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.
MTCI Research Center
The Marketing, Technology, and Customer Insights research center is dedicated to advancing the understanding of how marketing actions and technology shape customer behavior and managerial practice. Our objective is to generate research to help managers and policymakers improve their decision-making. Through cutting-edge research and collaborations with companies and governmental organizations, we bridge the gap between academia and practice, fostering a dialogue that drives innovation and societal progress. Our team has experts on consumer behavior, marketing strategy, services, and digital marketing. In our research, we harness the power of state-of-the-art techniques to tackle questions of societal and managerial relevance.
Collaborations
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.
