According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to …
In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th …
The next episode in the Making Marketing Accountable webinar series happens Wednesday, Sep. 24, Noon ET, and features Peter Cain, presenting MMM: Design, Uses and Pitfalls. Dr. Cain is Executive Director and Co-Founder of Marketscience, an independent marketing analytics consultancy specializing in advanced …
The MASB organization is now getting back to work after being consumed by the Summer Summit. It was worth it! The Summit was very successful. I’d like to give our many thanks to our hosts at the DePaul Kellstadt Graduate …
Northwestern University Kellogg School of Management Professor Emeritus of Marketing Bobby Calder was honored as a Joseph Plummer MASB Trailblazer during MASB Summer Summit, Aug. 13 at DePaul University. The trophy was presented by award namesake Joe Plummer. Trailblazer recognition …
In today’s volatile landscape, marketers face an unprecedented confluence of forces—from the rapid advancement of artificial intelligence to mounting geopolitical tensions and economic uncertainty. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Navigating Today’s …
In an era marked by economic headwinds, shifting consumer expectations, and accelerated change, how can brands grow stronger? At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Building Your Brand During Challenging Times, exploring how …
In uncertain times, bold insights lead to competitive advantage. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, J. Walker Smith, Knowledge Lead at Kantar and one of the foremost authorities on consumer trends, will present Thriving in Turbulence: Insights-Driven Paths …
Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. “Most articles written during the unfolding Kraft Heinz story cite as key causal …
Firms can grow their revenue by focusing on acquiring new customers or by expanding the revenue from existing customers through cross-selling or upselling, and reducing customer churn. The key questions are which of these two paths is more sustainable, which …
