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  • 2023
  • Working Paper

Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to...  View Details
Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
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  • October 2021
  • Article

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Nicolas Padilla and Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...  View Details
Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Programs; Consumer Behavior; Analysis
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  • April 2021
  • Article

A Model of Multi-Pass Search: Price Search Across Stores and Time
By: Navid Mojir and K. Sudhir
In retail settings with price promotions, consumers often search across stores and time. However, the search literature typically only models one pass search across stores, ignoring revisits to stores; the choice literature using scanner data has modeled search across...  View Details
Keywords: Consumer Search; Multi-pass Search; Price Search; Store Search; Spatial Search; Temporal Search; Spatiotemporal Search; Dynamic Structural Models; MPEC; Price Promotions; Store Loyalty; Consumer Behavior; Price; Spending; Marketing; Mathematical Methods
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  • 2021
  • Working Paper

Information Spillovers in Experience Goods Competition
By: Zhuoqiong Charlie Chen, Christopher Stanton and Catherine Thomas
When experience goods compete, consuming one product can be informative about value for similar untried products. We study a two-period model of duopoly competition in markets that have this feature and where firms can price discriminate between consumers based on...  View Details
Keywords: Experience Goods; Competition; Information; Valuation; Consumer Behavior; Demand and Consumers; Price
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  • 2020
  • Working Paper

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...  View Details
Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry
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  • September 2016 (Revised September 2017)
  • Case

Collage.com: Scaling a Distributed Organization
By: Christopher Stanton and Shikhar Ghosh
Kevin Borders and Joe Golden, co-founders and co-CEOs of Collage.com, must decide how to grow their custom photo-products startup in the face of fierce competition. From 2011 through 2016, the business evolved from a hobby to a startup with $22 million in revenue and...  View Details
Keywords: Remote Work; Internet and the Web; Organizational Structure; Competitive Strategy; Employees; Business Startups; Growth and Development Strategy; Consumer Products Industry; Service Industry
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  • March 2016
  • Article

To Groupon or Not to Groupon: The Profitability of Deep Discounts
By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers
We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine...  View Details
Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Internet and the Web; Marketing Strategy; Marketing Communications
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  • February 1994
  • Article

The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Keywords: Brands and Branding; Advertising
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