We aim to provide evidence, proving which types of customer engagement with media and brands result in financial impact.
We will focus our research on contemporary and emerging communications issues using database(s) and purchase behavior for empirically based research.
The work is led by the center’s research director, Professor Ed Malthouse. He guides the research design and analysis that impacts business performance, and is supported by a team of experienced researchers within Northwestern and beyond.
We will research issues that will improve business results, challenged and guided by an experienced advisory board.
We will partner with corporate sponsors in using behavioral data to address marketing and communications challenges.
We will verify research results through pilot tests in market to prove the degree of the impact.