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Geodemographic drivers of store-level demand and marketing mix sensitivities 店铺需求的地理驱动因素和营销组合敏感性
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-03-04 DOI: 10.1057/s41270-024-00289-z

Abstract

We study changes in marketing mix sensitivities in the United States following the Great Recession using weekly scanner data from 2010 representing 16,294 stores (9,900 food stores, 3,185 mass merchandisers, and 3,209 drug stores). We estimate baseline category sales and the dependence of category demand on marketing activities (price, display and feature). We then relate the store-level demand to geodemographic characteristics of stores’ zip codes, accounting for local competitive intensity faced by stores. We find that as the percentage of college educated consumers in a store’s zip code increases, category sales increase and price sensitivity of the store decreases (regardless of store format). Median income of the store’s zip code explains most of the observed variation in estimated price sensitivities across stores. We find that a majority of stores are underpricing cereal, coffee and cola, i.e., pricing lower than what the optimal mark-ups implied by their price elasticities would suggest.

摘要 我们利用 2010 年代表 16294 家商店(9900 家食品店、3185 家量贩店和 3209 家药店)的每周扫描仪数据,研究了大衰退后美国营销组合敏感性的变化。我们估算了基准品类销售额以及品类需求对营销活动(价格、陈列和特色)的依赖程度。然后,我们将商店层面的需求与商店邮政编码的地理特征联系起来,以考虑商店所面临的当地竞争强度。我们发现,随着商店所在邮政编码中受过大学教育的消费者比例增加,品类销售额增加,商店对价格的敏感度降低(与商店形式无关)。商店所在邮政编码的收入中位数解释了所观察到的不同商店价格敏感度估计值之间的大部分差异。我们发现,大多数商店对谷物、咖啡和可乐的定价偏低,即定价低于其价格弹性所隐含的最优加价。
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引用次数: 0
Data-driven budget allocation of retail media by ad product, funnel metric, and brand size 按广告产品、漏斗指标和品牌规模对零售媒体进行数据驱动的预算分配
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-03-01 DOI: 10.1057/s41270-024-00294-2
Vivian Qin, Koen Pauwels, Bobby Zhou

Sellers on online marketplaces such as Amazon.com use a variety of retail and retail media advertising services to improve their brand performance, including awareness, consideration, and revenue. But how can they measure their progress and drive these metrics? For 122,000 brands, we measure Amazon shoppers’ brand awareness, consideration, and purchases and test how they change with ad and retail actions. Furthermore, we compare these brands’ past media mix with the recommended allocation based on the model’s coefficients. We find that new product launches and upper-funnel retail media advertising are particularly effective for small brands. Medium-sized and large brands benefit most from lower-funnel advertising. For the funnel stages, all three metrics benefit from the number of new reviews, % discount, negative keywords, and geo-reach campaigns. These results are robust across different product categories, but we find notable differences in how upper- and middle-funnel ad products succeed in driving sales.

亚马逊网站等在线市场上的卖家使用各种零售和零售媒体广告服务来提高品牌业绩,包括知名度、考虑度和收入。但他们如何衡量自己的进展并推动这些指标的实现呢?针对 122,000 个品牌,我们测量了亚马逊购物者的品牌认知度、考虑度和购买量,并测试了它们如何随广告和零售行动而变化。此外,我们还将这些品牌过去的媒体组合与基于模型系数的推荐分配进行了比较。我们发现,新产品发布和上层渠道零售媒体广告对小品牌尤为有效。中型和大型品牌则从下漏斗广告中获益最多。在漏斗阶段,所有三个指标都能从新评论数量、折扣百分比、否定关键词和地理推广活动中获益。在不同的产品类别中,这些结果都是稳健的,但我们发现上层和中层漏斗广告产品在促进销售方面存在明显差异。
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引用次数: 0
What postpones degree completion? Discovering key predictors of undergraduate degree completion through explainable artificial intelligence (XAI) 是什么推迟了学位的完成?通过可解释人工智能(XAI)发现本科学位完成的关键预测因素
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-28 DOI: 10.1057/s41270-024-00290-6
Burak Cankaya, Robin Roberts, Stephanie Douglas, Rachel Vigness, Asil Oztekin

