This thesis provides insights for firms on how to price and design product plans by combining experimentation and machine learning methods. In Chapter 1, we use multiarmed bandits from reinforcement learning to better inform firms on how to price experiment when faced with an unknown demand...

Information security is growing to be an IT priority for many firms, but several critical dimensions of enterprise security like type of loss or strategic effects of countermeasures have received little attention in the economics-based literature. We develop a model of a contagious threat that...

Marketing models typically focus on how structured product characteristics impact consumer preferences. However, visual characteristics of products present in unstructured image data play an important role in impacting preferences for many categories. We seek to automatically discover and...

Music is used extensively to evoke emotion throughout the customer journey. This paper develops a theory-based, interpretable deep learning convolutional neural network (CNN) classifier---MusicEmoCNN---to predict the dynamically varying emotional response to music. To develop a theory-based CNN,...

Disruptive technologies like Artificial Intelligence (AI), Machine Learning (ML), Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR), Internet of Things (IoT) etc. affected healthcare, tourism, fashion, entertainment, gaming, education industry etc. in a big way. These technologies...

The Freemium business model, commonly used in digital products, has both a perpetually free but limited version and a premium version with enhanced features that requires a fee. These firms often have a referral program in which current customers get additional benefits (e.g., extra storage...

Several key questions in bundling have not been empirically examined: Do consumers value bundles over and beyond their component products, indicating synergy? Is mixed bundling more effective than pure bundling or pure components? Does correlation in consumer valuations make bundling more or...