Pedro Ferreira and co-authors will present six papers at the annual marketing science conference hosted at the Marshall School of Business, USC. We will present two papers on the welfare properties of recommender systems, two papers on media consumption (on the effect of TSTV and binge watching), one paper on how consumers combine WoM from friends and likes from the crowd to purchase movies and TV shows in a VoD system and another paper on proactive churn management.
Pedro Ferreira delivers a keynote address at the Portuguese annual marketing conference. In this talk he discusses the use of big data in marketing and the need to look for causal effects using A/B testing to appropriately measure the effects of advertising.
Qiwei Han successfully defended his PhD thesis on the impact of search costs in offline environments. In his thesis, Qiwei shows that consumers behave alike in offline and online settings when thinking about what to purchase. In particular, consumers first search for products and only later consider purchasing a product from the consideration set they built during the search stage. Using a randomized field experiment, he shows that search costs affect considerably the search stage but not the purchase stage. Qiwei will join the Nova School of Business in Lisbon as a Post-Doctoral Fellow this summer.
Xiaochen Zhang successfully defended her PhD thesis on the welfare properties of recommender systems. In her thesis, Xiaochen looks at how recommender systems affect consumer surplus and firm profits. She shows that personalization can be used as a tool to extract excessive surplus from consumers just like price discrimination. Xiaochen is joining the Uber Data Science team this summer.
Target the Ego or Target the Group
Hass School of Business, UC Berkeley
Pedro will give a talk on socially-based proactive churn management at the Hass School of Business. In this paper, we show that using social network data in tandem with proactive churn management can reduce churn rates in IT-related services. We discuss results from a large scale randomized field experiment and shed light on the underlying behavioral mechanisms at play in our setting leading to reduced churn rates when the firm reaches out to the friends of likely churners in addition to calling the latter.
Staring January 2017 I am joining the editorial board of Management of Information Systems Quarterly as an Associate Editor. I welcome papers that look at the future of the media industry, in particular those that perform empirical analyses of how and why the industry’s landscape is changing so rapidly in current times. I also welcome papers that perform randomized experiments to identify causal effects and papers that sit at and explore the intersection between field experiments and machine learning.
Staring January 2017 I am joining the editorial board of Information Economics and Policy as an Associate Editor for the media track. I welcome papers that look at the future of the media industry, in particular those that perform empirical analyses of how and why the industry’s landscape is changing so rapidly in current times.
Our paper on the impact of website blocking on the piracy will be presented at WISE 2016. In this paper we show the using DNS blocking reduces piracy but it also leads people to find new ways to circumvent blocks, such as using DNS proxies. Our other paper on the impact of information from friends and from the crowd will also be featured at WISE 2016. In this paper, we show how people combine signals from friends and from the crowd as a function of the price of the product and of how close they are to commit. Number of likes from the crowd seem to be relatively more important closer to purchase although information from friends still plays a significant role in the consumption of more expensive products. Finally, our new paper on the impact of binge on media consumption will also be presented at WISE 2016. In this very preliminary work, we show that the ability to binge increases demand but decreases subsequent subscription rates, potentially because people exhaust catalogs faster when they binge.
Our paper on the impact of website blocking on the piracy will be presented at CIST 2016. In this paper we show the using DNS blocking reduces piracy but it also leads people to find new ways to circumvent blocks, such as using DNS proxies. Our other paper on the impact of information from friends and from the crowd will also be featured at CIST 2016. In this paper, we show how people combine signals from friends and from the crowd as a function of the price of the product and of how close they are to commit.
The Impact of Time Shift TV on TV Consumption
Eller College of Management, University of Arizona
Pedro will give a talk on the impact of time-shift TV and TV consumption at the Eller School of Management. This paper shows that the introduction of time-shift TV does not reduce the consumption of live TV and therefore the concern of advertisers that time-shift TV reduces revenues seems unwarranted. This paper also shows that users do not take advantage of time-shift TV to abandon live ads more often. Read more links to paper on the effect of TSTV on TV consumption and ad-avoidance
H. John Heinz III College
Department of Engineering and Public Policy
3042 Hamburg Hall
Carnegie Mellon University
5000 Forbes Avenue, Pittsburgh, PA 15213
H. John Heinz III College
3004 Hamburg Hall
Carnegie Mellon University
5000 Forbes Avenue
Pittsburgh, PA 15213