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Frontiers: Supporting Content Marketing with Natural Language Generation

The role of slant and message consistency in political advertising effectiveness: evidence from the 2016 presidential election

How consumer digital signals are reshaping the customer journey

Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic

Incorporating direct marketing activity into latent attrition models

Online product opinions: Incidence, evaluation, and evolution

Portfolio dynamics for customers of a multiservice provider

Understanding service retention within and across cohorts using limited information

A bivariate timing model of customer acquisition and retention

Commercial uses of personal data The goal of marketers is to better understand their audience so they can offer the products and services that people are going to be interested in. That requires learning about the customer. Marketers used to rely on demographic information. They knew customers’ zip codes and could get census-tracked information and would rely on customer surveys. A lot of that information was gathered or being directly elicited from consumers themselves. That's not necessary anymore.  Today, marketers learn what people are interested in by seeing what they’re posting on social media. People talk about brands they’ve bought and post photos with products in them. They interact with brands on social media. They also express opinions about brands and share experiences with them. For example, if someone posts online about a horrible customer service experience with their cell phone provider, that's a signal to other cell phone providers that this might be someone they can potentially poach. People provide signals of the strength of the relationship they have with brands and those conversations are potentially observable by other brands. This isn’t not necessarily just useful for competitors. If someone reports having a great experience at a retailer or reports they saw great show at a theater, that's information that those venues and brands can use to determine that someone has a good relationship with them and they should keep that in mind for subsequent interactions.The gathering of personal data is widespread. Everyday actions taken on cell phones and computers share data; people share data through apps when they just carry their cell phones around over the course of the day. When people search for something on Google, listen to Spotify, or watch something on Netflix they leave digital traces behind. Some of those are proprietary, such as what people watch on Netflix, and others can be captured by a broader range of firms. For example, mobile location data from cell phones, is packaged, aggregated, and resold to brands and organizations. Data isn’t just for commercial useIn the current pandemic, Google and Apple are collaborating on ways to use mobile location data to do contact tracing, and software developers all over the world are developing contact tracing apps that will run in the background on phones. That will provide the public health community a with great weapon to combat pandemic situations going forward. Social media activity can provide insights into whether people are in the midst of a potential mental health crisis, based on what they're posting online and the type of language they use. This does raise questions about where responsibility lies if a social media platform, such as Facebook, uses this information to determine what ads to show people and whether they should intervene if it seems someone is experiencing depression.  The trade-off with privacy On the one hand, we value privacy, on the other, we value the convenience and features of our internet and mobile-driven lives. This balance is addressed in a book on surveillance capitalism by historian Shoshana Zuboff that provides insight into how we ended up where we are today. One factor was that the dot com boom, when a lot of today's behemoth companies like Google were in their growth stages, happened in the wake of 911. Zuboff argues that there was a shift in mentality that you could attribute to that event. Before 911 people believed that privacy was essential and could not be infringed upon; after 911, the mentality shifted to believing that we couldn’t allow something like that to ever happen again, even if it meant sacrificing some of our values with respect to privacy. The TV show Person of Interest takes that perspective. The premise is built on the government building a massive surveillance system In the wake of 911. It’s interesting to explore the ramifications being under surveillance 24/7 and whether that’s a society that we want to be a part of. Now companies are collecting as much data as possible and thinking about how they can turn it into something useful. In return, many tech companies have developed many tools whose usefulness may outweigh privacy concerns, such as Google search engines, Gmail, recommendation engines for shopping, and predictive text for messaging and email communications --  all of which require data collection. A New York Times article examined location data and the question of how it needs to be regulated because of how personally identifiable and sensitive the information is. Now that we’re going through a pandemic, tech companies can help us solve this problem by collecting this type of information. The question is how to build this system in a privacy-friendly manner. Any time there is a massive paradigm shift, we're going to re-evaluate how important privacy is.Marketers will have to make the case for giving up some privacyPutting a premium on privacy means forgoing the benefits that come from allowing organizations to collect data they used to deliver a better experience. From a commercial standpoint, the onus is on marketers to make the case that the benefits outweigh privacy concerns. Marketers have to convince consumers that providing access to their social media accounts and sharing their location and browsing data is worth the benefits they derive from companies having access to that data.  Consumers can control data gathering and use but it isn’t easyThere is some recognition that consumers should have some control over who want more control over what data about them is gathered and how it’s used. Regulations like the General Data Protection Regulation in the EU and the California Consumer Privacy Act have made it easier for people in those respective jurisdictions to opt-out of data collection. It’s also possible for people to opt-out of many websites’ data collection practices, but it’s not a perfect solution because there are data aggregators that accumulate data from public sources and product warranty registrations. They have been the bread and butter of direct marketing for years, and they build very comprehensive profiles of consumers that marketers use. People can opt out of that collection in the moment but need to be mindful that they could take an action online that creates a new profile for them. Each consumer has to make their own decision about how comfortable they are with their social media profiles being accessible, and their mobile location data, browser data, and financial information being collected. And they should be aware that this data is aggregated. People who want to be vigilant need to read terms of service for apps and websites and not click through if they don’t like the privacy clauses.Businesses have a role to play in helping consumers feel comfortable with data collection Unfortunately, terms of service are usually very long and difficult to understand and that’s an area where businesses need to get better. Businesses should be able to show consumers on a single screen what data they’re going to collect and how it will be used. It’s likely that the use of data is going to become subject to government regulation, and part of that regulatory push will be for consumers will have more control over their data. When that happens, consumers will need to be mindful of what rights they have and how to avail themselves of those rights. This is an opportunity for marketers to build stronger relationships with their loyal customers and an opportunity for brands to differentiate themselves as valuing privacy and personalized experience. Brands that are able to deliver a personalized experience in a privacy-friendly manner will have a competitive advantage.