The timing of degree completion for students taking post-secondary courses has been a constant source of angst for administrators wanting the best outcomes for their students. Most methods for predicting student degree completion extensions are completed by analog methods using human effort to analyze data. The majority of data analysis reporting of degree completion extension variables and impacts has, for decades, been done manually. Administrators primarily forecast the factors based on their expertise and intuition to evaluate implications and repercussions. The variables are large, varied, and situational to each individual and complex. We used machine learning (automated processes using predictive algorithms) to predict undergraduate extensions for at least 2 years beyond a standard 4 years to complete a bachelor's degree. The study builds a machine learning-based education understanding XAI model (ED-XAI) to examine students’ dependent and independent variables and accurately predict/explain degree extension. The study utilized Random Forest, Support Vector Machines, and Deep Learning Machine learning algorithms. XAI used Information Fusion, SHapley Additive exPlanations (SHAP), and Local Interpretable Model-Agnostic Explanations (LIME) models to explain the findings of the Machine Learning models. The ED-XAI model explained multiple scenarios and discovered variables influencing students’ degree completion linked to their status and funding source. The Random Forest model gave supreme predictive results with 89.1% Mean ROC, 71.6% Overall Precision, 86% Overall Recall, and 71.6% In-class Precision. The educational information system introduced in this study has significant implications for accurate variables reporting and impacts on degree extensions leading to successful degree completions minimally reported in higher education marketing analytics research.

对于希望学生获得最佳结果的管理者来说,学生完成中学后课程的时间安排一直是个令人苦恼的问题。大多数预测学生学位完成延期的方法都是通过模拟方法,利用人力来分析数据完成的。几十年来,有关学位完成延期的变量和影响的大部分数据分析报告都是人工完成的。管理人员主要根据自己的专业知识和直觉来预测这些因素,以评估其影响和反响。这些变量数量大、种类多、因人而异、情况复杂。我们使用机器学习(使用预测算法的自动化流程)来预测本科生在标准 4 年完成学士学位后至少延长 2 年的时间。该研究建立了一个基于机器学习的教育理解 XAI 模型(ED-XAI),以检查学生的因变量和自变量,并准确预测/解释学位延期。研究采用了随机森林、支持向量机和深度学习机器学习算法。XAI 使用信息融合、SHAPLE Additive exPlanations (SHAP) 和 Local Interpretable Model-Agnostic Explanations (LIME) 模型来解释机器学习模型的结论。ED-XAI 模型解释了多种情况,并发现了与学生身份和资金来源相关的影响学生完成学位的变量。随机森林模型的平均 ROC 为 89.1%,总体精确率为 71.6%,总体召回率为 86%,类内精确率为 71.6%,预测结果极佳。本研究中引入的教育信息系统对准确的变量报告和学位延期的影响具有重要意义,而高等教育营销分析研究中很少有关于成功完成学位的报道。
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引用次数: 0
Research trends in market intelligence: a review through a data-driven quantitative approach 市场情报的研究趋势:通过数据驱动的定量方法进行审查
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-28 DOI: 10.1057/s41270-023-00285-9
Mostofa Wahid Soykoth, Woojong Sim, Sydney Frederick

The exponential growth of data-driven decision-making in modern business stimulates the gravity of market intelligence (MI) in both industry and academia. Consequently, the field of MI has been significantly influenced by a substantial body of literature over the past few decades. The study makes a scholarly contribution by carefully analyzing the previous literature and plotting relevant research constituents. Employing a bibliometric lens to 293 articles, we found a notable increase in the number of publications over last few decades. The United Kingdom, followed by the United States, received the most attention as a region in the MI literature; however, the most prolific institution is located in Sweden. Besides, a detailed keyword analysis takes the study to the next level, identifying six key research themes, including ‘strategic decision intelligence,’ ‘marketing and sales,’ ‘entrepreneurial dynamics and emerging markets,’ ‘strategic navigations in dynamic environments,’ ‘holistic product development, research and innovation,’ and ‘information systems and knowledge management,’ and 13 future research questions. The study lends a hand to researchers providing a statistical and visual summary of MI’s scholarly status, future research direction, and marketing analytics practitioners by offering insights on implementing MI in a holistic and efficient marketing decision-support system.

