Yakov Bart

It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […]

But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […]

Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […]

Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […]

Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.”

Stores want to open first for good reason, says Yakov Bart, a marketing professor at Northeastern University in Boston. “Most shoppers’ spending is likely to be done in the first one or two stores she visits,” Bart says. Or he. It’s hardly only women who shop on Black Friday.

A number of studies have demonstrated the effectiveness of mobile advertising in different contexts. For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods […]