Advancements in mobile technologies mean that consumers can engage the digital world wherever they are and whenever they want. This intersection between the digital and the physical has important implications for consumer decision-making. We propose that mobile ecosystems vary in their...

Big data and technological change have enabled loyalty programs to become more prevalent and complex. How these developments influence society has been overlooked, both in academic research and in practice. We argue why this issue is important and propose a framework to refocus loyalty programs...

We examine customer acquisition under budget constraints. Marketers often compare customer lifetime value (CLV) with acquisition spending to project returns but such simple marketing return on investment (SMROI) metrics are biased wherever retention spending occurs. Omitting retention...

This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Based on interactions with more than...

Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to...

In 2017, Disney announced that in 2019 it would launch Disney Plus, a subscription-based streaming video service that promised to rival Netflix, the dominant player in the market. This was the latest advancement in the history of movie rentals, which had first exploded in the 1980s with the...

During international disputes do consumers boycott an adversary country’s products? We show that during the 2003 US-France dispute over the Iraq War, the market share of French-sounding, US supermarket brands declined. The dispute was a negative shock to US consumers’ associations with...