现代商业中数据驱动决策的指数级增长激发了市场情报(MI)在产业界和学术界的引力。因此,过去几十年来,大量文献对市场情报领域产生了重大影响。本研究通过仔细分析以往的文献并绘制相关研究构成图,做出了学术贡献。通过对 293 篇文章进行文献计量学透视,我们发现过去几十年来发表的论文数量明显增加。在管理信息系统文献中,最受关注的地区是英国,其次是美国;但是,发表论文最多的机构是瑞典。此外,详细的关键词分析使研究更上一层楼,确定了六个关键研究主题,包括 "战略决策情报"、"市场营销与销售"、"创业动力与新兴市场"、"动态环境中的战略导航"、"整体产品开发、研究与创新"、"信息系统与知识管理",以及 13 个未来研究问题。本研究为研究人员提供了有关管理信息系统的学术地位、未来研究方向的统计和可视化总结,并为营销分析从业人员提供了在全面、高效的营销决策支持系统中实施管理信息系统的见解。
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引用次数: 0
The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices 政治争议期间感知到的品牌全球化对消费者态度影响的调节作用:遵循营销分析最佳实践的三项相互关联的研究
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-22 DOI: 10.1057/s41270-024-00291-5

Abstract

The purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212) tests the moderating role of PBG among these relationships. Study 3 (N = 126) tests the moderating role of PBG for a service brand and adds the mediating role of self-congruity. We followed marketing analytics best practices to examine causal effects of manipulated stimuli. We also examined the psychometric characteristics of the data-collection tool and tested direct relationships between variables. Additionally, we used percentile bootstrap confidence intervals, with PROCESS-Macro, to test mediating effects in the theoretical model. The studies include moderating analyses and analysis of variance. The results show that the association of a brand with a conflicting political belief negatively influences perceived self-congruity, which leads to an unfavourable attitude and, in turn, to a lower buying intention. Presenting a brand as global mitigates such unfavourable effects. The moderating effect of PBG is confirmed for a tangible product and for a service brand.

摘要 本研究旨在检验感知品牌全球化(PBG)对消费者对与政治信仰冲突相关的品牌的不利态度和购买意向的调节作用。共进行了三项研究。研究 1(N = 228)探讨了与政治信仰冲突相关的品牌对消费者态度和购买意向的影响。研究 2(N = 212)测试了 PBG 在这些关系中的调节作用。研究 3(N = 126)测试了 PBG 对服务品牌的调节作用,并增加了自我一致性的中介作用。我们遵循营销分析的最佳实践来检验操纵刺激的因果效应。我们还检查了数据收集工具的心理测量特性,并测试了变量之间的直接关系。此外,我们还使用 PROCESS-Macro 的百分位引导置信区间来检验理论模型中的中介效应。研究包括调节分析和方差分析。结果表明,品牌与政治信仰冲突的关联会对感知到的自我一致性产生负面影响,从而导致负面态度,进而降低购买意向。而将品牌表现为全球性则会减轻这种不利影响。有形产品和服务品牌都证实了 PBG 的调节作用。
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引用次数: 0
Analysing user-generated content in sports events through the lens of the Spain brand 从西班牙品牌角度分析体育赛事中的用户生成内容
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-15 DOI: 10.1057/s41270-023-00286-8
Inés Kuster, Natalia Vila-Lopez, Elísabet Mora, María Isabel P. Riquelme Martínez

This study explores the UGC of two international sports events related to a country to analyse: (1) the way that two international sports events-related UGC vary across different social media, (2) the types of UGC, and (3) the differences in the social media use in different countries. Using the word Spain and hashtags of XLI Marathon Valencia 2022 and Davis Cup 2022, 16,820 posts were obtained. Using frequencies, χ2 tests, sentiment analysis, and content analysis, results show (1) the prominent use of social media in both events, (2) different profiles between non-professionals and professionals, (3) predominant negative UGC in more professional content, and (4) the sentiment geolocation. Based on these results, it is possible to recommend considering the potential of each social network, analysing the profile of those who are active in the masses and trying to explain and transform those negative comments that can damage not only the image of the event but also of the country where it is held. Additionally, it is essential to underline the importance of rigorous and systematic social media study.

