Advertisers and researchers use tools provided by advertising platforms to conduct randomized experiments for testing user responses to creative elements in online ads. Internally valid comparisons between ads require the mix of experimental users exposed to each ad to be similar across all ads....

Customer retention and customer churn are key metrics of interest to marketers, but little attention has been placed on linking the different reasons for which customers churn to their value to a contractual service provider. In this article, we put forth a hierarchical competing risk model to...

Dynamic customer targeting is a common task for marketers actively managing customer relationships. Such efforts can be guided by insight into the return on investment from marketing interventions, which can be derived as the increase in the present value of a customer's expected future...