This thoroughly revised second edition showcases analytical marketing methods and their real-life applications. Chapters describe the methods in detail while 22 new and updated case studies outline detailed examples of their uses in marketing management, public policy, and litigation.
This thoroughly revised second edition showcases analytical marketing methods and their real-life applications. Chapters describe the methods in detail while 22 new and updated case studies outline detailed examples of their uses.
Expert contributors provide a comprehensive examination of leading marketing analytic methods including classical econometrics, machine learning, and Bayesian econometrics. They explore survey methods and multivariate models in marketing, analyzing their applications in management, public policy and in litigation support. Incorporating contributions from 26 new authors, the focus on the implementation of analytical methods and methodological reviews highlights advances in litigation support applications, particularly in relation to an increased reliance on empirical approaches and marketing analytical techniques.
This updated Handbook is a crucial resource for scholars and students of research methods in business and management, innovation and technology, and marketing analytics. Practitioners and policymakers in marketing management and public policy, and attorneys and other professionals involved in business litigation, will also benefit from its valuable insights.
Arvustused
The Handbook of Marketing Analytics is an outstanding resource for litigators to learn about important marketing science tools in order to take and defend expert depositions effectively, understand the documents, data and survey analyses, and work constructively with marketing and economics experts. Also, it is a necessary resource for any marketing scientist interested in providing litigation support. Kudos to co-editors Mizik and Hanssens on pulling together a fantastic second edition with many new and useful chapters. -- Wendy L. Bloom, Retired Partner, Kirkland & Ellis LLP, USA Ever since I published Marketing Decision Making and Marketing Models, I have been wanting to see a superb collection of marketing analytics chapters and cases in one book. The Second Edition of the Handbook of Marketing Analytics has arrived and it is a treasure. -- Philip Kotler, Professor Emeritus of Marketing, Northwestern University, USA All practitioners of marketing analytics should seek to leverage the great work that precedes them. Mizik and Hanssens centralized a generation of noteworthy work into one volume. Its an absolute must for any bookshelf. -- John Wallace, Co-Founder and CEO, LiftLab Analytics, Inc., USA
Contents
List of contributors viii
Introduction to Handbook of Marketing Analytics xvii
SECTION 1 METHODS CHAPTERS
PART I EXPERIMENTAL DESIGNS
1 Laboratory experimentation in marketing 3
Angela Y. Lee and Alice M. Tybout
2 Field experiments 20
Anja Lambrecht and Catherine E. Tucker
3 Conjoint analysis 37
Olivier Toubia
PART II CLASSICAL ECONOMETRICS
4 Persistence modeling in marketing: from a descriptive and predictive focus
to normative uses 57
Marnik G. Dekimpe and Dominique M. Hanssens
5 Panel data methods in marketing research 84
Natalie Mizik and Eugene Pavlov
6 Causal inference in marketing applications 107
Peter E. Rossi
7 An applications-focused perspective of modeling individual choice
processes in marketing 122
John Roberts and Denzil G. Fiebig
PART III BAYESIAN AND STRUCTURAL ECONOMETRICS
8 Bayesian econometrics 147
Greg M. Allenby and Peter E. Rossi
9 Structural models in marketing 164
Pradeep K. Chintagunta
PART IV LATENT STRUCTURE ANALYSIS
10 Multivariate statistical analyses: cluster analysis, factor analysis, and
multidimensional scaling 185
Dawn Iacobucci
PART V MACHINE LEARNING
11 Machine learning methods for targeting and personalization 212
Omid Rafieian and Hema Yoganarasimhan
PART VI GENERALIZATIONS AND OPTIMIZATIONS
12 Marketing optimization methods 234
Murali K. Mantrala, Vamsi K. Kanuri and Yeji Lim
13 Modeling heterogeneity in meta-analysis 266
Blakeley B. McShane and Ulf Böckenholt
SECTION 2 CASE STUDIES AND APPLICATIONS
PART VII CASE STUDIES AND APPLICATIONS IN MARKETING MANAGEMENT
14 Model, experiment, allocate, repeat: how to quantify marketing effects
across the funnel, and reallocate marketing budgets for higher profits 299
Koen Pauwels
15 Panel data models for evaluating the effectiveness of direct-to-physician
pharmaceutical marketing activities 310
Natalie Mizik and Robert Jacobson
16 User profiling in display advertising 320
Michael Trusov and Liye Ma
17 Social network analyses: an introduction 328
Dawn Iacobucci
18 Visualizing competitive market structure 341
Daniel M. Ringel and Bernd Skiera
19 Dynamic marketing budget allocation at Bayer 361
Marc Fischer and Sönke Albers
PART VIII CASE STUDIES AND APPLICATIONS IN PUBLIC POLICY
20 Precommitment: a criterion for detecting consumer misbehavior and a tool
for public policy intervention 375
Klaus Wertenbroch
21 Conducting field experiments: a case with blood drive campaigns 388
Adelle X. Yang and Christopher K. Hsee
22 Field experimentation: balancing impact and control 400
Anirban Mukhopadhyay
23 Evaluating public policy interventions in an equilibrium framework 412
Max J. Pachali, Marco J. W. Kotschedoff and Bart J. Bronnenberg
24 Persuasive effects of media 420
Andrey Simonov
PART IX CASE STUDIES AND APPLICATIONS IN LITIGATION SUPPORT
25 Causal methods to assess economic harm 434
David Card, Daniel L. Rubinfeld, Samid Hussain and Matteo Li Bergolis
26 Conducting experiments in litigation: an academic perspective 462
Joel H. Steckel
27 Avoiding bias: ensuring validity and admissibility of survey evidence in
litigations 475
Rebecca Kirk Fair, Laura OLaughlin and Kate Schoenbach
28 Conjoint analysis: applications in antitrust litigation 487
Michael P. Akemann, Rebbecca Reed-Arthurs and J. Douglas Zona
29 Common (mis)applications of conjoint analysis in litigation 502
David J. Reibstein and Robert L. Vigil
30 Feature valuation using equilibrium analysis 528
John R. Howell, Greg M. Allenby, and Peter E. Rossi
31 Supply-side considerations when using conjoint analysis in litigation 553
Rene Befurt, Felix Eggers and John R. Hauser
32 Artificial intelligence and machine learning in litigation and legal
practice 591
Vildan Altuglu, Mike DeCesaris and Sachin Sancheti
33 Survey evidence to evaluate a marketing claim: In Re: Kind LLC Healthy
and All Natural litigation 606
Alan G. White, Rene Befurt and Anne Cai
34 Consumer surveys in trademark infringement litigation: Stitch Editing v.
TikTok case study 621
T. Chrstopher Borek and Kate Schofield
35 Regression analysis in litigation: Jamie Pettit, et al., Plaintiff v.
Proctor &
Gamble Company, Defendant 632
Naman Garg, Todd Kumler and Alan Potter
Edited by Natalie Mizik, Professor of Marketing and J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington and Dominique M. Hanssens, Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles, USA
