21 Digital Marketing Experts on How AI Search Overviews are Changing Their Industry
Last summer, the Medill School of Journalism, Media Integrated Marketing Communications piloted a new program called The Spiegel Scholars Program. We invited three highly qualified master’s students—Ariel, Kristen, and Momo—to help us write a research report on how AI is changing the advertising industry. Over three months, our team interviewed 21 marketing executives, transcribed the […]
How Online Reviews Influence Sales
Evidence of the Power of Online Reviews to Shape Customer Behavior
Google AI Overviews Decoded
At the Spiegel Research Center, we collaborate with faculty, organizations, and students on advertising research projects. One of the ways we engage students is through the Spiegel Scholars Program, where they collect and analyze real-world data, develop recommendations for marketing managers, and identify opportunities for future research at the Spiegel Research Center. This summer, the […]
How Generative AI Is Transforming Modern Marketing
In a recent presentation titled Transforming Marketing With Generative AI: A Research-Based Approach, Kelly Cutler, Associate Professor of Marketing and Communication at Northwestern University, explored how generative AI is reshaping the marketing landscape and what organizations must do to adapt. She begins by noting that most marketers feel excited about AI, but many lack the […]
New Book by Retail Analytics Council Offers a Roadmap for Building Consumer Preference in the Digital Age
Retail has never stood still, but the pace of change in recent years, driven by the rise of e-commerce and reshaped by the pandemic, has been unprecedented. In a new book, titled Rethinking Retail: What Marketers and Retailers Can Learn About Consumer Preference from Analytics, the leaders of the Retail Analytics Council offer data-driven insight […]