Big Data and the Future of Privacy

In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions.  Are consumers satisfied with our product?  How are our policies perceived? Do voters agree with our platform?      Measuring online opinion is more complex than just reading a few posted reviews.  Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy.  This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to more comprehensive use of social media intelligence.

Social Media Intelligence

Today, the insights available through "big data" are potentially limitless – ranging from improved product recommendations and more well-targeted promotions to more efficient public agencies. In  Profiting From the Data Economy , cutting-edge academic researcher, David Schweidel, considers   the role that individual consumers, innovators and government will play in shaping tomorrow's data economy. For each group, the author identifies both what can be gained and what is at stake. Writing for decision-makers, strategists, and stakeholders of all kinds, he reveals how today's data explosion will affect consumers' relationships with businesses, and the roles government may play in the process. The book puts you in the shoes of individuals generating data, innovators seeking to capitalize on it, and regulators seeking to protect consumers – and shows how all these roles will be increasingly interconnected in the future. For analytics executives; senior managers; CIOs, CEOs, CMOs; marketing specialists, and analysts; and consultants involved with Big Data, marketing, customer privacy, or related issues. This guide will also be valuable in many business analytics, digital marketing, and social media courses and academic programs. 

Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World (FT Press Analytics)

David A. Schweidel is Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business. 

Schweidel is an expert in the areas of customer relationship management and social media analytics. His research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. His research has garnered numerous awards, including the Gaumnitz Junior Faculty Research Award from the Wisconsin School of Business and the Marketing Science Institute’s Buzzell Award. He has been recognized as a leading scholar by the Marketing Science Institute’s Young Scholar and Scholar programs, and by Poets and Quant’s “Top 40 Under 40.” Based on his research, he has consulted for companies including EBay, HP Labs and General Motors. 

Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies.

Marketing Technology

Social Media

Political Marketing

Customer Analytics

Stuck on holiday gifts? What happened when I used AI to help with Christmas shopping

Why Spirit Halloween memes may be the brand’s best friend

Actors on strike call for limits on artificial intelligence

Generative AI Has an Intellectual Property Problem

Politicians and Fashion Designers Increasingly Team Up to Benefit Both Sides

Negative rhetoric ramps up ahead of midterm elections

The Big Question: Could Peloton Sue Over Its ‘And Just Like That’ Appearance?

