Capturing Information to Fuel Growth
Automating Online-Offline Data Merger for Integrated MarketingNov 5, 2018 Chenshuo Sun, Anindya Ghose, and Xiao Liu, 2018, 18-136-11
This 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.
Leveraging the Power of Images in Predicting Product Return RatesOct 29, 2018 Daria Dzyabura, Siham El Kihal, and Marat Ibragimov, 2018, 18-135-10
How firms can use visual analytics to predict and better-manage online product return rates
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.
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.
Using Artificial Intelligence and Blockchain to Unlock the $3 Trillion Mobile EconomySep 14, 2018 Anindya Ghose, New York University
Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than $3 trillion mobile economy. Anindya Ghose will present how firms can harness the nine forces shaping the mobile economy, resolve consumer behavioral contradictions, and delight consumers - all at the same time - with a mobile strategy.
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