Capturing Information to Fuel Growth
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.
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad EffectivenessJun 14, 2018
Leslie John, Harvard University
How will targeted ads fare in the face of increased consumer awareness?
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.
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.
Building Up Behavioral Insights Muscle to Drive Organizational TransformationMay 24, 2018 Ginny Too, Executive Director, Comcast
In this talk, Ginny will share Xfinity’s journey in leveraging customer behavior to drive the brand’s transformation.
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