Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support

713 Pages·2018·14.51 MB·English

by  Natalie Mizik

Handbook of Marketing
Analytics
Methods and Applications in Marketing
Management, Public Policy, and Litigation Support
Edited by
Natalie Mizik
Professor of Marketing and J. Gary Shansby Endowed Chair
in Marketing Strategy, Foster School of Business, University
of Washington, USA
Dominique M. Hanssens
Distinguished Research Professor of Marketing, Anderson
School of Management, University of California, Los Angeles,
USA
Cheltenham, UK • Northampton, MA, USA
MIZIK_9781784716745_t.indd 3 14/02/2018 16:38
© Natalie Mizik and Dominique M. Hanssens 2018
All rights reserved. No part of this publication may be reproduced, stored
in a retrieval system or transmitted in any form or by any means, electronic,
mechanical or photocopying, recording, or otherwise without the prior
permission of the publisher.
Published by
Edward Elgar Publishing Limited
The Lypiatts
15 Lansdown Road
Cheltenham
Glos GL50 2JA
UK
Edward Elgar Publishing, Inc.
William Pratt House
9 Dewey Court
Northampton
Massachusetts 01060
USA
A catalogue record for this book
is available from the British Library
Library of Congress Control Number: 2017950469
This book is available electronically in the
Business subject collection
DOI 10.4337/9781784716752
ISBN 978 1 78471 674 5 (cased)
ISBN 978 1 78471 675 2 (eBook)
Typeset by Servis Filmsetting Ltd, Stockport, Cheshire
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Contents
List of contributors ix
Overview of the chapters xviii
Introduction 1
Natalie Mizik and Dominique M. Hanssens
METHODS CHAPTERS
PART I ExPERIMENTAL DESIGNS
1 Laboratory experimentation in marketing 11
Angela Y. Lee and Alice M. Tybout
2 Field experiments 32
Anja Lambrecht and Catherine E. Tucker
3 Conjoint Analysis 52
Olivier Toubia
PART II CLASSICAL ECONOMETRICS
4 Time-series models of short-run and long-run marketing
impact 79
Marnik G. Dekimpe and Dominique M. Hanssens
5 Panel data methods in marketing research 107
Natalie Mizik and Eugene Pavlov
6 Causal inference in marketing applications 135
Peter E. Rossi
PART III DISCRETE CHOICE MODELING
7 Modeling choice processes in marketing 155
John Roberts and Denzil G. Fiebig
8 Bayesian econometrics 181
Greg M. Allenby and Peter E. Rossi
v
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vi Handbook of marketing analytics
9 Structural models in marketing 200
Pradeep K. Chintagunta
PART Iv LATENT STRUCTURE ANALySIS
10 Multivariate statistical analyses: cluster analysis, factor
analysis, and multidimensional scaling 227
Dawn Iacobucci
PART v MACHINE LEARNING AND BIG DATA
11 Machine learning and marketing 255
Daria Dzyabura and Hema Yoganarasimhan
12 Big data analytics 280
Asim Ansari and Yang Li
PART vI GENERALIzATIONS AND OPTIMIzATIONS
13 Meta analysis in marketing 305
Donald R. Lehmann
14 Marketing optimization methods 324
Murali K. Mantrala and Vamsi K. Kanuri
CASE STUDIES AND APPLICATIONS
PART vII CASE STUDIES AND APPLICATIONS IN
MARKETING MANAGEMENT
15 Industry applications of conjoint analysis 375
Vithala R. Rao
16 How time series econometrics helped Inofec quantify online
and offline funnel progression and reallocate marketing
budgets for higher profits 390
Koen Pauwels
17 Panel data models for evaluating the effectiveness of
direct-to-physician pharmaceutical marketing activities 402
Natalie Mizik and Robert Jacobson
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Contents vii
18 A nested logit model for product and transaction-type
choice planning automakers’ pricing and promotions 415
Jorge Silva-Risso, Deirdre Borrego and Irina Ionova
19 visualizing asymmetric competitive market structure in large
markets 431
Daniel M. Ringel and Bernd Skiera
20 User profiling in display advertising 448
Michael Trusov and Liye Ma
21 Dynamic optimization for marketing budget allocation at
Bayer 458
Marc Fischer and Sönke Albers
PART vIII CASE STUDIES AND APPLICATIONS IN PUBLIC
POLICy
22 Consumer (mis)behavior and public policy intervention 473
Klaus Wertenbroch
23 Nudging healthy choices with the 4Ps framework for
behavior change 486
Zoë Chance, Ravi Dhar, Michelle Hatzis, Michiel Bakker,
Kim Huskey and Lydia Ash
