VBA programming - MTCI | emlyon business school

MTCI - Impact

Current

SIA Partner. MTCI has a research collaboration with SIA Partners aimed at building an omnichannel customer experience "barometer." The project has two complementary objectives: first, to understand how companies design and execute their omnichannel strategies — how they integrate physical and digital touchpoints to deliver a coherent customer journey; and second, to measure how that experience is actually perceived by consumers, identifying potential gaps between brands' strategic intent and customers' lived experience. The partnership combines MTCI's methodological and analytical rigor with SIA Partners' market knowledge and consulting practice, generating insights that are both academically grounded and actionable for companies.

Past

  • Dataïads is a company offering pioneering technology for conversion rate optimization using no personal data from consumers. Researchers from the MTCI team and Dataïads collaborate in a research project to identify factors driving conversions and inform landing page design. The project’s objective is to generate theoretical contributions to the literature on landing page design.
  • Admo.tv is a company is a European leader in TV and Radio analytics. Its technology allows tracking ad occurrences in real-time and linking that information to companies’ KPIs. Researchers from the MTCI team and Admo.tv collaborate on projects with the objective of assessing the return on targeted advertising campaigns. The objective of the project is to understand the factors driving television advertising responsiveness across brands.
  • April Group is a French insurance company headquartered in Lyon. Researchers from the MTCI team and scholars from the University Lyon 1 collaborate with the company to assess the consequences of contract cancellations on the future relationship with customers and their tendency to speak negatively about the company. The objective of the project is to understand the consequences of customer demarketing and propose strategies to manage unprofitable customers.

2025

2024