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A Model to Improve the Estimation of Baseline Retail Sales

Rengifo, Erick W. - 2011

This paper develops more accurate and robust baseline sales estimates (sales in the absence of price promotion) using a dynamic linear model (DLM) enhanced with a multiple structural change model (MSCM). We first discuss the value of utilizing aggregated (chain-level) vs. disaggregated...

Persistent link: https://www.econbiz.de/10013131318

Modeling Competition and Its Impact on Paid-Search Advertising

Yang, Sha; Lu, Shijie; Lu, Xianghua - 2019

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main … effects of competition (measured by number of ads on the paid-search listings) on click-volume and CPCs of paid-search ads. On … the other hand, we are interested in understanding the determinants of competition, that is, how various demand and supply …

Persistent link: https://www.econbiz.de/10014038711

Fundraising Design in a Competitive Market

Kim, Hyowon; Chapman, Cassandra; Haruvy, Ernan; … - 2022

Fundraising involves the simultaneous consideration of three actors the donor, the charitable organization raising the funds, and the beneficiary. Successful fundraising appeals match donor motivations to preferred organizational and beneficiary attributes while acknowledging the influence of...

Persistent link: https://www.econbiz.de/10014084127

Piracy, Lawsuits, and Competition for Reputation

Ukanwa, Kalinda; Godes, David - 2022

We investigate how competition for reputation among consumers can impact the effectiveness of firm interventions. In … lawsuits (firm interventions). Furthermore, competition from other uploaders who also seek to build their reputations impact … lawsuits. However, this decrease may create an opportunity for their high-reputation competition to increase their uploading …

Persistent link: https://www.econbiz.de/10013299189

Disentangling preferences and learning in brand choice models

Shin, Sangwoo; Misra, Sanjog; Horskey, Dan - 2011

In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework which is then calibrated on scanner panel data. At the same time it is now accepted...

Persistent link: https://www.econbiz.de/10009316147

"Children of the HMM" : modeling longitudinal customer behavior at Hulu.com

Schwartz, Eric M.; Bradlow, Eric T.; Fader, Peter; … - 2011

Stand-alone marketing models are well-suited to deal with different behavioral features such as variation in transaction frequency (customer heterogeneity with latent classes), recency and attrition (“buy ‘till you die” models), and more general changes in customer transaction rates...

Persistent link: https://www.econbiz.de/10009356633

Modeling the Intra Household Behavioral Interaction

Yang, Sha - 2009

Quantitative models in marketing typically focus on the household as the unit of analysis while ignoring the individual family members' behavior and behavioral interactions among household members. However, knowledge of such intra-household behavioral interaction enables marketers to target...

Persistent link: https://www.econbiz.de/10012718946

Bayesian Consumer Profiling

De Bruyn, Arnaud - 2020

Firms use aggregate data from data brokers (e.g., Acxiom, Experian) and external data sources (e.g., Census) to infer the likely characteristics of consumers and thus better predict consumers' profiles and needs, unobtrusively. We demonstrate that the simple count method most commonly used in...

Persistent link: https://www.econbiz.de/10012855680

From Social to Sale : The Effects of Firm Generated Content in Social Media on Customer Behavior

Kumar, Ashish - 2020

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

Persistent link: https://www.econbiz.de/10012855941

Transaction Attributes and Customer Valuation

Braun, Michael - 2015

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...

Persistent link: https://www.econbiz.de/10013035162