Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

Published Research

We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and Natural Language Processing algorithms.Read More

Using Machine Learning to Predict High-Impact General Technologies

Working Papers

Can machine learning techniques be used to predict high-impact, general technologies? We find that an ensemble of deep learning models that analyze both the text of patents as well as their bibliometric information can ex-ante identify such patents, accurately identifying 80 of the top 100 high generality patents in the hold-out sample. Read More

As Brands Embrace Artificial Intelligence, It’s The Human Touch That Will Drive Value

Justin Reilly discusses artificial intelligence at Verizon Fios

Justin Reilly (W’10), head of customer experience innovation for Verizon Fios, projects that 80% of value creation in artificial intelligence (AI) will be in business-to-business [B2B] applications, and the rest in consumer services.Read More