|Individuals and organizations interact through many channels, on multiple screens and devices, across a myriad of touchpoints and over time. Given the ubiquity of data, there is a new opportunity for firms to more fully understand the effect and value of their marketing actions. Big data, experimentation, and new models offer new insight into the causal levers and influences in this complex, extended world.|
Optimal Targeting Policy EvaluationMar 12, 2018 Sanjog Misra, University of Chicago
In this presentation we will demonstrate how a single randomized experiment can be used to evaluate the profitability of an arbitrary number of targeting policies without incurring large implementation costs.
Randomized Markdowns and Online MonitoringFeb 22, 2018 Kostas Bimpikis, Stanford University
Online retail reduces the costs of obtaining information about a product's price and availability and enables customers to better time their purchases to potentially take advantage of lower prices. At the same time, firms can observe and exploit their customers' monitoring behavior and use this information to better price and target their promotions.
Innovation, Harbingers of Failure and SuccessOct 13, 2017 Eric T. Anderson, Northwestern University
A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption.
Marketing Mix Modeling – There’s Danger in “Knowing Enough to be Dangerous”Oct 04, 2017
Webinar featuring Bruce Pivarunas, Executive Director - Marketing Performance, Catalina Marketing Corporation
Marketing Mix Modeling (MMX) has become deeply rooted in marketers’ decision-making processes, but understanding of the tools’ capabilities remain superficial at best. In this webinar, Bruce Pivarunas will review the historical strengths of MMX as well as the statistical limitations that — if not addressed — can cause marketers to unknowingly make unsound ROI-based decisions.
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
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