Brands Are Invading Your Favorite Streaming Shows And Movies, Whether You Realize It Or Not

LeBron James’s ‘Space Jam’ Spurs Stampede of 200 Product Tie-Ins

Oprah and CNN: AT&T is merging media business with Discovery

Emory Professor Says Warner Media Spin Off May Not Be Good for Cord Cutters

Sam Adams, Budweiser Join Krispy Kreme in Branded Vaccine Promo Trend

Would the Krispy Kreme Vaccine Card Promo Work for Your Brand?

Why do negative political ads work?

Runoff Elections in Georgia Expected to Spur Unprecedented Ad Spend Blitz

How Privacy Regulations Will Push Brands to Target Smaller, More Dedicated Groups of Consumers

What Marketers Can Learn From Consumers’ Social Media and TV Habits

To Fix Facebook, Start With Separating the Community and Data Aspects

Futurity

Factual, or Warm and Fuzzy? Why Choosing the Right Words Matters

Republican attacks take aim at non-white congressional candidates

How Social Media Platforms Foster Hatred, Violence

Does negative political advertising actually work?

Encouraging TV Binge Watching May Backfire On Advertisers

Statistical model uses transaction attributes to better target marketing resources

Spring semester brings new programs, events across the university

Synergy Or Interference? How Product Placement In TV Shows Affects The Commercial-Break Audience

TikTok influencers play pivotal role in 2024 election, reshaping political engagement

I Dove Deep Into the SportsCenter of Silicon Valley - Business Insider

Peloton Responds to 'And Just Like That' Appearance - The New York Times

Holiday shopping can be tricky. Is AI the answer?

EDITORIAL: Finally a break from mudslinging

Shoppers turn to AI to help with Christmas gift lists - Good Morning America

Politicians and Fashion Designers Increasingly Team Up to Benefit All

This presentation is unavailable

Why more holiday shoppers are using AI for gift-giving

New research from the Journal of Marketing Research suggests social media data provides an early indicator of brand health, mirroring the results from more expensive and time consuming brand tracking studies.

How can brands "listen in" on social media chatter and learn about customers?

Large corporations, government agencies, and political campaigns increasingly are using social media listening platforms and software to monitor public sentiment online. According to research from David Schweidel, associate professor of marketing, and Wendy Moe (U of Maryland), the information gleaned from social media can provide useful insights for decision making, but only if the “comments are measured appropriately.” Since prior marketing research has focused on one social media venue or failed to acknowledge the differences in multiple social media venues, Schweidel and Moe discovered that these measurements of public sentiment fell short. Instead, they analyzed brand sentiment for an enterprise software company and a telecommunications business across a variety of social media platforms. Accounting for factors that varied across different social media platforms, the authors derived a measure of general brand impression (GBI). They showed that general brand impression was a leading indicator of shifts in brand tracking studies and stock price movements. Taken together, Schweidel and Moe’s “measure of GBI effectively captures movement in the underlying sentiment toward the brand.”

Using social media to assess public sentiment

Consumers have become highly adept at avoiding television advertisements. We switch channels, divert attention to our tablets and phones, and of course fast-forward through ads on our DVRs. Partly in response to this loss of attention, marketers are increasingly focused on product placement as an alternative way of exposing us to their brands. After all, product placement is innately much harder to skip given its integration into the actual program content.

Synergy or interference? How product placement in tv shows affects the commercial-break audience

As television watchers get inundated with commercials, the temptation to flip the channel grows. In the hopes of better connecting with consumers, advertisers are increasing their efforts to get product placements directly into TV shows. In a research study, David Schweidel, Goizueta Term Chair, Caldwell Research Fellow, and associate professor of marketing, and coauthors Natasha Zhang Foutz (U of Virginia) and Robin J. Tanner (U of Wisconsin) took a look at how the synergy between product placements and traditional commercials can keep viewers from flipping past the ad. The trio found that by simply putting a product in a television show and then immediately following it up with a commercial featuring the same product, viewers were more likely to stay tuned to the commercial. “The audience loss during the ad decreases by 5%,” they note. The effect was intensified when differing products from the same brand were shown in a program and then in a commercial immediately following the TV show. They write, “This indicates a positive synergy between the two activities that can reduce audience decline by more than 10%.” When products of different brands were featured in a television program and in a subsequent commercial, audience loss increased.

