Yakov Bart Associate Professor of Marketing and Joseph G. Riesman Research Professor y.bart@northeastern.edu 857.327.7373 Expertise advertising effectiveness, behavioral targeting, Big data in marketing, Branding, Consumer financial decision making, consumer product reviews, COVID-19, Customer experience management, Digital marketing channels, digital trust, Exploding offers, Gambling, marketing management, marketing strategy, Mobile marketing, online word of mouth, privacy, social media marketing, user-generated content Yakov Bart in the Press Article Forbes Look out for this surprising consequence of influencer marketing that could hurt your brand It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […] Article Breweries worry about Anheuser-Busch inBev’s stake in RateBeer site A Pew Research Center survey in December found that 82 percent of adults read online customer ratings or reviews before purchasing a product for the first time. Yakov Bart, assistant professor of marketing at Northeastern University, said the platforms that provide these reviews had exploded in influence for businesses. “It’s better than advertising,” Dr. Bart […] Article CMO Magazine Personalised marketing: Balancing what you can do with what you should do But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […] Article Marketing Week How marketers can use data to deliver on-brand promises in a targeted way Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […] Article Digiday Ad tech is having a premature midlife crisis Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […] Article Internet Retailer Facing the fire Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.” Article Can readers tell the difference between real news and ‘native advertising’? “For reputable publishers like the New York Times or the L.A. Times, attempting to dupe people is simply not productive,” said Yakov Bart, an assistant professor of marketing at Northeastern University Business School. “They will want to present native ads in ways that are consistent with other content,” he said, “but they will make sure they […] Article U.S. News & World Report Are retailers destroying Black Friday? Stores want to open first for good reason, says Yakov Bart, a marketing professor at Northeastern University in Boston. “Most shoppers’ spending is likely to be done in the first one or two stores she visits,” Bart says. Or he. It’s hardly only women who shop on Black Friday. Article The Conversation Cynicism about mobile advertising is greatly misplaced A number of studies have demonstrated the effectiveness of mobile advertising in different contexts. For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods […] Yakov Bart for Northeastern Global News How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.) How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.) Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz? Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz? New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random What made Bird Box so popular? What made Bird Box so popular? These students say that learning Russian will take you places. Maybe even to Mars. These students say that learning Russian will take you places. Maybe even to Mars. Students and faculty in the Russian language program at Northeastern are working to bridge the gap between Russia and the United States. The business of ‘unicorn food’ The business of ‘unicorn food’ Tier 1 grant program spurs interdisciplinary research collaborations Tier 1 grant program spurs interdisciplinary research collaborations Brand identity, Trump boycotts, and social media backlash Brand identity, Trump boycotts, and social media backlash 3Qs: The cat-and-mouse game of blocking digital ads 3Qs: The cat-and-mouse game of blocking digital ads 3Qs: Social media and the success of viral campaigns 3Qs: Social media and the success of viral campaigns
Article Forbes Look out for this surprising consequence of influencer marketing that could hurt your brand It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […]
Article Breweries worry about Anheuser-Busch inBev’s stake in RateBeer site A Pew Research Center survey in December found that 82 percent of adults read online customer ratings or reviews before purchasing a product for the first time. Yakov Bart, assistant professor of marketing at Northeastern University, said the platforms that provide these reviews had exploded in influence for businesses. “It’s better than advertising,” Dr. Bart […]
Article CMO Magazine Personalised marketing: Balancing what you can do with what you should do But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […]
Article Marketing Week How marketers can use data to deliver on-brand promises in a targeted way Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […]
Article Digiday Ad tech is having a premature midlife crisis Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […]
Article Internet Retailer Facing the fire Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.”
Article Can readers tell the difference between real news and ‘native advertising’? “For reputable publishers like the New York Times or the L.A. Times, attempting to dupe people is simply not productive,” said Yakov Bart, an assistant professor of marketing at Northeastern University Business School. “They will want to present native ads in ways that are consistent with other content,” he said, “but they will make sure they […]
Article U.S. News & World Report Are retailers destroying Black Friday? Stores want to open first for good reason, says Yakov Bart, a marketing professor at Northeastern University in Boston. “Most shoppers’ spending is likely to be done in the first one or two stores she visits,” Bart says. Or he. It’s hardly only women who shop on Black Friday.
Article The Conversation Cynicism about mobile advertising is greatly misplaced A number of studies have demonstrated the effectiveness of mobile advertising in different contexts. For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods […]