Webinars
Analytics Rebroadcast: The Value of Descriptive Analytics
Data Challenges from Business Disruption – Solutions and Opportunities
Beginning in August 2022, MSI will broadcast each session from our 2022 Analytics Conference weekly on Tuesdays from 12:30-1:00pm ET. Attendees will be able to pose questions to be answered live. This event is open to corporate members. Please make sure to login to your account in order to register.
Companies invest a lot in analytics – but are these investments valuable? We use the synthetic difference-in-differences method to analyze the staggering adoption of a retail analytics dashboard by more than 1,500 online retailers and find that using a descriptive dashboard increased their weekly revenues by 4%-10%. We demonstrate that only retailers that adopt and use the dashboard reap these benefits. We further uncover the mechanism underlying the improvement in retailer outcomes. Our results help explain why retailers adopt descriptive analytics – although they often leave users to generate their own insights, they provide a simple way to assess different decisions, enabling managers to extend the range of actions they can take and integrate new technologies.
speaker
Ayelet Israeli is the Marvin Bower Associate Professor of Business Administration at the Harvard Business School Marketing Unit. She teaches the E-Commerce: Strategy, Growth, and Analytics course and the Data Driven Marketing course. In her research, Ayelet studies omni-channel and e-commerce markets. In particular, she focuses on pricing, channel management, online marketing, and marketing analytics. Her research has been published in leading marketing journals including Marketing Science, Journal of Marketing Research, and Management Science. Ayelet received her PhD in marketing from the Kellogg School of Management at Northwestern University. She holds an MBA from the Hebrew University of Jerusalem, where she also earned her MSc and BSc in computer science. In addition to her academic experience, Ayelet served as a lieutenant in the Intelligence Corps of the Israeli Defense Forces and worked as an engineer at Israel Aerospace Industries and at Intel Corporation in Israel.