Targeting and Privacy in Mobile AdvertisingOct 18, 2018 Omid Rafieian and Hema Yoganarasimhan , 2018, 18-131-10
Applying a machine-learning framework to data from an in-app ad-network, this analysis sheds light on the value of targeting information, as well as the impact of privacy regulations and incentives to preserve user privacy.
p-Hacking and False Discovery in A/B TestingOct 18, 2018 Ron Berman, Leonid Pekelis, Aisling Scott, and Christophe Van den Bulte, 2018, 18-130-10
Data on 2000+ commercial experiments show that 57% of online A/B experimenters p-hack, inflating the number of experiments that show significant effects. The result: incorrect decisions and foregone earnings for the company.
Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website TrafficOct 16, 2018 Beth L. Fossen and David A. Schweidel , 2018, 18-129-10
As viewers find ways to avoid TV commercials, product placement still works. Prominent placements – especially verbal – are associated with more online chatter and web traffic for the brand.
Locational Choices: Studying Consumer Preference for Proximity to OthersOct 11, 2018 Simon J. Blanchard, Tatiana L. Dyachenko, and Keri L. Kettle, 2018, 18-128-10
Consumers care about personal space - especially when they're choosing seats on airplanes, theatres, and concert venues. Here's a novel methodology to collect, codify, and analyze data on consumers' locational choices.
Value-Based Brand Exploitation Strategy to Grow Firm ValueOct 8, 2018 Marc Fischer, Max Backhaus, and Tobias Hornig, 2018, 18-127
Should firms leverage brand equity to drive the profit margin or to grow the business? This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers.