Ideas Made to Matter
8 new insights from MIT Sloan Management Review
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Jan 7, 2020
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Glen Urban
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Glen Urban is the David Austin Professor in Marketing, Emeritus, and MIT Sloan School Dean, Emeritus.
Urban concentrates on the fascinating area of trust-based marketing on the Internet. In particular, he explores how trust is built on a website, how site design can maximize sales and trust, and how a trust-based marketing system could provide an alternative to the “push” type of marketing commonly observed. He has examined the use of consumer storytelling to improve brand social media effectiveness and trust. Recent research has focused on morphing ads and websites to match individual consumer cognitive styles. His most current research concentrates on use of deep learning algorithms and big data to improve marketing efficiency.
Urban holds a BS in mechanical engineering and an MBA from the University of Wisconsin as well as a PhD in marketing from Northwestern University.
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Publications
"Morphing Theory and Applications."
Liverali, Gui, John R. Hauser, and Glen Urban. In Handbook of Marketing Decision Models, New York, NY: Springer US. Forthcoming.
"Is Deep Learning a Game Changer for Marketing Analytics?"
Urban, Glen, Artem Timoshenko, Paramveer Dhillon, and John R. Hauser. MIT Sloan Management Review, January 2020. Download paper.
From Little's Law to Marketing Science: Essays in Honor of John D.C. Little.
Hauser, John R. and Glen Urban (Eds.). Cambridge, MA: MIT Press, 2016.
"The Case for Benevolent Mobile Apps."
Urban, Glen and Fareena Sultan. MIT Sloan Management Review, December 2014.
"Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph."
Hauser, John R., Guilherme Liberali and Glen Urban. Management Science Vol. 60, No. 6 (2014): 1594-1616.
"Morphing Banner Advertising."
Urban, Glen, Guilherme Liberali, Erin MacDonald, Robert Bordley, and John R. Hauser. Marketing Science Vol. 33, No. 1 (2014): 27-46.
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