MSBA Professor Anindya Ghose recently spoke at MIXX 2015 Canada, one of the most influential events in the digital marketing community. Hundreds of digital marketing and business analytics professionals – including senior executives from Google, AOL, Spotify and Facebook – attended the conference which is organized by the International Advertising Bureau in Canada.
Professor Ghose gave a plenary speech titled, “Toward Revolutionizing New Frontiers in Mobile Marketing Using Randomized Field Experiments” and discussed how the growth of smartphones and location-based services has contributed to the rise of mobile advertising. Professor Ghose presented results from his research that measure the effectiveness of mobile marketing promotions. Based on his research, Professor Ghose explained which kinds of mobile advertising can be most effective, given that the right audience is offered the right product at the right time.
The theme of this year’s MIXX Canada was “This Digital Life”, a celebration and examination of how our lives, culture and quality of life have become digitally dependent and how digital technology continues to both improve and add friction to our daily routines. Additionally, one of the key leaders of the event was an MSBA 2013 alum, Shingai Manjewa. Shingai now oversees analytics for the International Advertising Bureau of Canada.
How do you use digital marketing in your field? How does your company determine the effectiveness of its mobile marketing strategy?