Research Methods and Tools
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.
Modernizing Customer InsightsFeb 22, 2018 Linda Vytlacil, Vice President, Walmart Labs
In this practitioner’s overview, we discuss three uses cases for marketing analytics on solutions across the demand side of retail.
The Problem with Attribution ModelsFeb 22, 2018 Steven Tadelis, University of California, Berkeley
Attribution models are based on the premise that that pre-purchase engagement with ads can help predict the effectiveness of ads. However, spurious correlations between customer intent and customer behavior make this a challenging exercise that often yields biased estimates of ad effectiveness.
Customer Based Corporate ValuationFeb 22, 2018 Daniel McCarthy, Emory University
Dan will discuss new ways of valuing corporations from the “bottom up”—i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard “top down” methodologies that dominate current valuation practice.
Best of MSI: Innovation: Harbingers of Failure and SuccessJan 30, 2018 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.
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