Valeria Stourm is an Assistant Professor at HEC Paris since 2016. She currently works on two streams of research related to loyalty programs and consumer privacy. The first stream provides insights into emerging types of loyalty programs using empirical models of consumer behavior, and explores how to refine loyalty programs by taking into account their societal impact. The second stream focuses on how firms which rely on marketing analytics (often from loyalty program data) can strategically react to recent changes in privacy regulations and concerns. She has also published on how to better price online display advertising to encourage more effective and less annoying ads.
Stourm's research has been published in Journal of Marketing Research, International Journal of Research in Marketing, and Marketing Letters. Her work has earned prestigious recognitions: her publication “Stockpiling Points in Linear Loyalty Programs” was the winner of AMA's 2016 Donald R. Lehmann Award for “outstanding dissertation-based article published in Journal of Marketing Research ”, was Finalist for the 2015 Paul E. Green Award, and was Finalist for the 2020 Weitz-Winer-O'Dell Award for "the article in the Journal of Marketing Research that has made the most significant long-term contribution to marketing theory, methodology, and/or practice". She also received honorable mentions for the AMA Mathew Joseph Emerging Scholar Award (2015) and the MSI Alden G. Clayton Doctoral Dissertation Proposal Award (2015), and her other work in progress has also been selected as Finalist for the MSI 2018-2020 Research Priorities Working Paper Competition.
Professor Stourm teaches marketing analytics courses at HEC's Grand Ecole and Doctoral programs. She has worked in digital media research at Yahoo! Marketplace Architecture, in investment banking at Morgan Stanley in New York, and in investment management and executive consulting. Before joining HEC, she completed her PhD at the Wharton School, University of Pennsylvania.
CV of Valeria Stourm
Click the upper-right corner to download
The Research tab contains my academic research publications, summary slides, and news coverage.
Google Scholar profile: https://scholar.google.fr/citations?user=Zgv0WW0AAAAJ&hl=en&oi=ao
1. Stockpiling Points in Linear Loyalty Programs
Stourm, Valeria, Eric T. Bradlow, and Peter S. Fader (2015 ), “Stockpiling Points in Linear Loyalty Programs," Journal of Marketing Research, 52 (2 ), 253 -267 .
Winner of the 2016 Donald R. Lehmann Award for the best dissertation based paper published in the past two years in Journal of Marketing Research.
Finalist for the 2016 Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research.
Finalist for the 2020 Weitz-Winer-O'Dell Award for the article in the Journal of Marketing Research that has made the most significant long-term contribution to marketing theory, methodology, and/or practice.
Below you can access:
A PDF copy of the publication
Summary presentation slides from a research seminar at HEC Paris.
A letter of support for the 2020 Weitz-Winer-O'Dell Award describing the origins, evolution, and impact of the publication.
2. Incorporating hidden costs of annoying ads in display auctions
Stourm, Valeria and Eric Bax (2017 ), “Incorporating hidden costs of annoying ads in display auctions." Volume 34, International Journal of Research in Marketing, p 622-640.
PDF copy of publication
Summary presentation slides (of an earlier draft) from a research seminar at Wharton.
3. Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm
Stourm, Valeria, Scott Neslin, Eric T. Bradlow, Els Breugelmans, So Yeon Chun, Pedro Gardete, P.K. Kannan, Praveen Kopalle, Young-Hoon Park, David Restrepo Amariles, Raphael Thomadsen, Yuping Liu-Thompkins, Rajkumar Venkatesan (2020) Marketing Letters, published online June 2, 2020.
Access the paper at: https://rdcu.be/b4y12
UNPUBLISHED RESEARCH (WORKING PAPERS)
1. Market positioning using cross-reward effects in a coalition loyalty program
Stourm, Valeria, Eric T. Bradlow and Peter S. Fader (2017)
This paper is based on the second chapter of my dissertation. It is available at SSRN: http://ssrn.com/abstract=3075129
This paper was Finalist for the MSI 2018-2020 Research Priorities Working Paper Competition.
MEDIA COVERAGE OF RESEARCH
HEC Data Day 2019
Knowledge @ Wharton
“How Brands Can Build Better Loyalty Programs"
Knowledge @ HEC
Inaugural issue called "Analytics in the era of big data: opportunities and challenges", April 2017
Summary of Media Coverage for "Stockpiling Points in Linear Loyalty Programs"
Knowledge@Wharton, How Brands Can Build Better Loyalty Programs – June 30, 2015
Knowledge@HEC, Why consumers stockpile rather than spend loyalty-program points – April 10, 2017