Work with thought leaders and academic experts in Marketing

Companies can benefit from collaborating with an academic researcher in Marketing in several ways. Firstly, researchers bring a deep understanding of consumer behavior and market trends, allowing companies to make data-driven decisions. Secondly, researchers can conduct market research studies to identify target audiences, assess brand perception, and evaluate the effectiveness of marketing campaigns. Thirdly, researchers can provide insights into emerging technologies and digital marketing strategies, helping companies stay ahead of the competition. Additionally, academic researchers can offer expertise in marketing analytics, helping companies optimize their marketing ROI. Lastly, researchers can collaborate on publishing industry-specific research papers, enhancing the company's reputation and thought leadership.

Researchers on NotedSource with backgrounds in Marketing include Dr. Wolfgang Messner, Laura Giurge, Alayne Unterberger, PhD, Dr. Joachim Scholz, Ali Gümüsay, John H. Fleming, Ph.D., Cory Young, Ryan Howell, Jim Samuel, Mark Ryan, Anindya Ghose, and Tensie Whelan.

Dr. Wolfgang Messner

Columbia, SC
Professor in International Business with expertise in Data Analytics and Machine Learning
Most Relevant Research Expertise
Marketing
Other Research Expertise (14)
International Business
International Marketing
International Management
Strategy and Management
Business and International Management
And 9 more
About
Results-oriented and internationally experienced project manager, consultant, and researcher with a passion for leveraging machine learning and advanced statistical techniques to solve intricate challenges in international marketing and consumer behavior. Demonstrated track record of driving strategic initiatives, cultivating cross-border partnerships, and delivering tangible impacts on revenue generation. Highly adaptable to rapidly evolving technologies and market trends. Aiming to apply my expertise to lead transformative projects and elevate organizational success on a global scale. **Research and publication overview** · Authored 36 peer-reviewed journal publications (data analytics, international business, marketing) · Authored and edited 8 business books, published by *Palgrave Macmillan* and *Springer* · Published 5 teaching cases with *SAGE* and *Ivey* · Research impact (Google Scholar): h-index of 17 with 1,000+ citations **Competences in data analysis (selected)** · Supervised: Neural networks, deep learning · Unsupervised: Kohonen self-organizing maps · Frequentist and Bayesian regression analysis · Multilevel (hierarchical) modeling · Exploratory and confirmatory factor analysis · fs/QCA \| HLM \| SPSS \| JASP \| Python\, incl\. Keras\, Dalex
Most Relevant Publications (12+)

65 total publications

Effects of National Culture on the Extent of Panic Buying during the COVID-19 Outbreak

Journal of International Consumer Marketing / Aug 11, 2021

Messner, W., & Payson, S. E. (2021). Effects of National Culture on the Extent of Panic Buying during the COVID-19 Outbreak. Journal of International Consumer Marketing, 34(3), 235–254. https://doi.org/10.1080/08961530.2021.1962475

Understanding the influence of culture on customer engagement and recommendation intentions

Journal of Strategic Marketing / Nov 24, 2020

Messner, W. (2020). Understanding the influence of culture on customer engagement and recommendation intentions. Journal of Strategic Marketing, 30(8), 782–806. https://doi.org/10.1080/0965254x.2020.1849363

Cultural and Individual Differences in Online Reviews

Journal of International Consumer Marketing / Feb 05, 2020

Messner, W. (2020). Cultural and Individual Differences in Online Reviews. Journal of International Consumer Marketing, 32(5), 356–382. https://doi.org/10.1080/08961530.2020.1722980

The Misconstruction of Hofstede's Uncertainty Avoidance Dimension: The Fallacy of Ecological Operation without Construct Validity at the Individual Level

Journal of Global Marketing / Aug 05, 2016

Messner, W. (2016). The Misconstruction of Hofstede’s Uncertainty Avoidance Dimension: The Fallacy of Ecological Operation without Construct Validity at the Individual Level. Journal of Global Marketing, 29(5), 298–313. https://doi.org/10.1080/08911762.2016.1203470

