This is an open online academic seminar focusing on topics related to quantitative marketing.
The schedule is available as a Google calendar and you can sign up to receive updates here.Â
Please contact the organizers at virtualquantmark@googlegroups.com if you have any questions.
The Zoom link for all of the talks is: https://upenn.zoom.us/j/93394346729?pwd=SoVXVesbltpYbQxo9tbbPF6YgopDl3.1
We will post some recordings of talks at this channel and a full list of previous talks is available here.
Monday, March 2, Noon ET - Matt McGranaghan (Delaware)
Temporary Premium Benefits on a Multi-Channel Platform: Effects on Engagement and Monetization (with Zachary Nolan)
Abstract: In this paper, we study how temporary premium benefits affect user behavior on a multi-channel social livestreaming platform. We collect novel user-level panel data which captures viewership, chat engagement, and subscription purchases across popular creator channels on the platform. To estimate causal effects, we leverage quasi-exogenous variation in the allocation of premium benefits together with double-robust machine learning. The average benefit recipient increases time spent on the platform by more than three hours during the benefit period, and is 11% more likely to use the platform's chat feature. These behavioral effects are persistent for three months after the benefit period ends, and spill over to other creators on the platform. In the short run, temporary benefits cannibalize paid subscriptions to the channel where they apply, but generate more than offsetting increases in subscriptions to other channels. In the long run, benefit recipients have a greater propensity to subscribe to all observed channels. Subscription spillover effects are largest among heavy platform users who engage less with the channel where benefits apply, suggesting that targeting users outside their preferred content areas can generate cross-channel spillovers while mitigating cannibalization. We use our treatment effect estimates within a multi-objective optimization framework to investigate how platforms can target promotional access to temporary premium benefits to balance different, potentially competing, objectives.
Monday, March 16, Noon ET - Caio Waisman (Kellogg)
Monday, March 30, Noon ET - Xinrong Zhu (Imperial)
Monday, April 6, Noon ET - Eric Schwartz (Michigan)
Monday, April 13, Noon ET - Ayelet Israeli (HBS)
Monday, May 4, Noon ET - Xu Zhang (LBS)
Monday May 11, Noon ET - Dante Donati (Columbia)
The seminars will last for 60 minutes with less formal conversation afterwards.
45 minutes of presentation
15 minutes of discussion.
Optional: speaker stays in Zoom for less formal conversation after the talk.
We also often invite additional panelists with expertise relevant to the talk to ask questions during the talk.
Please email the organizers if you'd like to be considered for a seminar talk. Please include an extended abstract or a working paper.
Yufeng Huang (Rochester), Zhenling Jiang (Wharton UPenn), Emaad Manzoor (Cornell), Olivia Natan (Berkeley), Hortense Fong (Columbia), Avner Strulov-Shlain (Booth)
Founding team: Dean Eckles (MIT Sloan), Andrey Fradkin (BU Questrom), Ayelet Israeli (HBS), Andrey Simonov (CBS), Raluca Ursu (NYU Stern)
virtualquantmark@googlegroups.com