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Alessandro Bonatti

Alessandro Bonatti

Sarofim Family Career Development Professor

Department: Associate Professor of Applied Economics

Contact: (617) 253-7190, bonatti@mit.edu

Expertise: Advertising; Applied economics; Auctions; Competition; Economics; Electronic media; Europe; European Union; Game theory; Google; Industrial economics; Industrial organization; Insurance; Internet; Italy; Media; Microeconomics; Online shopping; Optimal control; Political economy; Price fixing; Pricing; Social networks; Teams; Turkey

Erik Brynjolfsson

Erik Brynjolfsson

Schussel Family Professor of Management Science

Department: Professor of Information Technology

Contact: (617) 253-4319, erikb@mit.edu

Expertise: Applied economics; Business intelligence; CEO compensation; Change management; Communication practices; Computers; Corporate strategy and policy; Digitization; Dot-com; Dot-com bubble bust; E-business; E-mail; Economics; Economics of organizations; Economy; Electronic publishing; Enterprise information systems; Extranets; File sharing; High technology companies; Incentives; Industrial economics; Information systems; Information technology; Information technology for management; Information technology, impact of; Information technology, social aspects; Internet; Knowledge management; Labor market policy; Macroeconomics; Management effectiveness, measuring; Managerial communication; Managerial economics; Microeconomics; Online media; Online shopping; Organizational change; Organizational communication; Pricing; Service industry; Social networks; Technology; Telecommuting; Wikipedia

Charles Kane

Charles Kane

Department: Senior Lecturer

Contact: (617) 258-6573, ckane@mit.edu

Expertise: Accounting, domestic; Accounting, international; Africa; Alliances; Analyst forecasts; Argentina; Asia; Asia Pacific; Auditing/auditors; Banking; Banking management; Brazil; Business education; Business ethics; Business intelligence; Business plans; Capital budgeting; Capital controls; Capital market; Chemical; China; Competitive strategy; Component software technologies; Computer aided software engineering; Computer industry; Corporate finance; Corporate governance; Corporate strategy and policy; Cross-cultural awareness; Cultural differences; Data acquisition; Data storage; Database and information integration technologies; Derivatives; Developing countries; Disclosure; Distance learning; Downsizing; E-commerce; Earnings manipulations; eBay; Education; Elevator pitch; Emerging markets; Entrepreneurial finance; Entrepreneurial management; Entrepreneurship / New ventures; Equities; Euro; Exchange rates; Executive education; Financial engineering; Financial reporting; Financial services; Financial statement analysis; Foreign investment; Futures; Global entrepreneurship; Global sales strategies; Globalization; Google; High technology companies; Interest rates; International corporate strategy; International finance; International management; International trade; Internet security; Internet software; Internet software/applications; Internet strategy; Investment banking; Investor relations; K-12 education; Knowledge sharing; Logistics; MBA; Mergers and acquisitions; Microsoft; Monetary policy; Negotiation and conflict resolution; Non-profits; Online feedback mechanisms; Operations management; Options; Options pricing, valuation; Price fixing; Private equity; Privatization; Process control; Project management; Research, academic; Revenue management; Risk management; Sales force automation; Sales support systems and databases; Sarbanes-Oxley compliance; Service industry; Software; Startups; Strategic management; Strategic planning; Supply chain management; Tax policy; Taxation, corporate; Turkey; Venture capital

Catherine Tucker

Catherine Tucker

Mark Hyman, Jr. Career Development Professor

Department: Associate Professor of Marketing

Contact: (617) 252-1499, cetucker@mit.edu

Expertise: Computer privacy; Credit cards; E-commerce; Econometrics; Electronic software; Google; Google; Industrial economics; Internet; Internet privacy issues; Internet telephony; Management of information technology; Marketing; Marketing strategy; Online banking; Pricing; Security of technology; Software; Web-based marketing; YouTube

Glen Urban

Glen Urban

David Austin Professor in Management, Emeritus

Department: Professor of Marketing, Emeritus

Contact: (617) 253-6615, glurban@mit.edu

Expertise: Advertising; Automotive; B-school; Bayesian statistics; Brand management; Branding; Consumer marketing; Consumer products, marketing; Customer relationships and CRM; Customer satisfaction; Customer service; Database marketing; Dot-com; E-commerce; Entrepreneurship / New ventures; Information technology for management; Internet; Internet privacy issues; Internet strategy; Knowledge management; Lead users; Market research; Marketing; Marketing strategy; Marketing, international; New ventures; Online feedback mechanisms; Online media; Online shopping; Positioning; Product loyalty; Publishing; Statistics; Telecommunications; Trust-based marketing; Web-based marketing; World Wide Web

Henry Weil

Henry Weil

Department: Senior Lecturer, Technological Innovation, Entrepreneurship, and Strategic Management

Contact: (617) 258-6101, hbweil@mit.edu

Expertise: Aircraft / Aviation; Airlines; Alliances; Asia; Banking; Banking management; Bermuda; Business process modeling; Capital budgeting; China; Competition; Competitive strategy; Computer industry; Consumer behavior; Convergence; Corporate strategy and policy; Credit cards; Customer relationships and CRM; Customer service; Data acquisition; Digitization; Dot-com bubble bust; E-commerce; Electronic media; Emerging businesses; Emerging markets; Energy; Entrepreneurial management; Entrepreneurship / New ventures; Ethanol; Europe; European Union; Financial services; France; Globalization; Hong Kong; Industrial economics; Information technology; Innovation; International corporate strategy; International management; Internet telephony; Lead users; Management of technology; Marketing strategy; Media; Microeconomics; Mobile computing; New ventures; Nonlinear dynamics; Oil; Online banking; Online media; Pharmaceutical; Pricing; Research and development; Retirement planning; Singapore; Startup; Startups; Strategic management; Strategic planning; System dynamics; Taiwan; Technological innovation; Technology strategy; Technology transfer; Trust-based marketing; Wi-Fi; Wireless communication

Increasing click-through rates with ad morphing — Glen Urban and John Hauser

From Fortune China Everyone is trying to make their banner ads and new media more effective. In the banner area, 90% of the effort is spent on targeting. If you click on a link, you’ll get a particular ad. A whole industry has emerged focused on collecting click stream data and making recommendations. But that is only half the picture. Equally important is the question of how you should talk to consumers once they are targeted. This is what ad morphing is all about. For example, a car company may target a consumer whose click history indicates he is interested in buying a car. However, instead of just randomly sending him car ads, it can track the consumer’s online behavior to determine his preferred communication style. We also call this his cognitive or thinking style. Does the consumer want a picture of the car at a NASCAR race? Or would … Read More »The post Increasing click-through rates with ad morphing — Glen Urban and John Hauser appeared first on MIT Sloan Experts.

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