marketing analytics

How to Market a Product’s Unexpected Benefit
WADHWA, Monica | CHATTOPADHYAY, Amitava | KIM, Christine | WANG, Wenbo

Every so often, a company learns that its product has unanticipated additional benefits. For instance, the brand StriVectin found that their stretch-mark cream also had a powerful anti-wrinkle effect. Unexpected benefits might see ...

Harbingers of Failure

Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that th ...

Harbingers of Product Failure (and Success)

Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that th ...

Harbingers of Failure
ANDERSON, Eric T | LIN, Song | SIMESTER, Duncan | TUCKER, Catherine

Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that th ...

Under Pressure: Consumers’ Responses to Context-based Marketing
KAWAGUCHI, Kohei | UETAKE, Kosuke | WANATABE, Yasutora

Consumer demographics, product attributes, and purchase history has long been at the heart of marketing communications. That said, with the rise of big data and real-time consumer information, more attention has been paid recently ...