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Center for Marketing Technology

CMT Spotlight: Bentley CMT Joins Marketing Experts in Launch of Integrated Media Research Center
 



Bentley CMT Joins Marketing Experts in Launch of Integrated Media Research Center to Share and Promote Marketing Knowledge

Bentley University’s Center for Marketing Technology has partnered with the U.S. Postal Service and representatives from across the marketing industry to curate research and case studies to feature on the website The Integrated Media Research Center (IMRC). Launched in November 2016 by a consortium of leading marketing agencies and professionals, the IMRC website contains a growing archive of objective research and case studies focused on marketing best practices. It is designed to encourage an ongoing discussion among marketers worldwide about the most effective use of the many valuable marketing channels, including direct mail.

“Direct mail is an important media channel and media planners need to understand its worth for engagement and persuasion to have all the secret weapons in the tool box,” says Elissa Moses, CEO of Ipsos Neuro & Behavioral Science Center and a member of the IMRC Board of Advisors.

By providing access to a wealth of research and case studies, the IMRC expects to help facilitate media selection decisions to maximize brand return on marketing spend.  Within 2 weeks of its release visitors viewed nearly 6,500 pages across the website, with an average of 5.5 pages viewed per session. Visitors stayed on the website for an average of 5 minutes.

Ian Cross, Director of Center for Marketing Technology, is proud of Bentley’s contribution to the IMRC, “This is a wonderful opportunity to partner with leading marketing experts and agencies and share Bentley’s marketing knowledge from both the academic world and the business world to help companies solve their most important marketing challenges.”

The IMRC is an initiative developed by senior executives representing organizations involved in diverse aspects of marketing, including: direct marketing, research, media planning, data analytics, advertising and the US Mail.  Collectively, these executives form the IMRC Board of Advisors and include representatives from the Advertising Research Foundation, Acxiom, Ipsos, McCann Worldgroup, MeritDirect, Mindshare, and the U.S. Postal Service.

For more information, visit the Integrated Media Research Center


 

Our Work

The CMT supports the development of best practices in marketing strategy, research and customer insight that enables students, faculty and business professionals to implement innovative and actionable marketing programs. We provide the essential consulting, education and research for business partners and academia to deliver digital sustainable marketing strategies that shape our connected world.

 


Customized Research

Every Center for Marketing Technology (CMT) research project demands a custom approach to uncover big ideas and subtle insights. We develop real-time marketing strategies based on learning through consumer opinions and attitudes, product and service usage, customer satisfaction, data analysis and trend forecasting. Learn more about our qualitative and quantitative research:

 

Focus Groups   Surveys    Field Studies    

 


Proven Results

Annually, we host more than 250 focus groups and more than 150 e-surveys targeting groups from 1,000 to more than 100,000 respondents. Our research impacts major product launches, sales and marketing strategy, pre and post purchase planning, and return-on-investment decisions.

 

Academic Papers   Seminars

 

 

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