What We Do

Understanding Customer Engagement that Drives Business Performance
The Medill IMC Spiegel Digital & Database Research Center is the first research center at the Medill School of Journalism, Media, Integrated Marketing Communications. It was founded in 2011 by a generous gift from the late Professor Emeritus Edward J. "Ted" Spiegel and his wife Audrey, and fortified by the support of corporations, alumni and friends. The center is part of Northwestern's long tradition of applied research about advertising and marketing.

The focus of the Spiegel Research Center is to do evidence-based, data-driven analysis to prove the relationship between customer engagement and purchase behavior. The center's research has included proving the financial impact of consumer behavior in social media, mobile devices, customer reviews, and more. Our experienced researchers (faculty, post-doctoral fellows, and graduate student fellows) provide evidence that shows which types of customer engagement with media and brands results in financial impact. (WATCH VIDEO)

Customer engagement that drivers purchase behavior.

We aim to provide evidence, proving which types of customer engagement with media and brands result in financial impact.

Digital & Database Research

We will focus our research on contemporary and emerging communications issues using database(s) and purchase behavior for empirically based research.

Experienced researchers leading the work.

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.

Issues that make a difference

We will research issues that will improve business results, challenged and guided by an experienced advisory board.

Practitioners participate.

We will partner with corporate sponsors in using behavioral data to address marketing and communications challenges.

Results that are validated in market.

We will verify research results through pilot tests in market to prove the degree of the impact.