Marketing Topics

• Presentations

  What Can We Learn About Consumers from Their Online Search Queries?

  Apr 13, 2018 Olivier Toubia, Columbia University

  Olivier Toubia will present research that attempts to understand and quantify the link between consumers' preferences and the queries they submit to online search engines.

• Presentations

  Optimal Targeting Policy Evaluation

  Mar 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. 

• Presentations

  Randomized Markdowns and Online Monitoring

  Feb 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.

• Presentations

  Modernizing Customer Insights

  Feb 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.

• Presentations

  The Problem with Attribution Models

  Feb 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.