February 9

Xueming Luo, Charles Gilliland Distinguished Chair Professor of Marketing, Strategy, Temple Univ.

Research talk title: “Targeting, Field Experiments, and Algorithms: Mobile Big Data Analytics”

Abstract:

There is a surge of academic and industry interests in big data customer analytics and machine learning. However, for any prudent insights from big data and customer targeting, it is necessary to establish the causal impact. Thus, this seminar talk is to map out a methodological framework with three steps for such purpose. First, randomized field experiments and hierarchical Bayesian estimations are conducted to identify causal effects of important and interesting treatment variables such as mobile digital targeting and retargeting campaigns. Second, causal random forest, structural hidden markov model, and dynamic trajectory modeling can be leveraged to detect heterogeneity in the causal effects. Third, game theory equilibrium can be utilized for competitive targeting with optimal prices, while dynamic programming, optimization learning and artificial intelligence algorithms are used to individualize advertising and promotion offers to each customer for maximized returns.

Xueming Luo is the Charles Gilliland Distinguished Chair Professor of Marketing, Professor of Strategy and MIS, and Founder/ Director of the Global Center for big data in mobile analytics in the Fox School of Business at Temple University. He is a thought leader in large-scale field experiment mobile marketing, customer analytics with machine learning and big data, and the marketing-finance interface. He specializes on how engineering models and field experimentation can contribute to customer insights and marketing practices. His current research focuses on mobile customer analytics, personalized pricing, competitive targeting, omnichannel, and social media networking promotions, and the financial value of marketing metrics.  Xueming has worked with leading global company partners in mobile communications, banking, retailing, health care, pharmaceutical, and petroleum industries. His work has been featured by popular trade press such as the Wall Street Journal, ScienceDaily, Forbes, Financial Times, Harvard Business Review, MIT Sloan Management Review, and others.

March 26th: Jonathan Zhang, University of Washington

April 13^th

Meg Campbell, Professor of Marketing, University of Colorado Boulder

Professor Campbell is currently the Editor for the Journal of Consumer Research. Dr. Campbell received her A.B. in psychology and economics, with honors, at Stanford University, where she earned entrance to Phi Beta Kappa. She later returned to Stanford to earn her Ph.D. in marketing at the Graduate School of Business. She was a member of the faculty at the Anderson Graduate School of Management at UCLA from 1992-2000. Professor Campbell’s research focuses on questions of how consumers interpret the marketplace and consumers’ responses to companies and brands. Her research has been published in several journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, and the Personality and Social Psychology Bulletin.

May 2: Don Lehmann

 Talk Title: “An Unscripted Journey Through the Expanding Field of Marketing Research”

Professor Donald R. Lehmann is the George E. Warren Professor of Business and Chair of the Marketing Division at the Columbia Business School, Columbia University, New York. He holds an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His main research interests include individual and group decision-making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets (e.g., brands and customers). He has more than 100 publications in outlets such as Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, andMarketing Science. Moreover, he is a former co-editor of the International Journal of Research in Marketing as well as the founding editor of Marketing Letters and is on the editorial or advisory boards of numerous journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and IJRM.

Don has served two terms as Executive Director of the Marketing Science Institute (1993–1995, 2001–2003) and as President of the Association for Consumer Research (1993–1995). Furthermore, he is the recipient of countless awards including the 2000 Paul D. Converse award, the AMA McGraw Hill-Irwin distinguished marketing educator award, and the ACR career service award and is a fellow of ACR, AMA, and ISMS. His books include Market Research and Analysis, Analysis for Marketing Planning, Product Management, and Meta-Analysis in Marketing

Weissman Center IB seminar series

Spring 2018

Time: 12.30pm (unless otherwise stated), beginning with light lunch, followed by the talk.

Venue: The conference room of the Weissman Center – 137E 25^th street (corner of Lexington Avenue)

Time for individual meetings is always available. Please express your interest.

Fall 2017

Time: 12.30pm (unless otherwise stated), beginning with light lunch, followed by the talk.

Venue: The conference room of the Weissman Center – 137E 25^th street (corner of Lexington Avenue)

Time for individual meetings is always available. Please express your interest.