Research Insights
The Medill Spiegel Research Center investigates how customer engagement with brands correlates with purchase behavior. Explore our insights and findings now.
Media Consumption and Influence: Cross-cultural Comparison of the United States and China
By Martin P. Block, Professor Emeritus, Medill Integrated Marketing Communications and Yingying Chenb, Department Chair and Professor of Electrical and Computer Engineering and the Peter
Larry DeGaris
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Martin Block
Professor Emeritus, Integrated Marketing Communications, Northwestern University Former Executive Director of the Retail Analytics Council. Co-author of ‘Understanding China’s Digital Generation, Media Generations: Media Allocation
Conversations with a Chat Bot PART 2
Introduction In Part 1 of “Conversation With A Chat Bot,” we outlined five evolving foundational technology concepts: Artificial Intelligence (AI); Artificial General Intelligence (AGI); General
Melissa Nelson
Marketing and Communications Melissa Nelson serves as the head of Marketing and Communications for the Retail Analytics Council. In addition, she is the editor of
Conversations with a Chat Bot PART 1
By Dr. Martin Block, Professor Emeritus, Northwestern University, Retail Analytics Council, Ronald Lunde, former senior executive in the grocery and advertising industries, Gary Drenik and
How Online Reviews Influence Sales
Evidence of the Power of Online Reviews to Shape Customer Behavior
How B2B Engagement Drives Revenue
Evidence that Engagement with Marketing Drives Business Results in B2B Relationships
Online Negative Word-of-Mouth
Do negative posts in a social media environment impact purchase behavior?
Star Ratings and Review Content
How do star ratings and review content influence purchase?
Self Motivated vs. Prompted Reviews
How does self selection impact star ratings for online reviews?