Marketing mix modeling (MMM) is a powerful tool for marketers when optimizing their advertising mix and promotional tactics. However, the current MMM primarily focuses on campaigns’ direct short-term effects. That means marketers try to link, e.g., ad spend to immediate sales and ignore...

Metered pricing plans for services enable companies to increase their profits. Yet measuring consumer preferences for different forms of metered pricing is difficult, because metered prices simultaneously influence three consumer decisions: to purchase the service, to choose a particular pricing...