24 Field experimentation: promoting environmentally friendly
consumer behavior 502
Noah J. Goldstein and Ashley N. Angulo
25 Regulation and online advertising markets 511
Avi Goldfarb
26 Measuring the long-term effects of public policy: the case of
narcotics use and property crime 519
Keiko I. Powers
27 Applying structural models in a public policy context 539
Paulo Albuquerque and Bart J. Bronnenberg
PART Ix CASE STUDIES AND APPLICATIONS IN
LITIGATION SUPPORT
28 Avoiding bias: ensuring validity and admissibility of survey
evidence in litigations 549
Rebecca Kirk Fair and Laura O’Laughlin
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viii Handbook of marketing analytics
29 Experiments in litigation 561
Joel H. Steckel
30 Conjoint analysis in litigation 572
Sean Iyer
31 Conjoint analysis: applications in antitrust litigation 590
Michael P. Akemann, Rebbecca Reed-Arthurs and J. Douglas
Zona
32 Feature valuation using equilibrium conjoint analysis 609
John R. Howell, Greg M. Allenby and Peter E. Rossi
33 Regression analysis to evaluate harm in a breach of contract
case: the Citri-Lite Company, Inc., Plaintiff v. Cott Beverages,
Inc., Defendant 633
Rahul Guha, Darius Onul and Sally Woodhouse
34 Consumer surveys in trademark infringement litigation:
FIJI vs. vITI case study 640
T. Christopher Borek and Anjali Oza
35 Survey evidence to evaluate a marketing claim: Skye Astiana,
Plaintiff v. Ben & Jerry’s Homemade, Inc., Defendant 652
Alan G. White and Rene Befurt
36 Machine learning in litigation 661
Vildan Altuglu and Rainer Schwabe
Index 671
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Contributors
Michael P. Akemann is a Managing Director at Berkeley Research Group,
LLC, a strategic advisory and expert consulting firm. He is an economist
who consults and testifies on antitrust, intellectual property, and general
commercial damages issues.
Sönke Albers is Professor of Marketing and Innovation, Kühne Logistics
University, Hamburg, Germany. Professor Albers’ research interests include
marketing planning, sales management, and diffusion of innovations.
Paulo Albuquerque is Associate Professor at INSEAD. His research
interests focus on firm decisions to introduce new products and consumer
decisions to search, use, and buy products online.
Greg M. Allenby is Helen C. Kurtz Chair in Marketing, Professor of
Marketing, and Professor of Statistics at the Ohio State University Fisher
College of Business. Professor Allenby’s research focuses on the develop-
ment and application of quantitative methods in marketing. His research
is used to improve product, pricing, promotion and targeting strategies at
leading firms.
Vildan Altuglu is Principal at Cornerstone Research. She specializes in
applying economic analysis and marketing research techniques to con-
sumer fraud and product liability, privacy and data breach, antitrust,
intellectual property, and general business litigation matters. She holds a
Ph.D. in Marketing from Columbia Business School.
Ashley N. Angulo is Postdoctoral Associate at Disney Research within the
Behavioral Science unit studying social influence and decision-making.
Asim Ansari is the William T. Dillard Professor of Marketing at the
Columbia Business School. Professor Ansari’s research addresses customer
relationship management, customization of marketing activities and
product recommendations over the internet, social networks modeling and
Bayesian modeling of consumer actions.
Lydia Ash is Director of People Operations at Google and people strate-
gist for many of the key growth businesses. An organizational design
expert, current key projects include architecting an innovative incentive
structure system for performance management and career development.
ix
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x Handbook of marketing analytics
Michiel Bakker Director of Google’s Global Food program. Michiel and
his team take pride in fueling the minds and bodies behind Google’s inno-
vative products, serving over 150,000 delicious, nutritious, responsibly
sourced meals around the world each day. Michiel has over 25 years of
global food and beverage operations experience, including 17 years with
Starwood Hotels and Resorts.