本研究探讨了与一个国家有关的两个国际体育赛事的 UGC,以分析:(1) 两个国际体育赛事相关的 UGC 在不同社交媒体上的差异;(2) UGC 的类型;(3) 不同国家在社交媒体使用上的差异。使用 "西班牙 "一词和 "2022 年第四十一届巴伦西亚马拉松赛 "和 "2022 年戴维斯杯 "的标签,共获得 16 820 条帖子。通过使用频率、χ2 检验、情感分析和内容分析,结果显示:(1) 社交媒体在这两项赛事中的使用非常突出;(2) 非专业人员和专业人员的情况不同;(3) 在更专业的内容中,负面的 UGC 占主导地位;(4) 情感的地理位置。基于这些结果,可以建议考虑每个社交网络的潜力,分析那些活跃在大众中的人的特征,并尝试解释和转变那些不仅会损害活动形象,而且会损害举办国形象的负面评论。此外,有必要强调对社交媒体进行严格、系统研究的重要性。
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引用次数: 0
When and how digital novel technologies matter to firm marketing performance 数字新技术何时以及如何影响企业营销业绩
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-12 DOI: 10.1057/s41270-024-00288-0
Itzhak Gnizy

Adoption of digital novel technologies (DNT) is an important phenomenon faced by managers that is attracting emergent research attention. Although previous research establishes that DNT in general enhance business performance, more recent theorizing suggests that this may not always be the case. Notwithstanding, researchers have paid little attention to contingency conditions that may affect the strength and nature of the relationship between DNT and marketing performance. By examining organizational factors that moderate the DNT–performance relationship, this study explores types of firm for which DNT are particularly beneficial. Based on survey data from firms and empirical analyses, findings indicate that firms pursuing agility and digital business transformation strategies are in a favorable position to achieve better performance when adopting DNT. Additionally, the DNT–performance link is stronger for smaller, product-based firms, regardless from B2B/B2C sectors. The study sheds light on the vision of Industry 4.0 transition with implications for academics. Executives evaluating the adequacy of DNT adoption should consider certain contingencies advanced in this research.

数字新技术(DNT)的采用是管理者面临的一个重要现象,正在引起越来越多的研究关注。尽管以往的研究表明,数字新技术总体上能提高企业绩效,但最近的理论研究表明,情况并非总是如此。尽管如此,研究人员却很少关注可能影响 DNT 与营销绩效之间关系的强度和性质的偶然条件。本研究通过考察调节 DNT 与绩效关系的组织因素,探讨了 DNT 对哪些类型的企业特别有益。基于对企业的调查数据和实证分析,研究结果表明,追求敏捷性和数字化业务转型战略的企业在采用 DNT 时能取得更好的绩效。此外,对于规模较小、以产品为基础的企业来说,无论其属于 B2B 还是 B2C 行业,采用 DNT 与业绩的联系都更为紧密。这项研究揭示了工业 4.0 转型的愿景,并对学术界产生了影响。企业高管在评估是否充分采用 DNT 时,应考虑本研究提出的某些意外情况。
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引用次数: 0
Hey ChatGPT: an examination of ChatGPT prompts in marketing 嘿,ChatGPT:研究市场营销中的 ChatGPT 提示语
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-02-05 DOI: 10.1057/s41270-023-00284-w
Wondwesen Tafesse, Bronwyn Wood

Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing prompts—text inputs created by marketers to guide LLMs in generating desired outputs. By combining insights from the marketing literature and the latest research on LLMs, the study develops a conceptual framework around three key features of marketing prompts: prompt domain (the specific marketing actions that the prompts target), prompt appeal (the intended output of the prompts being informative or emotional), and prompt format (the intended output of the prompts being generic or contextual). The study collected hundreds of marketing prompt templates shared on X (formerly Twitter) and analyzed them using a combination of natural language processing techniques and descriptive statistics. The findings indicate that the prompt templates target a wide range of marketing domains—about 16 altogether. Likewise, the findings indicate that most of the marketing prompts are designed to generate informative output (as opposed to emotionally engaging output). Further, the findings indicate that the marketing prompts are designed to generate a balanced mix of generic and contextual output. The study further finds that the use of prompt appeal and prompt format differs by prompt domain.

