Northwestern Featured in ANA Article on How In-House Agencies Use AI
The Association of National Advertisers (ANA) highlighted Northwestern University’s Spiegel Research Center in its feature “How Are In-House Agencies Utilizing AI Tools?” The article includes insights from Kelly Cutler, associate professor at Northwestern, who shared research-driven guidance on how marketing teams can effectively integrate artificial intelligence. Drawing from Northwestern’s study “Northwestern Study Finds Enthusiasm, Gaps […]
Back-to-School and College Spending Rivals Holiday Season Spending
Executive Summary The July 2024 Prosper Insights and Analytics survey (n = 7,533) highlights the scale and dynamics of back-to-school and college shopping, underscoring its role as one of the largest retail events of the year. Key findings include: 40.1% of adults plan to shop for back-to-school or college; 28.2% for school-age children, 25.9% for […]
ANA Feature: Northwestern Research Explores Generative AI’s Role in Marketing Teams
The Association of National Advertisers (ANA) recently featured Northwestern University’s research on how marketing teams are integrating generative AI. The article, “Northwestern Study Finds Enthusiasm, Gaps in Gen AI Use,” highlights insights from the university’s empirical research—conducted through surveys, interviews, and case studies within the Spiegel Research Center—revealing both the opportunities and challenges marketers face […]
Content Marketing and AI – Best Practices
Content Marketing and AI – Best Practices How can we leverage best practices and AI for content marketing? By Kelly Cutler, Northwestern University Content Marketing has long been the cornerstone of successful digital marketing strategies. It involves the creation, publishing, and distribution of valuable and relevant information to attract, educate, and retain customers. Challenges associated with […]