Research Methods and Tools
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. Results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
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.
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.
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.
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