In collaboration with three companies selling a diverse set of products, we conducted randomized field experiments in which experimentally tailored email ads were sent to millions of individuals. We found consistently that personalizing the emails by adding consumer-specific information (e.g.,...

We study consumers' purchase behavior on daily deal websites (e.g., Groupon promotions) using individual clickstream data on the browsing history of new subscribers to Groupon between January and March 2011. We observe two patterns in the data. First, the probability that a given consumer clicks...

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or...

One of the major advances of the digital economy is the facilitation of building and managing individual customer relationships - a process usually referred to as "customer relationship management" or CRM. For a typical web site selling frequently-purchased consumer items, the most important...

We measure the effects of pre- and post-release blog volume, blog valence and advertising on the performance of 75 movies in 208 geographic markets of the U.S. We attribute the variation in blog effects across markets to differences in demographic characteristics of markets combined with...