This note provides a clarification regarding the conditional and marginal likelihood functions in the BG/BB model, as published in Marketing Science by Fader, Hardie, and Shang (2010). Their Equations 4 and 5 do not include normalizing constants which, if included, would equate these likelihood...

Several recent studies report a seemingly counterintuitive result of positive cross advertising effects. We examine this phenomenon, and document its prevalence and persistence using time series data for several mature packaged goods categories. For this purpose we develop a hierarchical dynamic...

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....

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...

In many different managerial contexts, customers leave money on the table by, for example, their failure to claim rebates, use available coupons, and so on. This project focuses on a related problem faced by homeowners who may be reluctant to file insurance claims despite the fact their losses...

Der "St. Tönis Tack’scher Spar- und Darlehnskassenverein eingetragene Genossenschaft mit unbeschränkter Haftung" war 1895 Teil einer Gründungswelle kleiner Spar- und Darlehnskassen. Die genossenschaftliche Bank ist mitterweile in der Volksbank Krefeld aufgegangen. 1932 war sie...

This article focuses on assessing item comparability in cross-national surveys by asking probing questions in Web surveys. The “civil disobedience” item from the “rights in a democracy” scale of the International Social Survey Program (ISSP) serves as a substantive case study. Identical...