Does Value for  Money Create Advocates? A Study in the International Airline Services Industry

Journal of Global Marketing / Jun 05, 2017

Messner, W. (2017). Does Value for  Money Create Advocates? A Study in the International Airline Services Industry. Journal of Global Marketing, 30(5), 309–321. https://doi.org/10.1080/08911762.2017.1327626

Geometrical Measurement of Cultural Differences

Journal of International Marketing / Jul 01, 2021

Messner, W. (2021). Geometrical Measurement of Cultural Differences. Journal of International Marketing, 29(3), 43–62. https://doi.org/10.1177/1069031x211018452

Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity

Journal of World Business / Jun 01, 2022

Messner, W. (2022). Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity. Journal of World Business, 57(4), 101346. https://doi.org/10.1016/j.jwb.2022.101346

The impact of language proficiency on airline service satisfaction

Journal of Travel & Tourism Marketing / Feb 12, 2020

Messner, W. (2020). The impact of language proficiency on airline service satisfaction. Journal of Travel & Tourism Marketing, 37(2), 169–184. https://doi.org/10.1080/10548408.2020.1740139

Cultural Differences in an Artificial Representation of the Human Emotional Brain System: A Deep Learning Study

Journal of International Marketing / Sep 13, 2022

Messner, W. (2022). Cultural Differences in an Artificial Representation of the Human Emotional Brain System: A Deep Learning Study. Journal of International Marketing, 30(4), 21–43. https://doi.org/10.1177/1069031x221123993

Distance is the spice, but not the whole enchilada: Country-pair psychic distance stimuli and country fixed effects in a deep learning implementation of the trade flow model

International Business Review / Feb 01, 2024

Messner, W. (2024). Distance is the spice, but not the whole enchilada: Country-pair psychic distance stimuli and country fixed effects in a deep learning implementation of the trade flow model. International Business Review, 33(1), 102201. https://doi.org/10.1016/j.ibusrev.2023.102201

Exploring multilevel data with deep learning and XAI: The effect of personal-care advertising spending on subjective happiness

International Business Review / Feb 01, 2024

Messner, W. (2024). Exploring multilevel data with deep learning and XAI: The effect of personal-care advertising spending on subjective happiness. International Business Review, 33(1), 102203. https://doi.org/10.1016/j.ibusrev.2023.102203

A Study of Children’s Culture across 35 Societies

Journal of International Consumer Marketing / Oct 16, 2023

Messner, W. (2023). A Study of Children’s Culture across 35 Societies. Journal of International Consumer Marketing, 1–25. https://doi.org/10.1080/08961530.2023.2268274

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Laura Giurge

London
Assistant Professor at the London School of Economics and Researcher at the Wellness Research Centre
Most Relevant Research Expertise
Marketing
Other Research Expertise (10)
Behavioral Neuroscience
Experimental and Cognitive Psychology
Social Psychology
Organizational Behavior and Human Resource Management
Applied Psychology
And 5 more
About
Laura Giurge is an organizational scholar and behavioral scientist. Currently, she is an Assistant Professor of Behavioral Science at the London School of Economics and Political Science (LSE). She earned a Ph.D. in Management from Erasmus University Rotterdam and two cum laude master’s degrees in economics and business and in human resources management from the University of Groningen. Prior to joining LSE, Dr. Giurge was a Post-Doctoral Research Fellow at Cornell University and at London Business School, as well as a Visiting Scholar at Harvard Business School. Her research seeks to make work better and enable all individuals to thrive and achieve their potential. <br> Giurge’s research has been published in top journals such as Organizational Behavioral and Human Decision Processes, Proceedings of the National Academy of Sciences, Nature Human Behavior, and The Leadership Quarterly. She also publishes popular press articles in outlets such as Harvard Business Review, Forbes, and The Wall Street Journal. In 2020, one of her papers received the Best Paper Award at the Academy of Management. At LSE, Dr. Giurge is part of the teaching team for the Executive MSc in Behavioral Science. At LBS, she connects with MBA and Executive MBAs in teaching elective courses on negotiations, well-being, productivity, and the future of work. Dr. Giurge regularly engages in corporate consulting and executive coaching and serve as an academic partner and advisor. Occasionally, she leads interactive and science-backed workshops, lectures, and keynote talks aligned with her expertise. Her most recent talk has been at the University of Cambridge. As a side hobby, Dr. Giurge enjoys creating powerful images that connect us to our planet and inner happiness.
Most Relevant Publications (1+)