Rene Befurt is a vice President in the Boston office of Analysis Group,
Inc. Dr. Befurt specializes in applying marketing research methodologies
to both litigation and strategy casework. His expertise lies in cases involv-
ing false advertising and trademark disputes, the assessment of disclosures
on consumer decision-making, choice modeling, valuations of product
features, and general marketing and branding strategies.
T. Christopher Borek is a Managing Principal in the Washington, DC
office of Analysis Group, Inc. as well as a Senior Policy Scholar in
the Center for Business and Public Policy in Georgetown University’s
McDonough School of Business. Dr. Borek specializes in the application
of microeconomics, finance, and statistics to litigation and complex busi-
ness problems. He expertise is in intellectual property, antitrust, consumer
harm, finance, and tax disputes.
Deirdre Borrego is Senior vice President and General Manager of the Data
and Analytics Division at J.D. Power. In this role, she is the senior leader
responsible for managing all aspects of business strategy and product
development, operations, talent development and financial performance.
The Data and Analytics Division provides the automotive, financial serv-
ices and insurance industries with unparalleled insights helping clients
make more informed decisions ranging from marketing, inventory man-
agement, pricing and vehicle valuations.
Bart J. Bronnenberg is Professor of Marketing and the GSB Trust Faculty
Fellow for 2017–2018 at Stanford University, and a research fellow at
the Center for Economic Policy Research (CEPR) in London. He studies
distribution and retailing, the persistence of branding effects, and (online)
search behavior.
Zoë Chance is an assistant professor in marketing at the yale School of
Management. She is an expert in persuasion, focusing on tiny tweaks that
help people lead richer, healthier, happier lives.
Pradeep K. Chintagunta is the Joseph T. and Bernice S. Lewis Distinguished
Service Professor of Marketing at the Booth School of Business, University
of Chicago. He conducts research into the analysis of household purchase
behavior, pharmaceutical markets, and technology products.
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Contributors xi
Marnik G. Dekimpe is Research Professor of Marketing at Tilburg
University and Professor of Marketing at KU Leuven. His research focuses
on econometric models of marketing effectiveness, with particular reference
to international retailing and to the impact of macro-economic fluctuations
on marketing.
Ravi Dhar is the George Rogers Clark Professor of Management and direc-
tor of the Center for Customer Insights at the yale School of Management
and Professor of Psychology in the Department of Psychology, yale
University. He is an expert in consumer behavior and branding, marketing
management, marketing strategy, and consumer decision-making.
Daria Dzyabura is an Assistant Professor of Marketing at the New york
University Stern School of Business. Her research focuses on methods
for analyzing complex decision-making rules and developing efficient
forecasting methods for multi-faceted buying situations.
Denzil G. Fiebig is a Professor of Economics at the UNSW Australia
Business School. His primary expertise is in micro-econometrics and in
particular discrete choice modelling. He also has research interests in
forecasting and applied econometric methods. His recent empirical work
has concentrated on health economics with an emphasis on modelling
the behavior of individuals and health practitioners as they interact to
determine utilization of health care and services.
Marc Fischer is Professor of Marketing and Market Research, University
of Cologne, Germany, and Professor of Marketing, University of
Technology Sydney, Australia. His expertise includes the measurement
and management of marketing performance, brand management, and the
optimization of marketing mix.
Avi Goldfarb is Ellison Professor of Marketing at Rotman School of
Management, University of Toronto. Dr. Goldfarb’s research focuses on
understanding the impact of information technology on marketing, on
universities, and on the economy. His research has also explored the value
of brands and the role of experience in managerial decision-making.
Noah J. Goldstein is Associate Professor of Management and Organizations,
Psychology, and Medicine at the UCLA Anderson School of Management.
He studies social influence in a number of contexts, including consumer
behavior, management, and medicine.
Rahul Guha is Senior vice President at Cornerstone Research. He heads the
firm’s antitrust and competition practice and is the former head of its life
sciences practice. He holds a PhD in Marketing from Cornell University.
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