Qme-Quantitative Marketing and Economics最新文献

A high-performance turnkey system for customer lifetime value prediction in retail brands 零售品牌客户终身价值预测的高性能交钥匙系统

4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-11-08 DOI: 10.1007/s11129-023-09272-x

Yan Yan, Nicholas Resnick

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引用次数: 0

Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers 第一方或第三方受众数据是否更有效地找到“正确的”客户?IT决策者的案例

4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-10-24 DOI: 10.1007/s11129-023-09268-7

Nico Neumann, Catherine E. Tucker, Kumar Subramanyam, John Marshall

{"title":"Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers","authors":"Nico Neumann, Catherine E. Tucker, Kumar Subramanyam, John Marshall","doi":"10.1007/s11129-023-09268-7","DOIUrl":"https://doi.org/10.1007/s11129-023-09268-7","url":null,"abstract":"Abstract Often marketers face the challenge of how to communicate best with the customers who have the right responsibilities, influence or purchasing power, especially in business-to-business (B2B) settings. For example, B2B marketers selling software and IT need to identify IT decision-makers (ITDMs) within organizations. The modern digital environment in theory allows marketers to target individuals in organizations through specifically designed third-party audience segments based on deterministic prospect lists or probabilistic inference. However, in this paper we show that in our context, such ‘off-the-shelf’ segments perform no better at reaching the right person than random prospecting. We present evidence that even deterministic attribute information is flawed for ITDM identification, and that the poor campaign results can be partly linked to incorrect assignment of established prospect profiles to online identifiers. We then use access to our publisher network data to investigate what would happen if the advertiser had used first-party data that are less susceptible to the identified issues. We demonstrate that first-party demographics or contextual information allows advertisers and publishers to outperform both third-party ITDM audience segments and random prospecting. Our findings have implications for understanding the shift in digital advertising away from third-party cookie tracking, and how to execute digital marketing in the context of broad privacy regulation.","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135266636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Counter-cyclical price promotion: Capturing seasonal changes in stockpiling and endogenous consumption 逆周期价格促销:捕捉库存和内生消费的季节性变化

4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-10-20 DOI: 10.1007/s11129-023-09269-6

Minjung Kwon, Tülin Erdem, Masakazu Ishihara

引用次数: 0

From uniform to bespoke prices: Hotel pricing during EURO 2016 从统一价格到定制价格：2016年欧洲杯期间的酒店定价

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-07-27 DOI: 10.1007/s11129-023-09264-x

M. Nicolini, C. Piga, Andrea Pozzi

引用次数: 0

Price commitment and the strategic launch of a fighter brand 价格承诺和战略推出一个战斗机品牌

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-07-01 DOI: 10.1007/s11129-023-09266-9

P. Jost

引用次数: 0

Effect of search cost in the presence of search deterring informative advertising 搜索成本对信息性广告的影响

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-06-05 DOI: 10.1007/s11129-023-09265-w

Bikram P. Ghosh, Michael R. Galbreth

引用次数: 0

Face/Off: The adverse effects of increased competition 面对:竞争加剧的不利影响

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-06-01 DOI: 10.1007/s11129-023-09262-z

Iman Ahmadi

引用次数: 0

Price promotions, beneficiary framing, and mental accounting 价格促销，受益人框架和心理会计

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2023-03-10 DOI: 10.1007/s11129-023-09261-0

Geoffrey Fisher, Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur

引用次数: 0

Shrinkage priors for high-dimensional demand estimation 用于高维需求估计的收缩先验

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2022-12-29 DOI: 10.1007/s11129-022-09260-7

Adam N. Smith, J. Griffin

引用次数: 1

Non-linear pricing effects in conjoint analysis 联合分析中的非线性定价效应

IF 1.9 4区管理学

Qme-Quantitative Marketing and Economics Pub Date : 2022-10-13 DOI: 10.1007/s11129-022-09256-3

Yichun Liu, Jeff D. Brazell, Greg M. Allenby

引用次数: 0