The MIT Center for Digital Business A Partnership in Research

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Digital Marketing SIG

Head: Professor Glen L. Urban, MIT Sloan School, Marketing Group

Associated Faculty
Prof. John Hauser, MIT Sloan School, Marketing Group
Prof. John Little, MIT Sloan School, Marketing Group
Prof. Gui Liberali, MIT Sloan School and Assistant Professor, Erasmus University
Prof. Drazen Prelec, MIT Sloan School, Marketing Group
Prof. Renee Richardson-Gosline, MIT Sloan School, Marketing Group
Prof. Catherine Tucker, MIT Sloan School, Marketing Group
Prof. Glen Urban, MIT Sloan School, Marketing Group
Prof. Juanjuan Zhang, MIT Sloan School, Marketing Group

The Internet provides a new platform for enhancing marketing effectiveness and efficiency.
The Digital Marketing SIG studies the potential gains from employing digital technologies to
the formulation and execution of (real) marketing strategies. A new initiative in Prospective
Meta-Analysis is just now taking shape, with GM acting as lead sponsor. Prospective Meta analysis
is used in the Medical Field to establish causative links between treatment and results. With this
project we will apply a clinical experimental methodology to advertising to develop causative links
between media and steps in the purchase process model. With testing the deep funnel links of
advertising exposure to consideration, brand perception and preference, MIT can then model the
sales impact of changes in advertising spending and the use of the most recent and established
media. As an example, how effective are apps, social network communications, blogs, video banners,
advanced search links versus, TV, brochures and print? MIT’s aim is to measure the ROI of
advertising and to improve the productivity of advertising by 25%.

Previous projects include:
• Building and evaluating web sites for trust-based marketing and “morphing” to match
individual cognitive characteristics (BT, Suruga Bank)
• Understanding Customer Advocacy and market research measures to calibrate the effects of four
trust and advocacy tools: community, individualized electronic brochures, advisors, and competitive
test drives at the dealer level (GM)
• Lexicographical modeling of how people decide which cars to consider for purchase, and then
choose those that pass the consideration elimination screening (GM)
• Morphing Internet ads based on individual clicks that allow matching of ads to the cognitive
style of consumers at their point in the decision-making process (GM)
• Understanding the role of apps in reaching Gen Y and how to integrate new media into the
marketing strategy (GM)
• Using fMRI to study trust and determine how site design activates trust areas of the brain
• Building an app for card loans and access the impact of branded versus an unbranded site
(Suruga Bank).

The Sponsors are very responsive to managerial needs and how they can be filled by methods that
advance the state of the art in marketing science with live experimentation and
implementation at sponsor sites.

MIT Center for Digital Business > Research > SIGs