Large-Scale Cross-Category Analysis of Consumer Review Content on Sales Conversion Leveraging Deep LearningJul 9, 2018 Xiao Liu, Dokyun Lee, and Kannan Srinivasan, 2018, 18-117-07
What matters most in consumer reviews? Based on 500,000 reviews in nearly 600 product categories, this analysis shows that content about product aesthetics and price significantly affect conversion across almost all categories.
Enhancing Power of Marketing Experiments Using Observational DataJun 5, 2018 Ron Berman and Elea McDonnell Feit, 2018, 18-116-06
This stratification approach may help marketers decrease the size of marketing experiments or gain more accurate insights from previously run experiments.
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
In our fractured media environment, background ads can shape consumer attitudes towards brands, and can even create more positive evaluations.
Spillover Effects and Freemium Strategy in Mobile App MarketJun 3, 2018 Yiting Deng, Anja Lambrecht, and Yongdong Liu, 2018, 18-114-06
A freemium strategy can indeed increase sales of the paid version, but firms need to ensure that benefits of paid are sufficiently high to induce upgrades.
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookMay 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05
Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. advertising experiments at Facebook, this study finds a significant difference in estimates of ad effectiveness obtained from randomized controlled trials and from observational approaches.