Research Methods and Tools
The Incremental Value of Unstructured Data in Predicting Customer ChurnMar 9, 2020 Evert de Haan and Elena Menichelli, 2020, 20-105
Firms collect a lot of unstructured written data from customers. Is there value in collecting, storing, and analyzing this data to improve predictions of customer churn? This study, based on data from 50,000 telecom customers, suggests that the answer is yes.
A Natural Language Processing Approach to Predicting the Persuasiveness of Marketing CommunicationsFeb 21, 2020 Siham El Kihal, A. Selin Atalay, and Florian Ellsaesser, 2020, 20-104
This study uses a natural language processing approach (convolutional neural networks) to measure content and synactic complexity and predict persuasiveness of messaging. Dataset includes 134 debates (with 129,480 sentences on different topics), attitude polls from the audience before and after debates, and a follow-up experiment.
Psychological Targeting and Tailoring in AdvertisingNov 18, 2019 Michal Kosinski, Stanford University
In this presentation, Michal Kosinski shows that digital records of behavior, such as Tweets or Facebook Likes can be used to accurately measure a wide range of psychological traits. If the ethical challenges can be overcome, psychological assessment based on Big Data has the potential to revolutionize marketing.
Measuring Consumer Sensitivity to Audio Advertising Load: A Field Experiment on Pandora Internet RadioNov 11, 2019 David Reiley, Principal Scientist, Pandora
David Reiley will present key insights and findings from a randomized experiment with almost 35 million Pandora listeners over 21 months.
The Past, Present, and Future of Customer ManagementOct 16, 2019 Elliot Shin Oblander, Sunil Gupta, Carl F. Mela, Russell S. Winer, and Donald R. Lehmann , 2019, 19-133
This high-level overview, curated by leading academics, offers a brief history of how businesses have sought to optimize customer relations and profitability via customer management - and the pivotal contributions of academic research.
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