Widening the scope of your CRM campaigns to take advantage of customer social networks - Peter Ebbes HEC Paris  ©Fotolia-Jakub Jiràk

Marketing campaigns traditionally target individual customers, while ignoring their social connections. In a recent study, however, Eva Ascarza, Peter Ebbes, Oded Netzer, and Matt Danielson, had unique access to telecommunications data and a field experiment that enabled them to take a first-ever look into the effects of a traditional customer relationship marketing campaign on social (...)

Read more