12 total publications

The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing

Journal of Marketing Management / May 22, 2017

Hung, Y., Zheng, X., Carlson, J., & Giurge, L. M. (2017). The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing. Journal of Marketing Management, 33(11–12), 917–941. https://doi.org/10.1080/0267257x.2017.1323775

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Alayne Unterberger, PhD

Gulfport, Florida, United States of America
Non-Profit Executive, Applied Researcher and Bilingual Medical Anthropologist
Most Relevant Research Expertise
Marketing
Other Research Expertise (4)
Economics and Econometrics
Anthropology
Public Health, Environmental and Occupational Health
Epidemiology
About
My skills are wide-ranging. This may be partly out of necessity as a former social worker and many years of work in the non-profit field. I have a great deal of emotional intelligence and strive to bring meaning and balance to my work and life pursuits. Below is a snapshot of my specific expertise: 1. Expertise areas:  Well-being (holistic person/family approaches, education, substance abuse, MH), Global Health, Emergency/COVID/Pandemic Management, Cultural Diversity, migration, food systems/food chains, agriculture-society, labor and human rights, social movements, teaching/training, “Studying Up”, Innovation, Dreamers/ally movements, evidence-based prevention programming (EBIs, HIV/AIDS/STIs), socio-ecological models, critical medical anthropology (CMA), gender, LGBTQ, globalization, Life Course Theory (LCT), adolescents/youth, youth culture, violence, structural violence/inequalities, reproductive health, and holocaust/genocide studies. 2. Geographic: Southern US, Appalachia, Latin America, Nicaragua, Mexico, Caribbean, Spain These are my skills: **Professional skills:**  ***Marketing and Social Marketing***: crafting campaigns in English and Spanish across many different topics.  ***Teaching*** undergraduate and graduate students, including medical students; creating, designing and development of materials in English-Spanish.  ***Research design and measurement***: well-being and quality of life, community based participatory research, social epidemiology, logic model creation, occupational/environmental health, program evaluation, social determinants of health/disparities, assessments (PLS5, Beck Depression, etc.), oral history, ethnography, quantitative, SPSS, NVIVO and Spanish, translation (English-Spanish), curriculum design and development (English-Spanish). ***Administration and Management,*** Emergency/crisis  Management, demonstrated Return on Investment ROI $1: $34 savings at FICS, HR/DEI, serving as Principal Investigator, project management, convening stakeholder and community workgroups, conference planning and execution, fundraising). ***Consulting,*** research partner, cultural brokerage, expert witness testimony for asylum and immigration cases.

