Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support (Research Handbooks in Business and Management series)

The Handbook Of Marketing Analytics Showcases Analytical Marketing Methods And Their High-impact Real-life Applications In Marketing Management, Public Policy, And Litigation Support. Fourteen Chapters Present An Overview Of Specific Marketing Analytic Methods In Technical Detail, While 22 Case Studies Present Thorough Examples Of The Use Of Each Method. The Contributors Featured Are Recognized Authorities In Their Fields. Multidisciplinary In Scope, This Handbook Covers Experimental Methods, Non-experimental Methods, And Their Digital-era Extensions. It Explores Topics Such As Classical And Bayesian Econometrics, Causality, Machine Learning, Optimization, And Recent Advancements In Conjoint Analysis. This Standout Collection Of Analytical Methods And Application Will Be Useful And Educational For All Readers, Whether They Are Academics Or Practitioners In Marketing, Public Policy, Or Litigation. Contents: Part I Experimental Designs -- 1. Laboratory Experimentation In Marketing / Angela Y. Lee And Alice M. Tybout -- 2. Field Experiments / Anja Lambrecht And Catherine Tucker -- 3. Conjoint Analysis / Olivier Toubia -- Part Ii Classical Econometrics -- 4. Time-series Models Of Short-run And Long-run Marketing Impact / Marnik Dekimpe And Dominique M. Hanssens -- 5. Panel Data Methods In Marketing Research / Natalie Mizik And Eugene Pavlov -- 6. Causal Inference In Marketing Applications / Peter E. Rossi -- Part Iii Discrete Choice Modeling -- 7. Modeling Choice Processes In Marketing / John Roberts And Denzil G. Fiebig -- 8. Bayesian Econometrics / Greg Allenby And Peter Rossi -- 9. Structural Models In Marketing / Pradeep K. Chintagunta -- Part Iv Latent Structure Analysis -- 10. Multivariate Statistical Analyses: Cluster Analysis, Factor Analysis, And Multidimensional Scaling / Dawn Iacobucci -- Part V Machine Learning And Big Data --^ 11. Machine Learning And Marketing / Daria Dzyabura And Hema Yoganarasimhan -- 12. Big Data Analytics / Asim Ansari And Yang Li -- Part Vi Generalizations And Optimizations -- 13. Meta Analysis In Marketing / Donald R. Lehmann -- 14. Marketing Optimization Methods / Murali K. Mantrala And Vamsi K. Kanuri -- Part Vii Case Studies And Applications In Marketing -- 15. Industry Applications Of Conjoint Analysis / Vithala R. Rao -- 16. How Time Series Econometrics Helped Inofec Quantify Online And Offline Funnel Progression, And Reallocate Marketing Budgets For Higher Profits / Koen Pauwels -- 17. Panel Data Models For Evaluating The Effectiveness Of Direct-to-physician Pharmaceutical Marketing Activities / Natalie Mizik And Robert Jacobson -- 18. A Nested Logit Model For Planning Automakers' Pricing And Promotions / Jorge Silva-risso, Deirdre Borrego And Irina Ionova -- 19. Visualizing Asymmetric Competitive Market Structure In Large Markets / Daniel M. Ringel And Bernd Skiera --^ 20. User Profiling In Display Advertising / Michael Trusov And Liye Ma -- 21. Dynamic Optimization For Marketing Budget Allocation At Bayer / Marc Fischer And Sönke Albers -- Part Viii Case Studies And Applications In Public Policy -- 22. Consumer (mis)behavior And Public Policy Intervention / Klaus Wertenbroch -- 23. Nudging Healthy Choices With The 4 Ps Framework For Behavior Change / Zoë Chance And Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey And Lydia Ash -- 24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior / Noah J. Goldstein And Ashley N. Angulo -- 25. Regulation And Online Advertising Markets / Avi Goldfarb -- 26. Measuring The Long-term Effects Of Public Policy: The Case Of Narcotics Use And Property Crime / Keiko I. Powers -- 27. Applying Structural Models In A Public Policy Context / 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 / Rebecca Kirk Fair And Laura O'laughlin -- 29. Experiments In Litigation / Joel H. Steckel -- 30. Consumer Surveys In Trademark Infringement Litigation: Fiji Water Company, Llc, Paramount International Export Limited, Natural Waters Of Viti Limited (fiji), Plaintiffs, Vs. Fiji Mineral Water Usa, Llc, Et Al. (viti), Defendants / T. Christopher Borek And Anjali Oza -- 31. Survey Evidence To Evaluate A Marketing Claim: Skye Astiana, Plaintiff Volume Ben And Jerry's Homemade, Incorporated, Defendant / Alan G. White And Rene Befurt -- 32. Conjoint Analysis In Litigation / Shankar Iyer -- 33. Conjoint Analysis: Applications In Antitrust Litigation / Michael P. Akemann And Rebecca Reed-arthurs And J. Douglas Zona -- 34. Feature Valuation Using Equilibrium Conjoint Analysis / John R. Howell, Greg M. Allenby And Peter Rossi --^ 35. Regression Analysis To Evaluate Harm In A Breach Of Contract Case: The Citri-lite Compan, Incorporated, Plaintiff Y Volume Cott Beverages, Incorporated, Defendant / Rahul Guha, Darius Onul And Sally Woodhouse -- 36. Machine Learning In Litigation / Vildan Altuglu And Rainer Schwabe -- Index. 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, Us). Mode Of Access: World Wide Web. The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen methods chapters present an overview of specific marketing analytic methods in technical detail while twenty-two case studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as Classical and Bayesian econometrics, Causality, Machine learning, Optimization, and recent advancements in Conjoint Analysis. This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation. Contributors M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O'Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. Zona