Synergies between product placements and TV ads

Television viewers are increasingly engaging in media multitasking while watching programming. One prevalent multiscreen activity is “social TV” – the simultaneous consumption of television alongside social media chatter about the programming. While online interactions with television programming can result in a more engaged and attentive audience, social TV activities may also distract media multitaskers from advertisements. 

Social TV: How Social Media Activity Interacts With TV Advertising

Television advertising is an expensive proposition, so media planners and advertisers are devoting considerable attention to social media mentions of their advertising and the real-time feedback it can provide. David A. Schweidel, associate professor of marketing, and coauthor Beth L. Fossen 16PhD (Indiana U) study this trend by using data from actual television advertising on the broadcast networks and brand and program mentions of those same ads on Twitter. The pair found that television advertising does impact the volume of online word-of-mouth for the advertised brand and the program showing the ad. Ad and brand characteristics played a huge role in creating social media “chatter.” For instance, movie advertisements generated the largest increase in online word-of-mouth. Ads for phones, computers, notebooks, and tablets also created substantial increases in social media mentions. In contrast, apparel, dental care, nonprofit ads, and PSAs benefited the least in terms of online brand chatter. Higher rated programs resulted in more online chatter for the ads shown, likely due to the fact that these programs draw larger viewing audiences.

 Social media mentions of television advertising

Reputational Spillover in Social Media: Collateral Damage or Construction?

Social Media’s Role in a Data Driven Marketing

Stochastic Models for Customer Analytics

Dynamics in Social Media

When you change your perspective you can change business for the better. Join us on Goizueta Effect to hear from leading faculty at the Goizueta Business School on the latest trends, research, and innovations in business, and find out how you can achieve more, do more, and create more in today’s ever-changing marketplace.

Goizueta Effect

ai-art-what-should-fair-compensation-look-like

Professor of Marketing & Goizueta Chair in Business Technology

  New research from Goizueta’s David Schweidel looks at questions of compensation to human artists when images based on their work are generated via artificial intelligence.  Artificial intelligence is making art. That is to say, compelling artistic creations based on thousands of years of art production may now be just a few text prompts away. And it’s all thanks to generative AI trained on internet images. You don’t need Picasso’s skillset to create something in his style. You just need an AI-powered image generator like DALL-E 3 (created by OpenAI), Midjourney, or Stable Diffusion.

If you haven’t tried one of these programs yet, you really should (free or beta versions make this a low-risk proposal). For example, you might use your phone to snap a photo of your child’s latest masterpiece from school. Then, you might ask DALL-E to render it in the swirling style of Vincent Van Gogh. A color printout of that might jazz up your refrigerator door for the better.

Intellectual Property in the Age of AI  Now, what if you wanted to sell your AI-generated art on a t-shirt or poster? Or what if you wanted to create a surefire logo for your business? What are the intellectual property (IP) implications at work?

Take the case of a 35-year-old Polish artist named Greg Rutkowski. Rutkowski has reportedly been included in more AI-image prompts than Pablo Picasso, Leonardo da Vinci, or Van Gogh. As a professional digital artist, Rutkowski makes his living creating striking images of dragons and battles in his signature fantasy style. That is, unless they are generated by AI, in which case he doesn’t.

“They say imitation is the sincerest form of flattery. But what about the case of a working artist? What if someone is potentially not receiving payment because people can easily copy his style with generative AI?” That’s the question David Schweidel, Rebecca Cheney McGreevy Endowed Chair and professor of marketing at Goizueta Business School is asking. Flattery won’t pay the bills. “We realized early on that IP is a huge issue when it comes to all forms of generative AI,” Schweidel says. “We have to resolve such issues to unlock AI’s potential.”  Schweidel’s latest working paper is titled “Generative AI and Artists: Consumer Preferences for Style and Fair Compensation.” It is coauthored with professors Jason Bell, Jeff Dotson, and Wen Wang (of University of Oxford, Brigham Young University, and University of Maryland, respectively). In this paper, the four researchers analyze a series of experiments with consumers’ prompts and preferences using Midjourney and Stable Diffusion. The results lead to some practical advice and insights that could benefit artists and AI’s business users alike.

