Thought leadership

May 5, 2022

Ranjeet Bhosale Talks Analytics, Audience-Based Marketing and the Art of Storytelling

The MMA program sat down with Ranjeet Bhosale, senior director of audience-based marketing and personalization at The Home Depot, to discuss how he and his team use analytics to meet customer needs and and how Poole College’s MMA graduates can shine in the field. 

May 2, 2022

Current Insights for Local Brands Who Use Instagram

Heather Dretsch recently collected data, and with analytical support, that explores what it means for local businesses building and managing Instagram feeds for their brands. 

Apr 4, 2022

Protecting Brand Reputation in the Digital Age

How, in this volatile environment of social media, cancel culture and demanding customers, can brands and businesses protect their reputation? 

Mar 16, 2022

So You’ve Got a Lot of Data…Now What?

Data helps support innovation, problem-solving and strategic decision-making, and clears the way for better, more effective marketing. And the best part? Businesses of every kind and size can tap into its power through analytics. 

Feb 22, 2022

Chrome, Cookies and Click Fraud

Google is ditching third-party cookies in 2023. What will be the impact on digital advertising and consumer privacy? BAI executive director Bill Rand weighs in. 

Jan 27, 2022

Bill Rand Study Finds the Formula for the Perfect Instagram Image

Bill Rand, associate professor of marketing, and fellow researchers from NC State determined how to produce the perfect Instagram photo to attract likes through a program for marketing experts. 

Dec 15, 2021

Metrics, External Data and the Road to Innovation

In a world saturated with data, communication channels and digital platforms, marketers have more resources at their disposal than ever before. But which metrics should businesses be paying attention to? What kinds of external resources can they leverage? How can they harness all the available tools to spark innovation? 

Nov 17, 2021

Bill Rand on Leveraging Consumer Feedback on Social Media

Bill Rand, associate professor of marketing, expresses the importance of companies utilizing consumer feedback on social media to improve their business practices. 

Oct 29, 2021

Bill Rand Explains Big Data Analytics and Machine Learning in Today’s World

At Poole College, there’s no one who knows more about big data, machine learning and marketing analytics than Bill Rand. We sat down with Rand for an eye-opening conversation about the current data landscape, trends and predictions for the future of the industry. Here are some of the highlights. 

Oct 27, 2021

Poole Professor’s Research Shows How COVID-19 Vaccine Marketing Strategies Must Change for Global Success

In the United States, uncertain consumers tend to prefer middle options as a smart choice, a robust decision phenomenon known as “the compromise effect.” So when trying to promote COVID-19 vaccination, presenting it as the common or non-extreme choice may effectively win over those who are not yet vaccinated. However, does that approach hold the same sway in other countries?