What We Do
Research Approach
Our mission is to conduct evidence-based, data-driven research that reveals how customer engagement drives financial performance. We analyze the impact of behaviors across social media, mobile, customer reviews and ratings, loyalty programs, multi-vendor platforms, and more. Led by Research Director Professor Ed Malthouse, our team collaborates with faculty, post-doctoral fellows, doctoral candidates, and graduate student fellows, with strategic input from our advisory board.
- Evidence-Based Methods: We use statistical modeling, longitudinal data analysis, machine learning, and A/B testing to draw conclusions that hold up in both academic and industry settings.
- Real-World Data: We partner with brands to analyze proprietary datasets—ensuring our findings are rooted in actual customer behavior.
- Interdisciplinary Collaboration: We work across marketing, data science, journalism, and behavioral economics to ensure our research is holistic and relevant.
Research Areas
- Customer Engagement & Loyalty
We study what drives customers to interact with brands and how those interactions translate into measurable business outcomes. - Retail & Omnichannel Strategy
We explore how consumers navigate physical and digital experiences, including the role of technology and AI in shaping the customer journey—research further advanced through the Retail Analytics Council. - Marketing ROI & Attribution –
We analyze which marketing efforts create the greatest financial impact—across channels like email, loyalty programs, influencer campaigns, and more. - Consumer Content & Influence
We examine how user-generated content, product reviews, and media exposure influence consumer behavior and decision-making—often in collaboration with experts from the IMCC.
Our research is grounded in data partnerships, advanced analytics, and real-world application—covering, but not limited to, these topics shaping today’s marketing landscape.
How We Work with Industry
We collaborate with brands—from Fortune 500s to startups—to transform proprietary data into actionable insights. Our team leads every stage of the research process, from study design to final analysis, delivering results that inform marketing strategy, product development, and customer experience. Industry partners benefit from advanced analytics, academic rigor, and complete confidentiality. Learn more about our research partners.
Student and Faculty Collaboration
As part of Medill at Northwestern, we engage students and faculty in every facet of our work. Graduate students, postdocs, and Ph.D. candidates contribute to research and often co-author publications, gaining hands-on experience with real-world data. Faculty from Northwestern and beyond bring cross-disciplinary expertise, fostering a collaborative environment that drives innovation and develops the next generation of marketing leaders. Meet the people behind the work and learn more about the Spiegel Scholars Program.