Real Compensation for AI Work?  In their research, to see if compensating artists for AI creations was a viable option, the coauthors wanted to see if three basic conditions were met:

– Are artists’ names frequently used in generative AI prompts?
– Do consumers prefer the results of prompts that cite artists’ names?
– Are consumers willing to pay more for an AI-generated product that was created citing some artists’ names?

Crunching the data, they found the same answer to all three questions: yes.

More specifically, the coauthors turned to a dataset that contains millions of “text-to-image” prompts from Stable Diffusion. In this large dataset, the researchers found that living and deceased artists were frequently mentioned by name. (For the curious, the top three mentioned in this database were: Rutkowski, artgerm [another contemporary artist, born in Hong Kong, residing in Singapore] and Alphonse Mucha [a popular Czech Art Nouveau artist who died in 1939].)

Given that AI users are likely to use artists’ names in their text prompts, the team also conducted experiments to gauge how the results were perceived. Using deep learning models, they found that including an artist’s name in a prompt systematically improves the output’s aesthetic quality and likeability.

The Impact of Artist Compensation on Perceived Worth  Next, the researchers studied consumers’ willingness to pay in various circumstances. The researchers used Midjourney with the following dynamic prompt:

“Create a picture of ⟨subject⟩ in the style of ⟨artist⟩”. The subjects chosen were the advertising creation known as the Most Interesting Man in the World, the fictional candy tycoon Willy Wonka, and the deceased TV painting instructor Bob Ross (Why not?). The artists cited were Ansel Adams, Frida Kahlo, Alphonse Mucha and Sinichiro Wantabe. The team repeated the experiment with and without artists in various configurations of subjects and styles to find statistically significant patterns. In some, consumers were asked to consider buying t-shirts or wall art. In short, the series of experiments revealed that consumers saw more value in an image when they understood that the artist associated with it would be compensated.

 Here’s a sample of imagery AI generated using three subjects names “in the style of Alphonse Mucha.” Source: Midjourney cited in http://dx.doi.org/10.2139/ssrn.4428509  “I was honestly a bit surprised that people were willing to pay more for a product if they knew the artist would get compensated,” Schweidel explains. “In short, the pay-per-use model really resonates with consumers.” In fact, consumers preferred pay-per-use over a model in which artists received a flat fee in return for being included in AI training data. That is to say, royalties seem like a fairer way to reward the most popular artists in AI. Of course, there’s still much more work to be done to figure out the right amount to pay in each possible case.  What Can We Draw From This?
We’re still in the early days of generative AI, and IP issues abound. Notably, the New York Times announced in December that it is suing OpenAI (the creator of ChatGPT) and Microsoft for copyright infringement. Millions of New York Times articles have been used to train generative AI to inform and improve it.

“The lawsuit by the New York Times could feasibly result in a ruling that these models were built on tainted data. Where would that leave us?” asks Schweidel.  "One thing is clear: we must work to resolve compensation and IP issues. Our research shows that consumers respond positively to fair compensation models. That’s a path for companies to legally leverage these technologies while benefiting creators."  David Schweidel  To adopt generative AI responsibly in the future, businesses should consider three things. First, they should communicate to consumers when artists’ styles are used. Second, they should compensate contributing artists. And third, they should convey these practices to consumers. “And our research indicates that consumers will feel better about that: it’s ethical.” AI is quickly becoming a topic of regulators, lawmakers and journalists and if you're looking to know more - let us help.

David A. Schweidel, Professor of Marketing, Goizueta Business School at Emory University

To connect with David to arrange an interview - simply click his icon now.