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Dr. Joachim Scholz

Buffalo, New York, United States of America
The world's first Augmented Reality Marketing professor
Most Relevant Research Expertise
Marketing
Other Research Expertise (0)
About
I am a marketing professor who specializes in augmented/extended realities, metaverse marketing, brand storytelling, and influencer marketing. I am a public speaker and consultant who helps your brand thrive in today's and tomorrow's new realities. <br> \~ ⨏ \~ <br> MY PASSION is to explore augmented reality’s strategic potential for marketing: I published the first-ever conceptual article on AR marketing, which won Article of the Year award and is one of the most-cited publications about this topic. I have taught AR since 2015 as part of my social media and digital marketing courses at Cal Poly. At Brock University, I developed and teach the world’s first dedicated Augmented Reality Marketing courses for undergraduate as well as MBA students. <br> \~ ⚬ \~ <br> MY RESEARCH combines ethnographic methods with socio-cultural frameworks to cut through the complexities of marketing and consumption: I explore how augmented reality can deepen consumer/brand relationships, how it helps customers feel more competent and autonomous, how Pokémon GO players co-create and transport into hybrid-realities, how managers can deploy AR initiatives, and how various types of augmented realities offer different strategic opportunities for brands. My social media research explores how marketers can build their brands in today’s polarized and tribal societies by fighting back against online critics. <br> \~ × \~ <br> I LOVE building bridges between academia and the broader business community: I'm a member of Adweek's Academic Council and serve on the advisory board of Schulich’s Future of Marketing Institute. I regularly publish research-driven insights in Adweek, MKTGsquad, and other AR-specific publications. I provide expertise for marketing agencies and consult wine, CPG and technology companies in the US and Canada on branding and augmented reality marketing. I decipher the babel and help people see the big picture. <br> \~ 🦊 \~
Most Relevant Publications (6+)

7 total publications

How Consumers Consume Social Media Influence

Journal of Advertising / Oct 20, 2021

Scholz, J. (2021). How Consumers Consume Social Media Influence. Journal of Advertising, 50(5), 510–527. https://doi.org/10.1080/00913367.2021.1980472

Strategic approaches to augmented reality deployment by luxury brands

Journal of Business Research / Nov 01, 2021

Javornik, A., Duffy, K., Rokka, J., Scholz, J., Nobbs, K., Motala, A., & Goldenberg, A. (2021). Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136, 284–292. https://doi.org/10.1016/j.jbusres.2021.07.040

Branding in the age of social media firestorms: how to create brand value by fighting back online

Journal of Marketing Management / Jun 24, 2019

Scholz, J., & Smith, A. N. (2019). Branding in the age of social media firestorms: how to create brand value by fighting back online. Journal of Marketing Management, 35(11–12), 1100–1134. https://doi.org/10.1080/0267257x.2019.1620839

Toward a processual theory of transformation

Journal of Business Research / Jul 01, 2019

Murray, J. B., Brokalaki, Z., Bhogal-Nair, A., Cermin, A., Chelekis, J., Cocker, H., Eagar, T., McAlexander, B., Mitchell, N., Patrick, R., Robinson, T., Scholz, J., Thyroff, A., Zavala, M., & Zuniga, M. A. (2019). Toward a processual theory of transformation. Journal of Business Research, 100, 319–326. https://doi.org/10.1016/j.jbusres.2018.12.025

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

Journal of Retailing and Consumer Services / Sep 01, 2018

Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11–23. https://doi.org/10.1016/j.jretconser.2018.05.004

Augmented reality: Designing immersive experiences that maximize consumer engagement

Business Horizons / Mar 01, 2016

Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149–161. https://doi.org/10.1016/j.bushor.2015.10.003

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Ali Gümüsay

Head of the Innovation, Entrepreneurship & Society Research Group at the Humboldt Institute for Internet & Society
Most Relevant Research Expertise
Marketing
Other Research Expertise (8)
Management of Technology and Innovation
Strategy and Management
Business and International Management
Psychiatry and Mental health
Management Science and Operations Research
And 3 more
About
My name is Ali Aslan Gümüsay. I work within the fields of **Organization Theory**, **Entrepreneurship**, **Business Ethics** and **Leadership**, am Head of the Innovation, Entrepreneurship & Society Research Group at the Humboldt Institute for Internet & Society and postdoctoral researcher at the University of Hamburg. Currently, I am a Visiting Research Fellow at Judge Business School, Visiting Associate at Hughes Hall, and Visiting Scholar at the Leverhulme Centre for the Future of Intelligence, University of Cambridge. Before, I was a DAAD PRIME Fellow, Lecturer at Magdalen College, and a DPhil Candidate at Saïd Business School, University of Oxford. At the heart of my research are concerns around **Organizing in & for Society**. It is guided by four questions: 1. How do values and meaning shape organizations and how are they managed? 2. How do new forms of organizing impact and deal with societal Grand Challenges? 3. How can engaged, passionate, humble, relevant, and meaningful scholarship as well as soci(et)al complexity and diversity be ingrained in academic practices? 4. How do socio-technological transformations such as AI shape the Future of Work? My work has been published in journals such as *Academy of Management Journal*, *Academy of Management Perspectives*, *Business & Society*, *Innovation: Organization & Management*, *Journal of Business Ethics*, *Journal of Management Studies* and *Research Policy*.
Most Relevant Publications (1+)

