‘‘Direct Mail to Prospects and Email to Current Customers? Managing Multichannel Marketing for Multinational Retailers’’ by Albert Valenti (IESE Business School), ShubaSrinivasan (Boston University), Gokhan Yildirim (Imperial College of London), and Koen Pauwels (Northeastern University)
“Automating the B2B Salesperson Pricing Decisions: Can Machines Replace Humans and When?” by Yael Karlinsky Shichor and Oded Netzer (Columbia University)
“Squaring the circle: Decrease purchase price, increase satisfaction, and maintain revenues using a new machine-learning recommendation system” by Michael Harrison (USAA and the University of North Carolina) and Jan-Benedict E.M. Steenkamp (the University of North Carolina)
“Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness” by Garrett Johnson (Boston University), Randall Lewis (Netflix), & Elmar Nubbemeyer (Netflix)
“Marketing Profit Impact: Quantifying Online and Offline Funnel Progression at Inofec” by Thorsten Wiesel (University of Groningen), Koen Pauwels (Ozyegin University), and Joep Arts (VU University).
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“Will It Ever Fly? Modeling the Takeoff of Really New Consumer Goods at Whirlpool” by Joseph A. Foster, Peter N. Golder, Gerard J. Tellis.
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“Defending Marketing Share Against a New Entrant for Telstra” by John H. Roberts, Charles J. Nelson, Pamela D. Morrison.
Continue reading “Telstra”
“Optimizing Rhenania’s Direct Marketing Business Through Dynamic Multi-Level Modeling (DMLM)” by Ralf Elsner, Arnd Huchzermeier, Manfred Kraftt.
Continue reading “Rhenania”