The common belief about the growing medium of livestreaming is that its value lies in its "live" component. In this paper, we leverage data from a large livestreaming platform to examine this belief. We are able to do this as this platform also allows viewers to purchase the recorded version of...

Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values....

Loyalty programs are widely used by firms but their effectiveness is not well understood. These programs provide discounts and perks to loyal customers and are costly to administer, and with uncertain effects on spending or stealing business from rivals. We use a large and detailed dataset on...

The increasing importance of online distribution channels is paralleled by a rising interest in gaining insights into the customer journey and browsing behavior. We evaluate several machine learning methods (latent Dirichlet allocation, correlated topic model, structural topic model, replicated...

We introduce the conditional restricted Boltzmann machine as method to analyze brand-level market basket data of individual households. The conditional restricted Boltzmann machine includes marketing variables and household attributes as independent variables. To our knowledge this is the first...

Loyalty programs are widely used by firms but their effectiveness is subject to debate. These programs provide discounts and perks to loyal customers and are costly to administer, and with uncertain effectiveness at increasing spending or stealing business from rivals. We use a large new dataset...

A multichannel attribution model based on gradient boost-ing over trees is proposed, which was compared with the state of theart models: bagged logistic regression, Markov chains approach, shapelyvalue. Experiments on digital advertising datasets showed that the pro-posed model is better than...

Loyalty programs are widely used by firms but their effectiveness is not well understood. These programs provide discounts and perks to loyal customers and are costly to administer, and with uncertain effects on spending or stealing business from rivals. We use a large and detailed dataset on...

Loyalty programs (LPs) are widely used by firms but not well understood. These programs provide discounts and perks to loyal customers and are costly to administer, but produce uncertain changes in spending patterns. We use a large and detailed dataset on customer shopping behavior at one of the...

The concept of consideration sets makes brand choice a two-step process. House-holds first construct a consideration set which not necessarily includes all available brands and conditional on this set they make a final choice. In this paper we put forward a parametric econometric model for this...