14 total publications

Embracing Religions in Moral Theories of Leadership

Academy of Management Perspectives / Aug 01, 2019

GÜmÜsay, A. A. (2019). Embracing Religions in Moral Theories of Leadership. Academy of Management Perspectives, 33(3), 292–306. https://doi.org/10.5465/amp.2017.0130

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John H. Fleming, Ph.D.

Plainsboro, New Jersey, United States of America
Social psychologist & behavioral scientist, ex-Gallup, ex-EY, ex-University of Minnesota
Most Relevant Research Expertise
Marketing
Other Research Expertise (5)
Organizational Behavior and Human Resource Management
Strategy and Management
Social Psychology
Language and Linguistics
History
About
A results-driven and disciplined strategic thinker with a passion for people analytics and social sciences. Self-motivated and collaborative leader with a proven ability to develop innovative methods and products to identify and solve business problems, improving financial and operational outcomes and enhancing employee experiences and engagement. Extensive experience using statistical data modeling and analytical tools combined with behavioral science and technology to describe, explain, and predict human behavior and business performance for global firms. Data analytics professional with a strong work ethic who is highly skilled in qualitative data analysis, advanced quantitative statistics, and research. Problem solving colleague with compelling storytelling, attentive listening, and strong written and verbal communication. Highly skilled at translating research findings into practical business insights and ability to communicate effectively about them to leaders. Management experience with teams of 2 to 20 employees with significant cross-functional experience, strong Human Resource and business knowledge, and intellectual curiosity, creativity, and personal integrity. Ability to articulate an actionable People Analytics strategy roadmap to ensure the right people, processes, and technology are in place. Dedicated to coaching staff to acquire analytics skills and business acumen.

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Mark Ryan

Digital Ethics Researcher at Wageningen Economic Research
Most Relevant Research Expertise
Marketing
Other Research Expertise (33)
Digital Ethics
Philosophy of Technology
Environmental Ethics
AI Ethics
Data Ethics
And 28 more
About
Ryan’s primary research focuses on the ethical issues surrounding artificial intelligence and digital technology. He has published numerous papers on the topic, and has presented his work at various international conferences. He is also a member of the Association for Computing Machinery’s (ACM) Committee on Professional Ethics (COPE). Mark was previously a researcher at KTH University (Stockholm), the University of Twente (the Netherlands), and the National University of Ireland, Galway (Ireland). While at Twente, he worked on an interdisciplinary  project (SHERPA), involving 11 partners from 6 European countries. This project was a European Union Horizon 2020 project (2018-2021, budget €3 million) and focused on the ethical, social and human rights implications of smart information systems (data analytics and artificial intelligence) within a European context. He has published on topics, such as the ethics of smart cities, self-driving vehicles, agricultural data analytics, social robotics, and AI. In his previous research, he has also published a 2016 monograph: Human Values, Environmental Ethics and Sustainability.
Most Relevant Publications (1+)

39 total publications

Artificial intelligence for human flourishing – Beyond principles for machine learning

