MSI

How good are open source media and marketing mixed models? This MSI working paper provides a review and synthesis of the leading open-source (m/#MMM) packages developed by Meta Platforms and Google as well as the Bayesian tooling ecosystem from PyMC Labs: ow.ly/Vk6T50YtBnc

Most A/B tests are analyzed independently—limiting what firms can learn about how customers respond to interventions over time. This research introduces a framework that enables firms to better identify who to target and when: ow.ly/vBIl50YtAkf #MarketingResearch #Targeting

Welcome to Day One of AUDIENCExSCIENCE 2026! Whether you're with us in NYC or joining via livestream, get ready for a full day of insights shaping the future of advertising, media, and research. Stay tuned for updates and join the conversation via #ARFAxS. bit.ly/ARFAxS26

In today’s polarized environment, consumers are no longer separating politics from purchasing. Join Prof. Oded Netzer of Columbia Business School for an insightful discussion on brand-preference #polarization, the growing influence on #consumerbehavior: ow.ly/lKIO50Ytz8O

Frontline employees often face a difficult judgment call: whether to continue a customer conversation or move on. Join us on April 7 at 12:30 pm ET for a half-hour webinar about using #AI to decide: ow.ly/3LZY50YtyMH #CustomerService #MarketingScience #MarketingResearch

Is #AI really decreasing website traffic by cutting out search engines? And if so, how is that affecting advertising markets? This MSI working paper analyzes the desktop browsing behavior of over one million users to investigate: ow.ly/nu5x50Ytypl #DigitalAdvertising

Advertisers bid for online ads based on demographics and other data provided by publishers. Both parties can benefit from auctions, this new MSI working paper finds: ow.ly/ewmY50Yqnwo #Advertising #Marketing #Pricing

Most variation in marketing effectiveness comes from customer-level responsiveness, this MSI working paper finds, much of it unobserved. It also finds evidence of intervention fatigue—responses decline with repeated exposure: ow.ly/nysa50Yqnjv #MarketingScience

A new MSI working paper discusses a study using clickstream data which finds that #LLM adopters conduct ~20% fewer traditional searches and rely more on #AI answers. Traffic holds for major sites but declines for smaller ones and display ads: msi.org/working-paper/…

Join MSI and Adobe on March 12 (12PM ET) for a webinar launching a new initiative on causal measurement and financial outcomes, where researchers collaborate and use proprietary Adobe data and tools. Learn more: ow.ly/5bM050Yqke8 #MarketingScience #BrandMeasurement

Friday’s @WSJ highlights #AI digital twins used to simulate human responses in #marketresearch. A recent MSI paper shows #LLM powered twins predict purchases with ~86% accuracy. This is the focus of the IJRM/MSI CFP on GenAI, synthetic data & respondents: msi.org/ijrm-msi-call-…

The Pareto rule tempts companies to focus on premium services. However, perceiving these offerings as zero-sum and unfair can diminish the appeal of basic offerings. This MSI working paper explains how companies can mitigate backlash: msi.org/working-paper/…

More people are choosing to remain single nowadays. This MSI working paper looks at work factors influence their decision making as consumers: ow.ly/z5aJ50Yn4Zn #ConsumerBehavior #ShopperInsights #Single #ConsumerJourney #Marketing #MarketingScience #Singlehood

Did you miss the MSI forum at UCLA? Several themes emerged: GenAI is changing the creative process & ad effectiveness, AI interactions are changing consumer behavior and attitudes, and how things like the consumer journey are changing in the age of AI: ow.ly/BCG550Yn4bw

Firms increasingly rely on fine-tuning models using engagement data, such as A/B test results. The authors propose a framework where #LLMs generate hypotheses about why content performs well & use this to guide fine-tuning: ow.ly/5gZ050Yn1xt #Advertising #ConsumerBehavior

What happens when cookies crumble? A new MSI working paper examines the evolving role of cookies in digital advertising and what their decline means for targeting, measurement, and firm performance: ow.ly/VCpE50Yj0E2 #Cookies #Privacy #DigitalStrategy #MarketingScience

Explore how designing recommender systems for transparency can strengthen consumer trust, improve engagement, and create long-term value, in this new MSI working paper: ow.ly/G2He50Yj0Vo #Marketing #Omnichannel #Tech #AI

Learn how emerging marketplace dynamics are reshaping firm strategy and performance in this MSI working paper. The authors uncover actionable insights for managers navigating today's environment: ow.ly/cg8w50Yj0et #Marketing #Omnichannel #CustomerJourney #AI

How is Google’s AI Overviews affecting publisher traffic? New MSI Working Paper finds AIO exposure reduced English Wikipedia page views by ~15%, with the largest declines in Culture topics: ow.ly/ZlAB50Yj02s #AEO #AIO #AI #Search #SEO #MarketingScience #MarketingResearch