AI Art: What Should Fair Compensation Look Like?

us-house-passes-tiktok-ban-bill-goizueta-expert-on-tiktok-algorithm-safety-and-proposed-ban-for-media

The U.S. House today passed a federal bill to ban TikTok and it now moves to the Senate. President Biden said he would sign a potential bill that bans the social media platform. 

 
Goizueta Business School Professor David Schweidel has done extensive research on the impact of social media. 

 He says:

The security and privacy issues around TikTok are only one part of the equation. User safety is another concern that all social media companies are now facing.   He notes that the algorithms prioritize engagement, which could be showing people content that is harmful to them (mentally and/or physically).
 

Background: TikTok is owned by ByteDance, a private Chinese company that claims all information gathered through the app is secure.  Lawmakers do not agree and have plans to remove TikTok from the U.S. by September 30th unless ByteDance sells TikTok.  The proposed bill would also put into place allowance for the executive branch to prohibit access to an app owned by a foreign adversary that could impact national security.  Expert Source: David A. Schweidel, Professor of Marketing, Goizueta Business School at Emory University

Bio - https://goizueta.emory.edu/faculty/profiles/david-schweidel To connect with David to arrange an interview - simply click his icon now.
 


US House Passes Tiktok Ban Bill, Goizueta Expert on TikTok Algorithm Safety and Proposed Ban for Media

super-tuesday-and-bidens-state-of-the-union-address-emory-universitys-goizueta-business-school-experts-available-for-interview

Professor in the Practice of Finance; Academic Director, Master of Finance

Professor of Information Systems & Operations Management; Academic Director, MS in Business Analytics

 It's going to be a busy week in America when it comes to politics.

And if you're covering - we have experts who can help with any of your questions or stories.

Tom Smith - Professor in the Practice of Finance - Professor Smith is an expert in labor economics, entertainment and healthcare economics, as well as real estate and urban economies.   David Schweidel - Professor of Marketing - Professor Schweidel has been closely researching the impact of AI in society, especially elections. He can speak on the impact AI is expected to have in this year’s elections. Professor Schweidel also has extensive work in election marketing. He researched negative campaign advertising and if a negative tone has a positive impact on election results.   Ramnath Chellappa - Professor of Information Systems & Operations Management - Professor Chellappa is available to discuss the economics of information security and privacy. He can also discuss the economics and impact of AI.   Raymond Hill  - Professor Emeritus Hill is available to discuss any issues on the economy related to energy.   If you are looking to arrange an interview - simply click any of the listed expert's icons to set up a time today or email Kim Speece for assistance.


Super Tuesday and Biden’s State of the Union Address - Emory University’s Goizueta Business School Experts Available for Interview

Business education has been an integral part of Emory University’s identity since 1919. That kind of longevity and significance does not come without a culture built on success and service. Emory University’s Goizueta Business School offers a unique, community-oriented environment paired with the academic prestige and rigor of a major research institution. Goizueta develops business leaders of today and tomorrow with an undergraduate degree program, Full-time MBA (Two-Year MBA & One-Year MBA), Evening MBA, Executive MBA, full-time and part-time MS in Business Analytics, Master of Analytical Finance, Master in Management, Master in Business for Veterans, Doctoral degree, and a portfolio of non-degree Emory Executive Education courses. Together, the Goizueta community strives to solve the world’s most pressing business problems. The school is named for the late Roberto C. Goizueta, former Chairman and CEO of The Coca-Cola Company. For more information, visit goizueta.emory.edu.

Emory University is recognized internationally as an inquiry-driven, ethically engaged, and diverse community whose members work collaboratively for positive transformation in the world through courageous leadership in teaching, research, scholarship, health care, and social action. The University consists of an outstanding liberal arts college, highly ranked professional schools, and one of the larger and more comprehensive healthcare systems in the Southeast.

Meet Professor David Schweidel

Technology has fundamentally changed the marketing landscape. Customer insights can now be gleaned from a myriad of data sources. But, at what potential costs? David A. Schweidel, professor of marketing at Goizueta Business School, will explore the benefits and consequences of 24/7 data collection for both businesses and consumers. He will discuss where we stand today and what this portends for the future of marketing and consumer privacy.

