We live in a fast-paced world, where everything happens instantly and we need timely feedback that can help us to better optimize our marketing strategy. In this presentation, Prof Wenbo WANG would share his insights on new way to gauge consumer perceptions through live media social listening. Prof Jia LIU would share her insights on how we measure dynamics in cross-channel ad effectiveness in moment marketing.

Moment-to-Moment Synchronicity: New Way to Gauge Consumer Perceptions Through Live Media Social Listening
The latest disruptive research measures the way in which consumers of information react to that information in real time through a novel measure called moment-to-moment synchronicity (MTMS). In this presentation, Prof Wenbo WANG would share his insights on how live social media posts are analyzed in conjunction with range of other capturable variables to measure consumer engagement on a progressive basis.

Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness
Moment marketing is a new strategy that refers to the ability to synchronize online (e.g., search) advertising in real time with relevant offline events, such as TV ads. While practitioners advocate TV moment-based search adverting using the expected increase in consumer engagement right after TV ad moment, very limited is known about the instant impact. Prof Jia LIU will share her research insights on that TV moment-based channel coordination could be effective for optimizing search advertising for both TV advertised brands and their competitors, as well as how searchers respond to organic and sponsored search results differently.