Thought leadership

Apr 5, 2023

Examining the Impact of Membership-based Free Shipping

Fangfei Guo's recent study analyzes how online retailers have to grapple with consumer demands for free shipping while balancing high shipping costs. 

Feb 2, 2023

Let’s Chat about ChatGPT

We sat down with Bill Rand to learn more about ChatGPT, its risks and what educators need to keep in mind going forward. 

Nov 18, 2022

The Metaverse, Web 3 and the Future of Marketing

Professor Bill Rand explains the difference between Web 3 and the metaverse, how advanced technologies can create value for customers and what steps companies can take to prepare for the next evolution of the internet. 

Nov 15, 2022

Heather Dretsch Explains Why Gen Z is Layering Their Social Media Time

Heather Dretsch, assistant professor of marketing, explains through her research how organizations need to be relevant to a newer generation through social media. “What this means is that Gen Zers… 

Oct 28, 2022

Basiru Usman Discusses Predictive Analytics and the Future of Marketing

MMA student Emily Gower spoke with professor Basiru Usman about the importance and versatility of predictive analytics tools, as well as the growing importance of marketing analytics skills in today’s business environment. 

Sep 29, 2022

Up Close and Personal: Personalized Marketing and The Power of Audience Analytics

Donnie Hale and Bill Rand highlight the key factors companies need to consider if they want to provide customers with the right types of personalized interactions, including walking the fine line between being intelligent and “creepy”. 

Sep 22, 2022

What Gen Z and Millennials Want on Instagram vs. TikTok

Recent reports show that approximately 40% of younger consumers now use TikTok and Instagram for their searches, increasing pressure on brands to reach Gen Z and Millennials on social media.… 

Aug 18, 2022

Marketing Discrepancies: Organizations’ Analytics Are Less Advanced than Leaders Report

A recent report from Adverity dives into an interesting phenomenon: While most companies identify themselves as data-driven and mature in their analytics capabilities, their actual performance says otherwise. 

Jul 20, 2022

Business Analytics and Data Science: What’s the Difference?

While often used interchangeably, data science is not synonymous with business analytics. Learn the difference between the two, and which path may be more suited for your professional background and career goals. 

Jun 7, 2022

Beating Analysis Paralysis With Regression Analysis

In addition to helping businesses make critical decisions with things like inventory management and customer acquisition, simple regression analysis techniques can help inform everyday decisions, like whether or not your mortgage application is approved, says assistant professor Basiru Usman.