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Search Engine Ranking: Consumer Behaviour and Revenue

Idea posted: January 2014
  • Marketing

New research shows that developing product search engine rankings based on best value factors — the logarithm for a hotel site search engine would be calculated not just on price but also on proximity to beach and/or proximity to shopping areas, for example — generates greater revenue than rankings based on one criteria, such as price. The research also explores a number of other issues related to product search rankings, such as how rankings impact click through rates for various classes of products or how consumers react to personalised rankings.

Idea #298
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Using Adaptive Decision-Making in Customer Management

Idea posted: October 2013
  • Learning & Behaviour
  • Marketing

How do managers make decisions related to customer relationship management? This Idea looks at research that shows that the majority of managers are adaptive in their decision-making, and those that demonstrate the highest accuracy in their decisions also employ “fast and frugal heuristics” – i.e. rather than using careful analysis of information, they use experience-based techniques for problem solving.

Idea #241
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