All Reports
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Automating Online-Offline Data Merger for Integrated Marketing
Nov 5, 2018 Chenshuo Sun, Anindya Ghose, and Xiao Liu, 2018, 18-136-11This innovative online-to-offline data merging scheme shows how capitalizing on consumers’ omni-channel behavioral data can help marketers achieve better user segmentation and engagement prediction.
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Leveraging the Power of Images in Predicting Product Return Rates
Oct 29, 2018 Daria Dzyabura, Siham El Kihal, and Marat Ibragimov, 2018, 18-135-10How firms can use visual analytics to predict and better-manage online product return rates
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Customer Segmentation, Leapfrogging, Switching, and Cannibalization in the Context of Disruptive Technological Change
Oct 25, 2018 Deepa Chandrasekaran, Gerard J. Tellis, and Gareth M. James, 2018, 18-134-10Based on a multi-country dataset, this study models five adopter segments for successive technologies and shows how each may contribute to cannibalization and disruption of incumbents.
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The Economic Value of Meta-Report Cards: The Case of Automobiles
Oct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10Meta-report cards offer value to consumers and marketers by reducing search costs and sending a quality signal.
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The Impact of Artificial Agents on Persuasion: A Construal Level Account
Oct 22, 2018 Tae Woo Kim and Adam Duhachek, 2018, 18-132-10When artificial agents make recommendations, consumers are more persuaded by messages that focus on "how" rather than "why" they should use the product or service.