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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support Edited by Natalie Mizik, Professor of Marketing, J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington and Dominique M. Hanssens, Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles, US
Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Extent: c 704 pp
Hardback Price: $290.00 Web: $261.00
Publication Date: February 2018
ISBN: 978 1 78471 674 5
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  • Business and Management
  • Marketing
  • Research Methods in Business and Management
  • Research Methods
  • Quantitative Research Methods
  • Research Methods in Business and Management
  • Research Methods
The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method.

The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis.

This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.
‘Over the course of their storied careers, Mizik and Hanssens have helped quantify one of the most elusive of concepts: how marketing creates enterprise value. The Handbook of Marketing Analytics teaches practitioners not only how to explain the impact of marketing investment on firm performance, but also its growing application to guiding public policy and even assisting in litigation. Expertly crafted, with practical takeaways drawn on case studies and interviews with marketing analytics experts, this book is a must-read for any marketer, advertiser or reader fascinated with discovering the unseen leverage in marketing and creativity.’
– John Gerzema, Bestselling Author and CEO of Harris Insights & Analytics/The Harris Poll, US

‘Ever since I published Marketing Decision Making and Marketing Models, I have been wanting to see a superb collection of marketing analytics chapters and cases in one book. The Handbook of Marketing Analytics has finally arrived and it is a treasure.’
– Philip Kotler, Northwestern University, US
Contributors include: M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O’Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. Zona
Contents:

Part I Experimental Designs
1. Laboratory Experimentation in Marketing
Angela Y. Lee and Alice M. Tybout

2. Field Experiments
Anja Lambrecht and Catherine Tucker

3. Conjoint Analysis
Olivier Toubia

Part II Classical Econometrics
4. Time-Series Models of Short-Run and Long-Run Marketing Impact
Marnik Dekimpe and Dominique M. Hanssens

5. Panel Data Methods in Marketing Research
Natalie Mizik and Eugene Pavlov

6. Causal Inference in Marketing Applications
Peter E. Rossi

Part III Discrete Choice Modeling
7. Modeling Choice Processes in Marketing
John Roberts and Denzil G. Fiebig

8. Bayesian Econometrics
Greg Allenby and Peter Rossi

9. Structural Models in Marketing
Pradeep K. Chintagunta

Part IV Latent Structure Analysis
10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scaling
Dawn Iacobucci

Part V Machine Learning and Big Data
11. Machine Learning and Marketing
Daria Dzyabura and Hema Yoganarasimhan

12. Big Data Analytics
Asim Ansari and Yang Li

Part VI Generalizations and Optimizations
13. Meta Analysis in Marketing
Donald R. Lehmann

14. Marketing Optimization Methods
Murali K. Mantrala and Vamsi K. Kanuri

Part VII Case Studies and Applications in Marketing
15. Industry Applications of Conjoint Analysis
Vithala R. Rao

16. How time series econometrics helped Inofec quantify online and offline funnel progression, and reallocate marketing budgets for higher profits
Koen Pauwels

17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities
Natalie Mizik and Robert Jacobson

18. A Nested Logit Model for Planning Automakers’ Pricing and Promotions
Jorge Silva-Risso, Deirdre Borrego and Irina Ionova

19. Visualizing Asymmetric Competitive Market Structure in Large Markets
Daniel M. Ringel and Bernd Skiera

20. User Profiling in Display Advertising
Michael Trusov and Liye Ma

21. Dynamic Optimization for Marketing Budget Allocation at Bayer
Marc Fischer and Sönke Albers

Part VIII Case Studies and Applications in Public Policy
22. Consumer (Mis)Behavior and Public Policy Intervention
Klaus Wertenbroch

23. Nudging Healthy Choices with the 4 Ps Framework for Behavior Change
Zoë Chance and Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash

24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior
Noah J. Goldstein and Ashley N. Angulo

25. Regulation and Online Advertising Markets
Avi Goldfarb

26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime
Keiko I. Powers

27. Applying Structural Models in a Public Policy Context
Paulo Albuquerque and Bart J. Bronnenberg

Part IX Case Studies and Applications in Litigation Support
28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in Litigations
Rebecca Kirk Fair and Laura O’Laughlin

29. Experiments in Litigation
Joel H. Steckel

30. Consumer Surveys in Trademark Infringement Litigation: Fiji Water Company, LLC, Paramount International Export Ltd., Natural Waters of Viti Limited (“FIJI”), Plaintiffs, vs. Fiji Mineral Water USA, LLC, et al. (“VITI”), Defendants
T. Christopher Borek and Anjali Oza

31. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry’s Homemade, Inc., Defendant
Alan G. White and Rene Befurt

32. Conjoint Analysis in Litigation
Shankar Iyer

33. Conjoint Analysis: Applications in Antitrust Litigation
Michael P. Akemann and Rebecca Reed-Arthurs and J. Douglas Zona

34. Feature Valuation Using Equilibrium Conjoint Analysis
John R. Howell, Greg M. Allenby and Peter Rossi

35. Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Compan, Inc., Plaintiff y v. Cott Beverages, Inc., Defendant
Rahul Guha, Darius Onul and Sally Woodhouse

36. Machine Learning in Litigation
Vildan Altuglu and Rainer Schwabe

Index