D'Amore-McKim experts say that streamflation is here to stay. Viewers should expect more ad-supported tiers as streamers adopt the traditional TV model they sought to upset.
D'Amore-McKim Professor's Koen Pauwels and Yakov Bart measured the effect of racially diverse TV ads on consumer purchase intentions.
This week's Twitter saga reminded me of the first principle of effective management: listen before talking. – Koen Pauwels
Social media influencers must remain one step ahead of the competition, both in content and platform
With multiple social media platforms and millions of people flocking online every day, it's no surprise so many people want to become digital content creators—or even better: influencers.
Father Isaac Keeley, a 71-year-old Trappist monk who lives in a monastery in central Massachusetts, didn't know the first thing about using social media to take his beer business national. Then he received a call from the Digital, Analytics, Technology and Automation (DATA) Initiative team at Northeastern.
Distinguished Professor of Marketing Koen Pauwels is published in Marketing Intelligence Review (MIR)
The DATA Initiative held the Inaugural DATA Forum earlier this month at Northeastern University, which included a Data Visualization Challenge focused on biking in Boston.
Mavrck, developed by Lyle Stevens, DMSB'09, Sean Naegeli, E'11, and Chris Wolfel, DMSB'13, offers businesses a fraud detection algorithm to determine who is consuming their content. In a social world full of bots, can this make a real difference?
Professor Koen Pauwels explains how lean startup methodology can alleviate potential big data complications.
Professor of Marketing Koen Pauwels examines the impact of social media on stock market performance in three consumer mindset metrics: purchase intent, brand awareness, and consumer satisfaction.