市场营销是大型语言模型(LLM)(如 ChatGPT)的实际应用领域之一。本研究探讨了营销提示--营销人员为引导 LLM 生成所需的输出而创建的文本输入。本研究将营销文献中的见解与有关 LLMs 的最新研究相结合,围绕营销提示的三个关键特征建立了一个概念框架:提示领域(提示所针对的特定营销行为)、提示吸引力(提示的预期输出是信息性的还是情感性的)以及提示格式(提示的预期输出是通用的还是语境性的)。研究收集了 X(前 Twitter)上共享的数百个营销提示模板,并结合自然语言处理技术和描述性统计对其进行了分析。研究结果表明,这些提示模板针对的营销领域范围很广,共约 16 个。同样,研究结果表明,大多数营销提示旨在产生信息输出(而不是情感输出)。此外,研究结果表明,营销提示的设计旨在产生通用和情境产出的平衡组合。研究还发现,提示语诉求和提示语格式的使用因提示语领域而异。
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引用次数: 0
Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework 企业对企业(B2B)销售流程中的人工智能:概念框架
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-01-27 DOI: 10.1057/s41270-023-00287-7
Michael Rodriguez, Robert Peterson

The present study introduces a conceptual framework to explore sales professionals’ use of artificial intelligence (AI) in the sales process. The author explores AI’s impact and its relationships with specific outcomes within the sales process. The study first explores the embryonic artificial intelligence literature on sales to measure sales professionals’ perceptions of AI by conducting a content analysis. Based on the results, 79 studies were found on AI and sales, with only 13 specifically looking at the business-to-business sales process. Given the newness of AI, this is a dire need to dive deeper into the use of AI in the B2B sales process. A content analysis from the scant literature and data from 62 sales professionals was performed to conceptually develop a framework proposing AI’s impact on several outcomes: sales process effectiveness, administrative efficiency, and performance with customers.

本研究引入了一个概念框架,以探讨销售专业人员在销售过程中使用人工智能(AI)的情况。作者探讨了人工智能的影响及其与销售过程中特定结果之间的关系。研究首先探讨了有关销售的人工智能文献雏形,通过内容分析来衡量销售专业人员对人工智能的看法。结果发现,有 79 篇关于人工智能与销售的研究,其中只有 13 篇专门研究了企业对企业的销售流程。鉴于人工智能的新颖性,我们亟需深入研究人工智能在 B2B 销售流程中的应用。我们从稀缺的文献和 62 位销售专业人士的数据中进行了内容分析,从概念上建立了一个框架,提出了人工智能对以下几种结果的影响:销售流程的有效性、管理效率以及与客户的关系。
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引用次数: 0
The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective 品牌目的权益驱动因素的基础理论方法:实践者的视角
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2024-01-27 DOI: 10.1057/s41270-023-00277-9

Abstract

The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still identify the value of a brand purpose, and there is no theory or concept around this point. In this sense, this research aims to map the theory related to the value of a brand purpose from data analyzed systematically that could reveal the related phenomenon and its relations. An exploratory study of an inductive nature was carried out using Grounded Theory with specialists (practitioners) in marketing. The Atlas. Ti 23 software was selected to carry out the analyses in this study. After completing the open, axial, and selective coding phases, the core phenomenon was identified and entitled brand purpose equity (BPE). Four subcategories of BPE were classified: activists, inspirational, differentiators, and identity creators, suggesting that BPE is a multidimensional construct. This is the first study that offers an exploratory conceptual framework to conceptualize and create a theoretical basis for the value of brand purpose. In this sense, this research paves the way for building the brand purpose value theory and a measurement prototype scale, in addition to allowing the identification of antecedents and consequences of the brand purpose and its impacts on brand equity, representing advances and fundamentals for the development of models and empirical evidence of improvement in this area.

摘要 品牌目的是企业考虑和应用的一个相关新概念。然而,现有的研究主要是孤立的案例研究,强调其作为价值和品牌识别生成器的应用证据。还没有研究确定品牌目的的价值,也没有围绕这一点的理论或概念。从这个意义上说,本研究旨在从系统分析的数据中绘制与品牌目的价值相关的理论图,从而揭示相关现象及其关系。本研究采用基础理论(Grounded Theory),与市场营销专家(从业人员)共同开展了一项归纳性质的探索性研究。使用 Atlas.Ti 23 软件进行分析。在完成开放、轴向和选择性编码阶段后,确定了核心现象,并将其命名为品牌目的权益(BPE)。BPE 被划分为四个子类别:积极分子、激励者、差异化者和身份创造者,这表明 BPE 是一个多维度的建构。这是第一项提供探索性概念框架的研究,它为品牌目的价值的概念化奠定了理论基础。从这个意义上说,这项研究为建立品牌目的价值理论和测量原型量表铺平了道路,此外还可以确定品牌目的的前因后果及其对品牌资产的影响,是这一领域模型开发和实证改进的进步和基础。
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引用次数: 0
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Journal of Marketing Analytics
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