Academic Publications – IMC Retail Analytics Council

Segmenting consumers based on willingness to share data for marketing purposes, Applied Marketing Analytics, Vol 5, No. 3, 2020.
Understanding the correlation between newspaper usage and retail advertising volume, Journal of Advertising and Public Relations, Vol 2, Issue 2, 2019.
How synergy effects of paid and digital owned media influence brand sales: considerations for marketers when balancing media spend, Journal of Advertising Research, March 2018.
Consumer research, retailers and robots, International Journal of Electronic Marketing and Retailing, Vol.8, No. 2, 2017.
Quantifiable benefits and analytical application of RFID data, PRI Working Paper, 2017.
Killing brands softly – redux, Journal of Brand Strategy, Vol. 6, No. 1, 2017.

Medill School of Journalism, Media, Integrated Marketing Communications
1845 Sheridan Road Evanston, IL 60208-2101

The Retail Analytics Council (RAC) is the leading organization focused on the study of consumer shopping behavior across retail platforms and the impact of technology. Established in August 2014, RAC is an initiative between the Medill School of Journalism, Media, Integrated Marketing Communications and the McCormick School of Engineering, Computer Science Department.