Marketing

A Hidden Markov Model of Customer Relationship Dynamics: DSA ADS Course - 2023

DSA ADS Course - 2023

Discuss enabling marketers to dynamically segment their customer base and to examine methods by which the firm can alter long-term buying behavior.

Discuss dynamics of customer relationships using typical transaction data.

The proposed method/model permits not only capturing the dynamics of customer relationships, but also incorporating the effect of the sequence of customer-firm encounters on the dynamics of customer relationships and the subsequent buying behavior.

A/B Testing for Marketing Optimization

DSA ADS Course - 2022

A/B Testing

Discuss A/B testing, A/B testing fallacies, marketing optimization, cost-benefit analysis, forecasting, resource allocation, scenario planning, behavioral science and behavioral economics.

What if A/B testing methods are highly inaccurate and biased? What are potential costs of A/B testing inaccuracies seriously distorting marketing optimization and effective resource allocation?

Discuss methods and techniques to mitigate risks of serious A/B testing inaccuracies and suboptimal marketing strategies and tactics.

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