Handbook of Marketing Analytics

Edited by Natalie Mizik, Professor of Marketing and 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

Handbook of Marketing Analytics is a very useful reference for the litigator wishing to gain greater expertise and insight into available tools for prosecuting and defending many types of commercial litigation. The technical chapters have gentle takeoffs that allow the nonspecialist reader to build a working knowledge of the techniques described. The case study chapters are what really set the book apart for those whose matrix algebra is rusty, enabling the non-technical attorney or lay reader to see vividly how the techniques can be deployed. This will be an essential item on the shelf of any litigator who deals regularly with advanced analytics in marketing and related areas.'--August Horvath, Kelley Drye & Warren LLP'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

• Contents:IntroductionNatalie Mizik and Dominique M. HanssensMethods ChaptersPart I Experimental Designs 1. Laboratory Experimentation in MarketingAngela Y. Lee and Alice M. Tybout2. Field ExperimentsAnja Lambrecht and Catherine E. Tucker3. Conjoint AnalysisOlivier ToubiaPart II Classical Econometrics 4. Time-Series Models of Short-Run and Long-Run Marketing ImpactMarnik G. Dekimpe and Dominique M. Hanssens5. Panel Data Methods in Marketing ResearchNatalie Mizik and Eugene Pavlov 6. Causal Inference in Marketing ApplicationsPeter E. RossiPart III Discrete Choice Modeling7. Modeling Choice Processes in MarketingJohn Roberts and Denzil G. Fiebig8. Bayesian EconometricsGreg M. Allenby and Peter E. Rossi9. Structural Models in MarketingPradeep K. ChintaguntaPart IV Latent Structure Analysis 10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scalingDawn IacobucciPart V Machine Learning and Big Data 11. Machine Learning and MarketingDaria Dzyabura and Hema Yoganarasimhan12. Big Data AnalyticsAsim Ansari and Yang LiPart VI Generalizations and Optimizations13. Meta Analysis in MarketingDonald R. Lehmann 14. Marketing Optimization MethodsMurali K. Mantrala and Vamsi K. KanuriCase Studies and ApplicationsPart VII Case Studies and Applications in Marketing Management15. Industry Applications of Conjoint AnalysisVithala R. Rao16. How time series econometrics helped Inofec quantify online and offline funnel progression and reallocate marketing budgets for higher profitsKoen Pauwels17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing ActivitiesNatalie Mizik and Robert Jacobson18. A Nested Logit Model for Product and Transaction-Type Choice Planning Automakers’ Pricing and PromotionsJorge Silva-Risso, Deirdre Borrego and Irina Ionova19. Visualizing Asymmetric Competitive Market Structure in Large MarketsDaniel M. Ringel and Bernd Skiera20. User Profiling in Display AdvertisingMichael Trusov and Liye Ma21. Dynamic Optimization for Marketing Budget Allocation at BayerMarc Fischer and Sönke AlbersPart VIII Case Studies and Applications in Public Policy22. Consumer (Mis)Behavior and Public Policy InterventionKlaus Wertenbroch23. Nudging Healthy Choices with the 4Ps Framework for Behavior ChangeZoë Chance, Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash 24. Field Experimentation: Promoting Environmentally Friendly Consumer BehaviorNoah J. Goldstein and Ashley N. Angulo25. Regulation and Online Advertising MarketsAvi Goldfarb26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property CrimeKeiko I. Powers27. Applying Structural Models in a Public Policy ContextPaulo Albuquerque and Bart J. BronnenbergPart IX Case Studies and Applications in Litigation Support28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in LitigationsRebecca Kirk Fair and Laura O’Laughlin29. Experiments in LitigationJoel H. Steckel30. Conjoint Analysis in LitigationSean Iyer31. Conjoint Analysis: Applications in Antitrust LitigationMichael P. Akemann and Rebecca Reed-Arthurs and J. Douglas Zona32. Feature Valuation Using Equilibrium Conjoint AnalysisJohn R. Howell, Greg M. Allenby and Peter E. Rossi33. Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., DefendantRahul Guha, Darius Onul and Sally Woodhouse34. Consumer Surveys in Trademark Infringement Litigation: FIJI vs. VITI Case StudyT. Christopher Borek and Anjali Oza35. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry’s Homemade, Inc., DefendantAlan G. White and Rene Befurt36. Machine Learning in LitigationVildan Altuglu and Rainer SchwabeIndex