SEGMENTATION AND TARGETING

Precision in segmentation and targeting has immense potential. But more information doesn’t necessarily translate into better information, and there are many questions about the quality of big data.

• Precise Targeting Foiled by Imprecise Data Alice K. Sylvester and Jim Spaeth (Sequent Partners)
• How Do Human Attitudes and Values Predict Online Marketing Responsiveness? Stefan Scheuffelen, Jan Kemper, and Malte Brettel (RWTH Aachen University)
• Can Black-Oriented Films and TV Be Marketed More Broadly?Morgan E. Ellithorpe (Michigan State University), Michael Hennessy and Amy Bleakley (University of Pennsylvania)
• How to Target Arab E-Consumers More EffectivelyMamoun Benmamoun, Nitish Singh (Saint Louis University), and Rana Sobh (Qatar University)
• Positive vs. Negative Messaging in Discouraging Drunken DrivingLefa Teng, Yuanyuan Wu, Hongyu Fu, Jiajing Wang (Jiangnan University), and Guangzhi Zhao (Loyola University Maryland)

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