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

1. Dataïads

Dataïads develops an innovative conversion rate optimization technology that does not rely on consumers’ personal data. Researchers from the MTCI team collaborated with Dataïads on a research project aimed at identifying the factors that drive conversions and improving landing page design. The collaboration also sought to advance academic knowledge on the design and effectiveness of landing pages.

2. Admo.tv

Admo.tv is a leading European provider of television and radio advertising analytics. Its technology enables companies to track advertising broadcasts in real time and connect this information to key performance indicators. Researchers from MTCI collaborated with Admo.tv on several projects designed to assess the return on investment of targeted advertising campaigns and to better understand the factors that influence television advertising effectiveness across brands.

3. APRIL

APRIL is a French insurance group headquartered in Lyon. Researchers from MTCI collaborated with APRIL and scholars from University Lyon 1 to investigate the consequences of contract cancellations on future customer relationships and customers’ propensity to engage in negative word-of-mouth. The project aimed to deepen understanding of customer demarketing and to develop strategies for managing unprofitable customers more effectively.

2025

2024