Targeting - setting marketing policy differentially for different customers or segments - is an important marketing practice. Previous approaches to quantifying the benefits from targeting have typically calibrated a response model and used the variation in response parameter estimates to...

This paper documents the existence of the direct and indirect (via word-of-mouth) effects of service quality on new customer acquisition, usage and retention using behavioral data from the launch of a new video on demand type service. For this technology, service quality - the quality of the...

A key benefit of using car sharing services (relative to car ownership) is that they are more cost effective. Car sharing firms offer a menu of pricing plans to make this happen. The two most common plans are flat-rate and pay-per-use pricing. However, little is known about how consumers choose...

In 2019, U.S. pharmaceutical companies paid $3.6 billion to physicians in the form of gifts to promote their drugs. The practice of offering financial incentives has raised concerns about potential conflict of interest. To curb such inappropriate financial relationships between healthcare...

In recent years, many providers of news and entertainment have been exploring the possibility of monetizing online content. In the context of newspapers, the paywall instituted by the New York Times starting in March 2011 is a well-publicized case in point. While the premise behind paywalls is...

Smartphones impact all stages of the customer journey and digitize consumers' offline search by providing access to product information anywhere and at any time. However, very little is known about how smartphones impact the way consumers search for product information when shopping for offline...

A majority of US households view content on online video streaming services, consuming on demand. Not surprisingly, ad spending on such services is growing rapidly. We develop a three-stage approach to deliver an optimal ad schedule that balances the interests of the viewer (content consumption)...

Retailing and other business sectors have been buffeted by the diffusion of mobile technology. Millennials, in particular, consider such technology indispensable and have lately been using it for gaming applications. In order to thrive in the new mobile and game centric world, retailers will...

The common belief about the growing medium of livestreaming is that its value lies in its "live" component. In this paper, we leverage data from a large livestreaming platform to examine this belief. We are able to do this as this platform also allows viewers to purchase the recorded version of...

Bargaining is an important pricing mechanism, prevalent in both online and offline markets. However, there is little empirical work documenting the costs and benefits of bargaining, primarily due to the lack of real-world bargaining data. We leverage rich, transaction-level bargaining data from...