Marketing Topics

• Reports

  p-Hacking and False Discovery in A/B Testing

  Oct 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.

• Reports

  Identifying Customer Needs from User-Generated Content

  Aug 16, 2018 Artem Timoshenko and John R. Hauser , 2018, 18-124-08

  UGC -- online reviews, social media, and blogs-- offers a rich source of information from which to identify customer needs. Combining machine learning and human analysis of UGC resulted in 46-52% gains over experiential interview-based analysis.

• Reports

  Slider Scale or Text Box: How Response Format Shapes Responses

  Aug 7, 2018 Manoj Thomas and Ellie J. Kyung, 2018, 18-122-08

  Seemingly simple interface changes can have a material effect on consumer payments: slider scales can change how consumers mentally visualize prices.  

• Reports

  Making Words Speak: Leveraging Consumer Insights from Online Review Text to Improve Service Quality

  Jul 25, 2018 Andrea Ordanini, Raji Srinivasan, and Anastasia Nanni, 2018, 18-119-07

  Online review text analytics enabled managers to clearly and rapidly identify weaknesses in their offering. 

• Reports

  Enhancing Power of Marketing Experiments Using Observational Data

  Jun 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.