MSI

This Memorial Day, MSI pauses to honor the service, courage, and dedication of those who have served our country. As we spend time with family and friends, we reflect with gratitude on the values of sacrifice, unity and commitment that continue to inspire us. #MemorialDaylDay

MSI is proud to support the 2026 AMA-Sheth Doctoral Consortium. For decades, the consortium has shaped the future of #marketing by bringing together outstanding doctoral students and faculty from around the world: ow.ly/6GHB50Z0hB4 #MarketingResearch #MarketingScience

On June 9, MSI hosts a webinar exploring how to measure true #incrementality and how to understand when experimentation actually pays off: ow.ly/JPj350Z0h3j #MarketingScience #DigitalAdvertising #MarketingMeasurement #Experimentation

MSI’s Young Scholars Conference returns May 31–June 3 in New York City. For nearly two decades, this program has brought together some of the most promising young marketing academics in the world. Learn more: msi.org/events/msi-202… #MarketingScience #MarketingInnovation

Can AI think like a marketer? Join us tomorrow at noon ET as researchers from Indiand University share new research assessing how LLMs perform across core marketing domains: ow.ly/NggL50Z0fKy #MarketingAI #GenerativeAI #MarketingResearch #AI #MSI #TheARF

Should marketers stick with one message — or rotate creative variations to keep audiences engaged? On June 16, MSI will host a webinar for anyone thinking about creative effectiveness and campaign performance: ow.ly/o4aB50YWgqG #Advertising #CreativeStrategy

On June 9, MSI will host a webinar exploring one of digital marketing’s toughest questions: when does experimentation truly improve decision-making and ROI?: ow.ly/F2Hy50YWg9U #DigitalAdvertising #MarketingMeasurement #Incrementality #MarketingScience #AdTech

#AI is changing marketing faster than most teams can keep up with but where does it truly add value, and where does human judgment still matter most? Join us May 19 for Assessing Marketing AI: What Practitioners Need to Know: ow.ly/IfFM50YWcXX #Marketing #MarketingScience

B2B marketing is evolving fast — and the best insights often come from the conversations happening between peers. On Thursday, Researchers and industry leaders will meet for the MSI/ARF B2B Exchange: ow.ly/xIGS50YWbNL #B2BMarketing #MarketingScience #AI

Today, MSI is excited to kick off the 3rd Symposium on #AI in #Marketing in Madison. Over the next few days, industry leaders will explore topics from deep learning and digital twins to human-AI collaboration: ow.ly/cbj650YWaYh #MarketingScience #Innovation #Research

What if you could scale causal ad measurement without running RCTs everywhere? New MSI research introduces PIE—using experiments to predict incrementality across campaigns, a big shift for measurement: ow.ly/4EMm50YSZmr #AdMeasurement #MarketingAnalytics #Incrementality

How much do your ads really drive results? In this webinar, we explore new research on how advertisers and platforms make experimentation decisions and why some firms choose not to test at all. Join us June 9, 12-12:30pm ET: ow.ly/oa9150YSYSm #Incrementality

As “binge watching” of media increases, how can platforms and audiences avoid the hangover? This MSI working paper a series of online experiments to determine what elements drive “binge viewing” of shows and how to increase audience satisfaction: ow.ly/EN2650YSYx4 #TV #AVOD

Meta’s Lift and A/B tests are widely used to evaluate campaign performance. A key challenge is divergent delivery. This webinar shows practical ways to reduce imbalance, to better isolate creative impact. Catch it at 12pm ET: ow.ly/9Qtj50YSY8j #DigitalMarketing #ABTesting

In online retail, GenAI assisted workflows can increase revenue by reducing friction at several touch points across the customer journey. Learn how in this latest MSI working paper: ow.ly/LFEF50YSWsK #GenAI #Ecommerce #DigitalMarketing

Can GenAI actually move the needle on firm productivity? A new MSI working paper offers rare field-experiment evidence from online retail—and the answer is: yes, but not everywhere equally: ow.ly/VYIf50YP9RC #GenerativeAI #MarketingScience #Retail #Ecommerce #Productivity

What are the toughest challenges in B2B marketing right now? The upcoming MSI/ARF B2B Exchange is bringing together marketers to openly discuss what’s working, what’s not, and what’s next: ow.ly/vZ6c50YP8PI #B2BMarketing #MarketingScience #the_ARF

This upcoming MSI webinar breaks down “divergent delivery”—how Meta’s algorithms distribute ad variants to different audiences within the same test. Don't miss this webinar, May 5 at 12 pm ET: ow.ly/Rgmw50YP7HR #AdTesting #DigitalAdvertising #MetaAd

What if the algorithms designed to increase engagement are reducing contribution? An MSI webinar today at 12pm ET explores this. It's a must watch for those in platform design, creator ecosystems or recommendation systems: ow.ly/TwUs50YP62r #MarketingScience

What happens when ads are evaluated by #AI? Using simulated consumer personas and iterative feedback loops, this research shows how #GenAI systems can learn which creative elements resonate: ow.ly/AwLU50YP4Q3 #MarketingScience #DigitalAdvertising #AdTech #ConsumerInsights