The common belief about the growing medium of livestreaming is that its value lies in its "live" component. In this paper, we leverage data from a large livestreaming platform to examine this belief. We are able to do this as this platform also allows viewers to purchase the recorded version of...

Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values....

The increasing importance of online distribution channels is paralleled by a rising interest in gaining insights into the customer journey and browsing behavior. We evaluate several machine learning methods (latent Dirichlet allocation, correlated topic model, structural topic model, replicated...

We introduce the conditional restricted Boltzmann machine as method to analyze brand-level market basket data of individual households. The conditional restricted Boltzmann machine includes marketing variables and household attributes as independent variables. To our knowledge this is the first...

Marketing messages are most effective if they reach the right customers. Deciding which customers to contact is thus an important task in campaign planning. The paper focuses on empirical targeting models. We argue that common practices to develop such models do not account sufficiently for...

Uplift models support decision-making in marketing campaign planning. Estimating the causal effect of a marketing treatment, an uplift model facilitates targeting communication to responsive customers and efficient allocation of marketing budgets. Research into uplift models focuses on...

The concept of consideration sets makes brand choice a two-step process. House-holds first construct a consideration set which not necessarily includes all available brands and conditional on this set they make a final choice. In this paper we put forward a parametric econometric model for this...

This paper uses generative language models to substitute for human participants in market research. Such AI-based models can be used to generate textual continuation given a prompt. By carefully formulating the prompts, the paper shows that this new method generates perceptual maps that are...

Online reviews significantly impact consumers' decision-making process and firms' economic outcomes and are widely seen as crucial to the success of online markets. Firms, therefore, have a strong incentive to manipulate ratings using fake reviews. This presents a problem that academic...

Firms typically use query-based search to help consumers find information/products on their websites. We consider the problem of optimally ranking a set of results shown in response to a query. We propose a personalized ranking mechanism based on a user’s search and click history. Our machine...