Suher and Sorensen, 2010), and interactive media (Rappaport, 2010;Rubinson, 2009). outlined various cross-platform IMC dimensions, including the quality of data collected from multiple communication touchpoints (i.e.…”

Section: Imc and Data Qualitymentioning

confidence: 99%

“…Inherent in this view is the belief that organizations must not only "listen" to their customers in their search for appropriate IMC data (Precourt, 2010), but they must also look internally for ways to organize and consolidate cross-functional entities; this coordination must occur throughout the organization, from those who manage core information technology development to those responsible for using data to develop and monitor customer relationships (Rappaport, 2010). Rubinson (2009) argues that this IMC metric improvement process must be viewed in light of an organizational learning environment where data quality enhancements are part of a corporate culture that places priority on getting closer to customers. Similarly, Wind and Sharp (2009) contend that advancing the technological and IMC measurement capabilities within and across an organization will only occur through a continuous stream of adaptive data processes that identify and respond to data quality shortfalls.…”

Section: Organizational Learning Theory and The Horizontal Organizationmentioning

confidence: 99%

“…Recognizing the inadequate state of IMC metrics and data quality concerns, research that develops mechanisms for promoting better organizational methodologies that enhance the quality and accuracy of data for designing effective crosschannel IMC campaigns has been advocated by scholars and PR practitioners alike (Keramati et al, 2010;Richards and Jones, 2008;Wurtzel, 2009;Zahay et al, 2012). To this end, and heeding calls to investigate IMC metrics in the lens of an institution-wide change management process (Stein and Smith, 2009;Rubinson, 2009;Wind and Sharp, 2009), we develop and test an exploratory model to investigate whether a horizontally organized learning organization has better IMC data, and whether such data leads to superior customerdriven metrics. Specifically, we examine how various horizontal learning and communication structures impact the accuracy, consistency and overall quality of IMC data collected by an organization.…”

Section: Introductionmentioning

confidence: 99%

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Organizational processes for B2B services IMC data quality

Zahay

Peltier

Krishen

et al. 2014

Journal of Business &Amp; Industrial Marketing

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Purpose-The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an organizational data quality enhancement model. Design/methodology/approach-Qualitative research was conducted, with a follow-on quantitative pre-test. A subsequent, larger-scale quantitative survey resulted in a total of 128 responses, 124 useable. A regression analysis was conducted using the factor scores of the six organizational dimensions as independent variables and overall data quality as the dependent variable. Findings-The findings show that overcoming poor IMC data quality requires a corporate culture that reduces cross-functional and departmental divides. The authors also support the idea that horizontally organized learning organizations not only have superior IMC data, but they also achieve higher rates of return on their cross-platform IMC efforts. Research limitations/implications-The research has limitations in terms of substantive generalizability, since it focuses on one industry within the USA. Future research can expand to other industries and expand to a global setting in order to replicate these findings. Practical implications-Most improvement seems to be needed in the area of sharing customer data. The findings provide a signal to marketing organizations that want to connect with their customers that data quality must be a strategic priority, with appropriate processes in place to manage data at every touch point. Originality/value-Research is needed that establishes effective methods for measuring the success of data-driven communication efforts to support management.

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“…Deze bevindingen suggereren dat hedendaagse marketing en toeristische mogelijkheden op TripAdvisor overheersen over diegene welke worden gepresenteerd door conventioneel hotel rating systemen. Rubinson, 2009) and this influence applies to the hospitality industry as well. TripAdvisor is the largest and fastest growing hotel review website with over 40 million reviews in October 2010.…”

Section: Geven De Sociale Media Een Goed Beeld Van De Conventionele Hmentioning

confidence: 99%

Do social media display correct conventional hotel ratings?

Hensens¹,

Struwig

Dayan

2011

Research in Hospitality Management

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This study investigates conventional ratings as they are presented on TripAdvisor. Conventional ratings are ratings, commonly using stars as a symbol, allocated by government or private bodies that work with hotel inspectors. The data from guest ratings on TripAdvisor was explored through two samples of hotels that were purposively selected based on the TripAdvisor rankings covering 11 international destinations. These data were compared to the ratings of the same hotels as they were retrieved from the databases of the conventional rating system bodies that were active in the respective destinations. Findings indicate that it is difficult to retrieve conventional rating system databases and that almost half of the conventional ratings displayed on TripAdvisor are incorrect. These findings suggest that contemporary marketing and tourism opportunities on TripAdvisor outweigh those presented by conventional hotel-rating systems.Keywords: guest reviews, hotel ratings, marketing, social media Geven de sociale media een goed beeld van de conventionele hotel ratings?Deze studie onderzoekt de conventionele 'ratings' (hotel classificatie) zoals ze op TripAdvisor gepresenteerd staan. Conventionele ratings zijn waardebeoordelingen, vaak weergegeven met behulp van sterren, toegewezen door de overheid of particuliere organisaties welke werken met behulp van hotelinspecteurs. De gegevens van gastenbeoordelingen op TripAdvisor werden onderzocht door middel van twee samples met hotels die non-random werden geselecteerd op basis van de ranglijst van TripAdvisor met betrekking tot 11 internationale bestemmingen. Deze gegevens werden vergeleken met de ratings van dezelfde hotels, weergegeven in databases van de conventionele rating systeeminstanties welke actief zijn op de betreffende bestemmingen. De bevindingen wijzen erop dat het moeilijk is om conventionele rating systeem databases te achterhalen en dat bijna de helft van de conventionele ratings op TripAdvisor onjuist zijn. Deze bevindingen suggereren dat hedendaagse marketing en toeristische mogelijkheden op TripAdvisor overheersen over diegene welke worden gepresenteerd door conventioneel hotel rating systemen.

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The New Marketing Research Imperative: It's about Learning

Cited by 7 publications

References 0 publications

Television Advertising and Online Shopping

Television Advertising and Online Shopping

Organizational processes for B2B services IMC data quality

Do social media display correct conventional hotel ratings?

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