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Customizing Promotions in Online Stores
Jie Zhang,Lakshman Krishnamurthi +1 more
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TLDR
It is demonstrated that the proposed customization method could greatly improve the effectiveness of current promotion practices, and the implications for retailers and consumer packaged goods companies in the age of Internet technology are discussed.Abstract:
The main objective of this paper is to provide a decision-support system of micro-level customized promotions, primarily for use in online stores. Our proposed approach utilizes the one-on-one and interactive nature of the Internet shopping environment and provides recommendations on when to promote how much to whom. We address the issue by first constructing a joint purchase incidence-brand choice-purchase quantity model that incorporates how variety-seeking/inertia tendency differs among households and change over time for the same household. Based on the model, we develop an optimization procedure to derive the optimal amount of price discount for each household on each shopping trip. We demonstrate that the proposed customization method could greatly improve the effectiveness of current promotion practices, and discuss the implications for retailers and consumer packaged goods companies in the age of Internet technology.read more
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Digital marketing: A framework, review and research agenda
P.K. Kannan,Hongshuang Li +1 more
TL;DR: In this article, the authors present a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in marketing strategy process where digital technologies are having and will have a significant impact.
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A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Cait Lamberton,Andrew T. Stephen +1 more
TL;DR: In this paper, the authors track the changes in scholarly researchers' perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015, and identify key themes emerging in five-year time frames during this period.
Journal ArticleDOI
Modeling Online Browsing and Path Analysis Using Clickstream Data
TL;DR: This work shows how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing and finds that purchasers can be predicted with more than 40% accuracy, which is much better than the benchmark 7% purchase conversion prediction rate made without path information.
Journal ArticleDOI
Marketing Analytics for Data-Rich Environments
Michel Wedel,P.K. Kannan +1 more
TL;DR: In this paper, the authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions.
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Marketing in Computer-Mediated Environments: Research Synthesis and New Directions
Manjit S. Yadav,Paul A. Pavlou +1 more
TL;DR: In this article, the authors organize and synthesize findings from the literature using a framework structured around four key interactions in CMEs: consumer-firm interactions, firm-consumer interactions, consumer-consumer interaction, and firmfirm interaction, which helps identify a broad spectrum of gaps in the literature to advance the next generation of knowledge development.
References
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Book
Discrete Choice Analysis: Theory and Application to Travel Demand
Moshe Ben-Akiva,Steven R. Lerman +1 more
TL;DR: In this article, the authors present the methods of discrete choice analysis and their applications in the modeling of transportation systems and present a complete travel demand model system presented in chapter 11, which is intended as a graduate level text and a general professional reference.
Journal Article
Modeling the choice of residential location
TL;DR: The problem of translating the theory of economic choice behavior into concrete models suitable for analyzing housing location and methods for controlling the size of data collection and estimation tasks by sampling alternatives from the full set of alternatives are discussed.
Posted Content
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: This paper proposed a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity, and applied it in a study of competition between national brands and private labels in one product category.
Journal ArticleDOI
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: In this paper, the authors characterize market structure by studying the patterns of substitution implied by brand switching, but this approach typically ignores the destabilizing effect of brand switching on the market.