Marketing Research Seminar Series

Wirtschaftsuniversität Wien, Teaching Center TC.5.1814:30 - 16:30

Art Vortrag/Diskussion
Veranstalter Department Marketing
Kontakt lieselotte.aschenbrenner@wu.ac.at

Talk by Xueming Luo, Temple Univer­sity, Phil­adel­phia (US), "Targe­ting and Retar­ge­ting Promo­tions and Machine Learning: Mobile Big Data Analy­tics"

The „Rese­arch Seminar Series“ held by the WU’s Marke­ting Depart­ment helps to connect our Faculty with inter­na­tional scho­lars from the Marke­ting field. They are invited to present their latest rese­arch and discuss the current trends and deve­lop­ments in all major areas of marke­ting. The seminar is open to all WU facul­ties and students.

Abstract: There is a surge of academic and industry inte­rests in big data analy­tics and machine learning. However, for any prudent insights from big data, 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 targe­ting and retar­ge­ting. 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. 

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