Abstract We investigate the cross channel effects of search engine advertising on Google.com on sales in brick and mortar retail stores. Obtaining causal and actionable estimates in this context is challenging: Brick and mortar store sales vary widely on a weekly basis; offline media dominate...

Using a multi-year field experiment, we demonstrate several unique characteristics of advertising high-involvement products to businesses. Specifically, we randomize the delivery of digital display ads for electronics components produced by a semiconductor company that offers a new technology....

The advent of optical scanning devices and decreases in the cost of computing power have made it possible to assemble databases with sales and marketing mix information in an accurate and timely manner. These databases enable the estimation of demand functions and pricing/promotion decisions in...

Retailers and manufacturers believe that the mere presence of certain items in a retail assortment increases the sales volume of the whole assortment. This paper provides an empirical study of the role of every item in an assortment. Our results show that many items affect category sales over...

Incorporating demographic variables in brand choice models is conceptually appealing and has numerous managerial benefits. Retailers and brand managers can assess geodemographic variations in demand and marketing mix response in order to implement micromarketing strategies. For example, a...

We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...

A mixture model approach is developed that simultaneously estimates the posterior membership probabilities of observations to a number of unobservable groups or latent classes, and the parameters of a generalized linear model which relates the observations, distributed according to some member...