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.
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, November 10, Noon ET - Samsun Knight (Toronto)
Abstract: We estimate the heterogeneity of TV advertising effectiveness across store characteristics and advertising levels using a large-scale panel of 135 US retail and restaurant brands, and then use these estimates to assess strategies for improving TV advertising performance. We find that only 48% to 56% of brands exhibit diminishing marginal returns at median advertising levels, suggesting that simply reducing ad expenditure across-the-board may not reliably lead to higher marginal effectiveness. We find significant heterogeneity in TV advertising elasticity across characteristics for over 93% of brands, but show that firms' observed allocations generally fail to fully exploit this estimated heterogeneity and instead covary much more closely with simple heuristics. For example, we find that firms tend to advertise in areas where they already have high revenue, rather than in the areas estimated to have the highest incremental revenue from advertising. We project that brands could improve ad lift by a median 2.35 percentage points (relative to <0.5% median baseline ad lift) and earn tens of millions in additional revenue under identical-budget reallocations that better leverage this heterogeneity, and that 14-16 percentage points of brands with negative return-on-investment (ROI) from TV advertising could achieve positive ROI through such reallocations.
Monday, November 17, Noon ET - Ashesh Rambachan (MIT)
Monday, December 1, Noon ET - Eric Bradlow (Wharton)
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