lecture 11

Question 1

pradeep k chintagunta

Answer 1

one of the fathers of modern quantitative marketing

Work ranges across retail style work, digital, pharma and marketing in developing countries

Question 2

Navdeep sahni

Answer 2

works in the digital marketing space

Advertising experiments causal inference

An early adopter of experimental approaches to advertising effects

Question 3

does adding personalized content improve email effectiveness

Answer 3

personalized content -> noninformative content

Question 4

why does personalization matter

Answer 4

most businesses engage in this practice

email marketers have access to this information

Can impact consumer response via psychological mechanisms

A) Drawing attention to the email

O) shape opinions of receiver/positive cue

E) increased elaboration …via recipient processing

Question 5

personalized emails increase engagement

Answer 5

via increased processing by recipient

Open questions:
long run impacts of advertising? (recall, brand perception etc)
Is this still effective when all companies personalize

Question 6

targeted offers increase spending by

Answer 6

37.2%

90% of this is not on redeeming coupons

Effect carries over into the short run… and across categories

–> consistent with a reminder effect

Potential implication; firms can gain from the targeted promotions even without having to incur the cost associated with the discounts

Need to investigate generalizability of this