Xueming Luo from Fox School of Business at Temple University in Philadelphia held a talk about targeted and retargeted mobile promotions in the course of our Department’s Research Seminar Series. The study he presented integrated randomized field experimental designs with hierarchical Bayesian estimations to identify causal effects of mobile targeting and retargeting. Further, a causal random forest with honest trees, structural hidden markov model, and dynamic trajectory modeling approach was used to detect individual heterogeneity in the causal effects. Using optimization learning augmented with artificial intelligence algorithms the results of the study show how individualized advertising and promotion offers lead to maximized returns and optimal promotion budget spending.

We thank Xueming for his visit, and the inspiring talk and discussions. For information on the upcoming guest speakers at the Research Seminar Series, please check the <link marketing international research-seminar-series>agenda.