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About us
The focus of the Medill Spiegel Research Center is to do evidence-based, data driven analysis to prove the relationship between customer engagement and purchase behavior. We conduct research in the areas of social media contests, branded mobile apps, multi platform engagement, online negative word-of-mouth or customer reviews, and loyalty programs. Twitter: @SpiegelResearch
- Website
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http://spiegel.medill.northwestern.edu/
External link for Medill Spiegel Research Center
- Industry
- Market Research
- Company size
- 11-50 employees
- Headquarters
- Evanston, Illinois
- Type
- Educational
- Specialties
- Marketing Research and Customer Engagement
Locations
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Primary
Get directions
1845 Sheridan Road
Fisk Hall 304
Evanston, Illinois 60208 , US
Employees at Medill Spiegel Research Center
Updates
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Zero Party Data. Spiegel faculty affiliate Kelly Cutler argues that zero party data "offers brands the opportunity to authentically build a dialogue with customers who truly want that connection." Which models do the best job of predicting user preferences and behaviors? Good question. Jebbit OfferFit Unbounce Daasity Salesforce Criteo Adobe Target Optimizely
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The Spiegel Center contributed to the IAB's new Retail Media Measurement guidelines. The guidelines will help to establish a common ground for measurement in this rapidly growing business. Spiegel and the Northwestern University Retail Analytics Council are working on a study to implement the guidelines and take a close look at incrementality. Kudos Jeffrey Bustos and the IAB team on great work!
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The Webcare Playbook: How should brands respond to online reviews? Newly published research from Edward Malthouse, Ana Isabel Lopes, and co-authors shows how responses to reviews increased hotel bookings: Have managers sign the response Direct reviewers to a private channel Be defensive Offer compensation Webcare strategies to avoid include: Apologizing Asking for more information Adding informal non-verbal cues such as emojis, and Inviting customers for another visit. #onlinereviews #webcare #customerservice Jaewon Royce Choi Mingxuan Liu
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Say no to sponsorship media values.
The Definitive Guide: Why sponsorship media values are invalid Reason 1. It's embarrassing. There's not an ad seller on earth who would pitch paid media in terms of "sponsorship equivalencies." If sponsorship executives want the discipline to be recognized as a legitimate marketing activity, they should start by taking themselves seriously. Sponsorship is more than advertising's junior partner. Say no to media value. #saynotoSMVs #sponsorship #sponsorshiproi