Christine Moorman

Oct 14, 2024 | hbr.org | Christine Moorman |Koen Pauwels

A bi-annual poll of U.S. marketing leaders found that social media investments have declined to their lowest level in seven years. An analysis of poll data suggests that lack of strategy fit, weak returns, and new competition from retail media may help explain this dip. Researchers leverage their findings to offer suggestions to marketers on how to overcome past strategy misalignment in order to continue to benefit from social media’s immediacy and pervasiveness, including through the use of Gen AI.

Apr 9, 2024 | tribunecontentagency.com | Christine Moorman

Christine Moorman is the T. Austin Finch Sr. Professor of Business Administration at Duke University’s Fuqua School of Business. She is founder and director of The CMO Survey and former editor in chief of the Journal of Marketing. Colleen Hickey is a class of 2024 MBA candidate at the Fuqua School of Business and a research fellow for The CMO Survey. From content creation to software coding and customer segmentation, artificial intelligence deployment fever is real.

Apr 9, 2024 | sloanreview.mit.edu | Christine Moorman

Research Highlight When AI Investments Pay Off in Marketing Marketing leaders are realizing gains from AI in three key areas, new research shows: increasing sales productivity, increasing customer satisfaction, and reducing marketing overhead costs. Patrick George / Ikon ImagesFrom content creation to software coding and customer segmentation, artificial intelligence deployment fever is real.

Nov 16, 2023 | sloanreview.mit.edu | Nader T. Tavassoli |Christine Moorman

The End of Averages for Marketing Budgets Marketers have long benchmarked their budgets against their peers’ spending. But it’s time to seek better metrics than the average budget. Carolyn Geason-Beissel/MIT SMRIn his 2015 book The End of Average, Todd Rose warns against “averagarians” designing systems based on the mean or judging success in terms of the deviation from the mean.