The Evolving Landscape of Martech and Advertising
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
This study uses a unique dataset from a coalition loyalty program to assess how shared points across partner stores influence customer purchases.
Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Estimating causal effects of ads on sales is difficult. Here's empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
Automating Online-Offline Data Merger for Integrated MarketingNov 5, 2018 Chenshuo Sun, Anindya Ghose, and Xiao Liu, 2018, 18-136-11
This innovative online-to-offline data merging scheme shows how capitalizing on consumers’ omni-channel behavioral data can help marketers achieve better user segmentation and engagement prediction.
Targeting and Privacy in Mobile AdvertisingOct 18, 2018 Omid Rafieian and Hema Yoganarasimhan, 2018, 18-131-10
Applying a machine-learning framework to data from an in-app ad-network, this analysis sheds light on the value of targeting information, as well as the impact of privacy regulations and incentives to preserve user privacy.
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