Goto

Collaborating Authors

Results


How blockchain and machine learning can deliver the promise of omnichannel marketing

#artificialintelligence

Researchers from University of Minnesota, New York University, University of Pennsylvania, BI Norwegian Business School, University of Michigan, National Bureau of Economic Research, and University of North Carolina published a new paper in the Journal of Marketing that examines how advances in machine learning (ML) and blockchain can address inherent frictions in omnichannel marketing and raises many questions for practice and research. The study, forthcoming in the Journal of Marketing, is titled "Informational Challenges in Omnichannel Marketing Remedies and Future Research" and is authored by Koen Pauwels, Haitao (Tony) Cui, Catherine Tucker, Raghu Iyengar, S. Sriram, Anindya Ghose, Sriraman Venkataraman, and Hanna Halaburda. In this new study in the Journal of Marketing, researchers define omnichannel marketing as the "synergistic management of all customer touch points and channels both internal and external to the firm that ensures that the customer experience across channels and firm-side marketing activity, including marketing-mix and marketing communication (owned, paid, and earned), is optimized." Often viewed as the panacea for one-to-one marketing, omnichannel experiences data, marketing attribution, and consumer privacy frictions. The research team demonstrates that advances in machine learning (ML) and blockchain can address these frictions.