Google と WPP とが共同で，学術研究を支援するプログラムを運営していることを初めて知った。
Google and WPP Marketing Research Awards: Improving industry understanding and practices in online marketing
選ばれたプロジェクトは以下の通りだ：
• “Effect of Online Exposure on Offline Buying: How Online Exposure Aids or Hurts Offline Buying by Increasing the Impact of Offline Attributes”
• “The Interaction Between Digital Marketing Tactics and Sales Performance Online and Offline”
• “Are Brand Attitudes Contagious? Consumer Response to Organic Search Trends”
• “Does internet advertising help established brands or niche ("long tail") brands more?
• “Marketing on the Map: Visual Search and Consumer Decision Making”
• “Methods for multivariate metric analysis; identifying change drivers”
• “Unpuzzling the Synergy of Display and Search Advertising: Insights from Data Mining of Chinese Internet Users”
• “Optimal Allocation of Offline and Online Media Budget”
• “Targeting Ads to Match Individual Cognitive Styles: A Market Test”
• “How do consumers determine what is relevant? A psychometric and neuroscientific study of online search and advertising effectiveness”
• “A Comprehensive Model of the Effects of Brand-Generated and Consumer-Generated Communications on Brand Perceptions, Sales and Share”
Urban，Hoffman，Novak といった，インターネット・マーケティング研究の大御所の名前もある。オンラインとオフラインの関係を分析したテーマが多いという印象を受けるが，それは主催者が推奨するテーマが以下の３つであったからだろう。
Online and offline media interaction
Relevance and effectiveness measurement
Audience types and engagement
もはやオンラインだけ（ましてオフラインだけ）でマーケティングを語る時代は終わった，ということだろうか。
Google and WPP Marketing Research Awards: Improving industry understanding and practices in online marketing
選ばれたプロジェクトは以下の通りだ：
• “Effect of Online Exposure on Offline Buying: How Online Exposure Aids or Hurts Offline Buying by Increasing the Impact of Offline Attributes”
• “The Interaction Between Digital Marketing Tactics and Sales Performance Online and Offline”
• “Are Brand Attitudes Contagious? Consumer Response to Organic Search Trends”
• “Does internet advertising help established brands or niche ("long tail") brands more?
• “Marketing on the Map: Visual Search and Consumer Decision Making”
• “Methods for multivariate metric analysis; identifying change drivers”
• “Unpuzzling the Synergy of Display and Search Advertising: Insights from Data Mining of Chinese Internet Users”
• “Optimal Allocation of Offline and Online Media Budget”
• “Targeting Ads to Match Individual Cognitive Styles: A Market Test”
• “How do consumers determine what is relevant? A psychometric and neuroscientific study of online search and advertising effectiveness”
• “A Comprehensive Model of the Effects of Brand-Generated and Consumer-Generated Communications on Brand Perceptions, Sales and Share”
Urban，Hoffman，Novak といった，インターネット・マーケティング研究の大御所の名前もある。オンラインとオフラインの関係を分析したテーマが多いという印象を受けるが，それは主催者が推奨するテーマが以下の３つであったからだろう。
Online and offline media interaction
Relevance and effectiveness measurement
Audience types and engagement
もはやオンラインだけ（ましてオフラインだけ）でマーケティングを語る時代は終わった，ということだろうか。
