Valeria Stourm is an Assistant Professor at HEC Paris. Her research focuses on customer behavior in loyalty programs, the sharing economy, and the intersection between customer-level marketing analytics with privacy, environmental sustainability and inequality. She has also published work on digital advertising.
Her research has earned prestigious recognitions: she won AMA's 2016 Donald R. Lehmann Award for “outstanding dissertation-based article published in Journal of Marketing Research ”, and was finalist for the 2015 Paul E. Green Award and 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". Her research was also selected as finalist for the Marketing Science Institute 2018-2020 Research Priorities Working Paper Competition. Her work on the intersection of marketing analytics in loyalty programs with privacy, sustainability and inequality was selected to be published from the selective 11th Triennial Choice Symposium in 2019.
Valeria's has also been honored with teaching recognitions: in recognition of her significant innovations in pedagogy, she received the HEC Foundation's school-wide teaching innovation prize, the Prix Bruno Roux de Bezieux pour l'Initiative Pédagogique in 2022. The award was granted unanimously by a jury of HEC Alumni.
She holds a PhD in Marketing, and MS and BS from the Wharton School at the University of Pennsylvania.
You can read her most recent publication here:
CV of Valeria Stourm
Click the upper-right corner to download
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.
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 early draft)
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
4. Cross-Reward Effects in a Coalition Loyalty Program: The Impact of a Point Currency Devaluation
Stourm, Valeria and Eric T. Bradlow (2022) International Journal of Research in Marketing, forthcoming.
HEC Data Day 2019
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
Media coverage for "Cross-Reward Effects in a Coalition Loyalty Program: The Impact of a Point Currency Devaluation"