The Spiegel Research Center published an e-book examining ROI of branded apps, another e-book on the power of customer reviews, and we researched the value of paid versus owned media.
We also published academic papers on these topics and presented our findings at academic conferences and conferences for marketing practitioners in partnership with our sponsor companies.
We grew our student collaboration working with 20 students across four different teams and were honored with the Education Award from Marketing EDGE for Educator of the Year for our student research approach.
We worked with ten Integrated Marketing Communications (IMC) graduate students as student research fellows who presented their research findings in partnership with Deloitte on the topic “Does content engagement drive positive business outcomes?” Another group delivered their insights from work with PARCO, a Japanese mall operator on the question “What can retailers do to drive customer engagement and in-store purchasing?”
In addition to our graduate research fellows we partnered with another five IMC grad students on our Impact Marketing Team who created articles, our social media content, and infographics, and five undergraduate students on our Spiegel Media team who created an animation and interactive graph on paid versus owned media.
In 2018 Spiegel Research Center published an e-book on retail marketing examining the question of how retailers and mall operators can best engage customers. The new e-book summarized the research conducted by our research team and the research project our student fellows worked on in 2017. We began the Spiegel Spotlight interview series that highlighted findings from our B2B marketing research in partnership with Deloitte and the creation of a “Customer Engagement Index.”
We have been publishing academic and marketing practitioner articles on B2B and retail marketing and presenting these topics to both academics and practitioners.
We continued our research with students and expanded our student teams working with fifteen graduate student research fellows on projects that we will present in the coming year. We also worked with five students our Spiegel Marketing Team to get the word out about our studies. We also began a partnerships with ShopRunner, an online ecommerce platform, and with the Local News Initiative, “a two year research and development project intended to spur experimentation to new approaches to local news.”
