We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard...

Researchers have recently been interested in studying the drivers of store-brand success as well as factors that motivate retailers to introduce store brands. In this paper, we study the effects of the introduction of a store-brand into a particular product category. Specifically, we are...

Under the sociological theory of homophily, people who are similar to one another are more likely to interact with one another. Marketers often have access to data on interactions among customers from which, with homophily as a guiding principle, inferences could be made about the underlying...

We study status as it pertains to loyalty programs, investigating the impact of the number and size of tiers on consumers' perceptions of status. We find that increasing the number of elites in the top tier dilutes perceptions of status, while adding a subordinate tier enhances status. Tiers...

In the early 21st century, firms are thinking seriously and practically about an interactive marketing paradigm—one that integrates mass scale with individual responsiveness. The focus of this paper is on how this interactive environment is changing the customer decision-making process. With...

We examine box-office sales in the context of a market share model. This is accomplished by developing a combination of a sliding-window logit model and a gamma diffusion pattern in a hierarchical Bayes framework. We show that accounting for the full choice set available every week not only...

Manufacturer trade promotion spending is second only to cost of goods sold as a profit-and-loss item, yet manufacturers often lose money on these deals as a result of forward-buying by retailers. The search for more effective forms of trade promotion and the availability of scanners at cash...