Journal of Business Research / Jan 01, 2021

Stahl, B. C., Andreou, A., Brey, P., Hatzakis, T., Kirichenko, A., Macnish, K., Laulhé Shaelou, S., Patel, A., Ryan, M., & Wright, D. (2021). Artificial intelligence for human flourishing – Beyond principles for machine learning. Journal of Business Research, 124, 374–388. https://doi.org/10.1016/j.jbusres.2020.11.030

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Anindya Ghose

Heinz Riehl Chair Professor of Business, NYU Stern
Most Relevant Research Expertise
Marketing
Other Research Expertise (21)
Data Science
Mobile
Data Privacy
Digital Marketing
Digital Platforms
And 16 more
About
Dr. Anindya Ghose is the Heinz Riehl Chair Professor of Business at New York University Stern School of Business. His research interests are in the areas of IT-enabled platforms, services and products, including mobile apps, social media, digital marketplaces, and big data analytics. He has also done work on understanding consumer behavior in digital environments. He has published over 130 papers in academic journals and has been honored with several best paper awards. He has also served on the editorial boards of several journals, including Management Science, Information Systems Research, and MIS Quarterly. He is a Fellow of the Institute for Electrical and Electronics Engineers (IEEE) and the Association for Computing Machinery (ACM).
Most Relevant Publications (6+)

84 total publications

Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content

Marketing Science / May 01, 2012

Ghose, A., Ipeirotis, P. G., & Li, B. (2012). Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content. Marketing Science, 31(3), 493–520. https://doi.org/10.1287/mksc.1110.0700

Putting one-to-one marketing to work: Personalization, customization, and choice

Marketing Letters / Sep 16, 2008

Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S., Sajeesh, S., Su, M., Syam, N., Thomas, J., & Zhang, Z. J. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19(3–4), 305–321. https://doi.org/10.1007/s11002-008-9056-z

Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

Marketing Science / Jul 01, 2010

Yang, S., & Ghose, A. (2010). Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? Marketing Science, 29(4), 602–623. https://doi.org/10.1287/mksc.1090.0552

Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness

Marketing Science / Mar 01, 2016

Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2016). Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness. Marketing Science, 35(2), 218–233. https://doi.org/10.1287/mksc.2015.0905

How do firms make money selling digital goods online?

Marketing Letters / Jun 24, 2014

Lambrecht, A., Goldfarb, A., Bonatti, A., Ghose, A., Goldstein, D. G., Lewis, R., Rao, A., Sahni, N., & Yao, S. (2014). How do firms make money selling digital goods online? Marketing Letters, 25(3), 331–341. https://doi.org/10.1007/s11002-014-9310-5

Informational Challenges in Omnichannel Marketing: Remedies and Future Research

Journal of Marketing / Nov 04, 2020

Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2020). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810

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Example Marketing projects

How can companies collaborate more effectively with researchers, experts, and thought leaders to make progress on Marketing?

Consumer Behavior Analysis

An academic researcher can conduct a comprehensive analysis of consumer behavior, helping companies understand their target audience's preferences, motivations, and decision-making processes. This knowledge can be used to develop targeted marketing strategies and improve customer engagement.

Brand Perception Study

Collaborating with a marketing researcher can involve conducting a brand perception study to assess how consumers perceive a company's brand. This study can provide valuable insights into brand positioning, messaging effectiveness, and areas for improvement.

Marketing Campaign Evaluation

An academic researcher can evaluate the effectiveness of a company's marketing campaigns by analyzing key metrics such as reach, engagement, and conversion rates. This evaluation can help identify successful strategies and areas that need improvement.

Digital Marketing Strategy Development

Collaborating with a marketing researcher can involve developing innovative digital marketing strategies tailored to a company's target audience. Researchers can provide insights into emerging technologies, social media trends, and effective online advertising techniques.

Marketing Analytics and ROI Optimization

Academic researchers can help companies optimize their marketing ROI by analyzing data, identifying patterns, and making data-driven recommendations. This can involve analyzing customer segmentation, campaign performance, and marketing attribution models.