The Rise of Omnichannel Promotion and Distribution
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
Evidence on coupon effects in the entire search-to-purchase funnel changes the decision calculus for designing targeted promotions. The majority of sales lift is from indirect advertising effects - coupon redemption accounted for only 20% of purchases.
Managing Multichannel (yes, MULTI!) DistributionNov 29, 2018
Kusum L. Ailawadi, Dartmouth College
Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
The Distinct Psychology of Smartphone UsageNov 19, 2018 Shiri Melumad, University of Pennsylvania
Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage?
Managing Brands in an Online World Using Minimum Advertised Price (MAP) PoliciesNov 16, 2018 Ayelet Israeli, Harvard University
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
Leveraging the Power of Images in Predicting Product Return RatesOct 29, 2018 Daria Dzyabura, Siham El Kihal, and Marat Ibragimov, 2018, 18-135-10
Product returns generate huge costs for online retailers, and this study shows how firms can use visual analytics to predict and better-manage return rates. Incorporating the visual features of a product improved the accuracy of their prediction model by 37% compared to models using only non-image characteristics.
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