Business Over Breakfast Webinar Series with Emory Executive Education featuring David Schweidel

While social media monitoring has become a popular tool to provide brands with insights into their customers’ thinking, it requires knowing specific phrases or terms that should be monitored. But in the event of a brand crisis, online conversation often changes quickly—topics being discussed may differ and continue to evolve. In his talk, David Schweidel, Associate Professor at Emory’s Goizueta Business School, discusses an automated approach to detect content changes in social media activity that can inform brands of the emergence of potential crisis. He will explore how fallout from a crisis can be monitored to assess its persistent effect on social media conversations.

David Schweidel, Emory University: Keeping Up with Social Media Conversation During Brand Crisis

David Schweidel

Marketers compete for consumers attention, necessitating content that breaks through the digital clutter. Content analysis offers a means of identifying characteristics of text, visuals and audio that are most likely to engage consumers. In this session, we’ll examine how analytic methods can be applied to content involving social media and search engine optimization while exploring how to drive growth.

Emory University’s Goizueta Business School offers a unique, community-oriented environment paired with an academic prestige and rigor shared with the international acclaim of Emory University. Goizueta trains business leaders of today and tomorrow with an Undergraduate degree program, a Master's of Science in Business Analytics (MSBA), a Two-Year Full-Time MBA, a One-Year MBA, an Evening MBA, an Executive MBA, a Doctoral degree and a portfolio of non-degree Emory Executive Education courses. The school is named for the late Roberto C. Goizueta, former Chairman and CEO of The Coca-Cola Company. For more information, visit http://goizueta.emory.edu and follow us on Twitter at @emorygoizueta.
 
Emory University is recognized internationally as an inquiry-driven, ethically engaged, and diverse community whose members work collaboratively for positive transformation in the world through courageous leadership in teaching, research, scholarship, health care, and social action. The University consists of an outstanding liberal arts college, highly ranked professional schools, and one of the larger and more comprehensive healthcare systems in the Southeast.

Driving Growth with Content Analysis – Business over Breakfast

If it feels like you’ve seen more product placement in your favorite TV shows lately, you probably have. Once a marketing trick embraced mainly by the movie industry, product placement became popular with the small screen after TiVo and streaming services delivered a one-two punch to the efficacy of traditional 30-second ads. And the tools of the digital age are about to make this tactic a whole lot more futuristic…

Further reading:

The BBC
https://www.bbc.com/culture/article/20190311-a-bar-at-the-folies-bergere-a-symbol-planted-in-cleavage

“Branded Entertainment,” Jean-Marc Lehu
https://www.amazon.com/Branded-Entertainment-Placement-Strategy-Business/dp/0749453370

Journal of Broadcasting & Electronic Media
https://www.researchgate.net/publication/250309858_The_Hidden_History_of_Product_Placement

Journal of Advertising Research
https://www.researchgate.net/publication/4771093_Practitioners'_Evolving_Views_on_Product_Placement_Effectiveness

The Los Angeles Times
https://www.latimes.com/archives/la-xpm-1988-08-07-fi-429-story.html

The Associated Press
https://apnews.com/article/b6ac7392d82f166eaae3922f8783a66b

The New York Times
https://www.nytimes.com/1996/01/01/business/media-business-advertising-diet-coke-empire-strikes-back-under-guise-friends.html

Newsweek
https://www.newsweek.com/let-backlash-begin-179758

InStyle
https://www.instyle.com/reviews-coverage/friends-diet-coke-commercial-backlash

PQ Media
https://www.pqmedia.com/

Adweek
https://www.adweek.com/brand-marketing/state-business-30-second-spot-dead-long-live-30-second-spot-68490/amp/

Branded Entertainment Network
https://ben.productplacement.com/

CNBC
https://www.cnbc.com/2018/05/28/kfc-in-stranger-things-not-a-coincidence-netflix-product-placement.html

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Why Product Placement Is Suddenly Everywhere - Cheddar Explains

Associate Professor of Marketing
Goizueta Business School, Emory University
Customer Insights Conference 2013

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