Knowledge that Transforms

Greg M. Allenby (“ Identifying Unmet Demand ”; “ The Effect of Media Advertising on Brand Consideration and Choice ”; “ Bayesian Analysis of Hierarchical Effects ”) is the Helen C. Kurtz Chair in Marketing at The Ohio State University. He specializes in the study of economic and statistical issues in marketing. His research deals with developing new insights about consumer behavior from customer data routinely collected by most organizations. These insights are used to develop and improve product development, pricing, promotion, market segmentation, and target marketing activities. He is a fellow of the American Statistical Association, coauthor of Bayesian Statistics and Marketing (Wiley, 2005), and coeditor of Quantitative Marketing and Economics. Masataka Ban (“ The Effect of Media Advertising on Brand Consideration and Choice ”) is a lecturer at the Faculty of Business Administration, Mejiro University (Japan). His research interests involve measuring advertising effectiveness and optimizing media scheduling. Jeff D. Brazell (“ Bayesian Analysis of Hierarchical Effects ”) is the CEO of The Modellers, LLC, based in Salt Lake City. Over the past 20 years, he has held various high-level management positions at several national and international firms, has taught marketing at two universities, and has been extensively involved in researching new quantitative methods. He has a passion for developing new theory and methods that make a real impact in industry—methods that will be used and that drive important decisions. He loves designing and delivering research projects to help clients with their most difficult challenges. Those research interests include projects from such clients as General Motors, American Express, P&G, Citibank, Disney, GE, eBay, IBM, Lucas Arts, Paramount, Purina, Schick, Toyota, and Verizon. He has been blissfully married for nearly 30 years and has three wonderful children. Sandeep R. Chandukala (“ Identifying Unmet Demand ”; “ Bayesian Analysis of Hierarchical Effects ”) joined the Kelley School of Business, Indiana University, as an assistant professor of marketing in 2008. Prior to joining Kelley, he received a Ph.D. in marketing from The Ohio State University. He also has an MBA and M.S. from the University of Texas at Dallas and an M.S. in computer engineering from the University of Minnesota, Minneapolis. His research interests are related to developing quantitative models of consumer behavior using industrial data. In particular, his modeling interests are in understanding and measuring the impact of advertising and proposing new approaches for market segmentation using Bayesian and Markov chain Monte Carlo methods. Keisha M. Cutright (“ Brands: The Opiate of the Nonreligious Masses? ”) is a doctoral candidate at the Fuqua School of Business at Duke University. She studies consumer behavior, with a particular emphasis on consumers' needs for order and structure. She currently has research forthcoming in the Journal of Marketing Research and Marketing Science. Peter J. Danaher (“ Modeling Multivariate Distributions Using Copulas: Applications in Marketing ”; “ Rejoinder—Estimation Issues for Copulas Applied to Marketing Data ”) is the Coles Myer Chair of Marketing and Retailing at the Melbourne Business School in Australia. He was previously at the University of Auckland and has had visiting positions at London Business School, The Wharton School of the University of Pennsylvania, and MIT. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behavior, Internet usage behavior, customer satisfaction measurement, forecasting, and sample surveys. He serves on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the Journal of Service Research. He is also an area editor for the International Journal of Research in Marketing. Jeffrey P. Dotson (“ Bayesian Analysis of Hierarchical Effects ”) is an assistant professor of marketing in the Owen Graduate School of Management at Vanderbilt University. He holds a Ph.D. in marketing from The Ohio State University and master's degrees in statistics and business administration from the University of Utah. His research focuses on the application of Bayesian statistics to a variety of marketing problems, including linking customer and employee satisfaction to firm performance and developing more accurate models of consumer decision making. Yancy D. Edwards (“ Identifying Unmet Demand ”) is an associate professor of marketing at the School of Business at Saint Leo University. He holds a Ph.D. in business administration (marketing) from The Ohio State University. His research involves building models that are more insightful and predictive of consumer behavior, quantifying aspects of consumer behavior using data routinely collected by most organizations, and developing methodologies to aid in estimating marketing models. Tülin Erdem (“ Brands: The Opiate of the Nonreligious Masses? ”) is the Leonard N. Stern Professor of Business and a professor of marketing at the Stern School of Business, New York University. Before joining the Stern School, she was the E. T. Grether Professor of Business Administration at the Haas School of Business, University of California, Berkeley, where she served also as the Marketing Group Chair, Haas Ph.D. Program Director, and the Associate Dean for Research. Her research interests include advertising, branding, choice modeling, consumer decision making under uncertainty, econometric modeling, and pricing. She has published several articles in major field journals and won the Little and Bass awards. She has served as an AE for Marketing Science, the Journal of Consumer Research, and Quantitative Marketing and Economics. She has also served as the ISMS President. Currently, she is serving as the editor for the Journal of Marketing Research. Gavan J. Fitzsimons (“ Brands: The Opiate of the Nonreligious Masses? ”) is the R. David Thomas professor of marketing and psychology at Duke University's Fuqua School of Business. His research focuses on understanding the ways in which consumers may be influenced without their conscious knowledge or awareness by marketers and marketing researchers, often without any intent on the part of the marketer. His ideas have been featured in many popular press outlets such as NPR; CNN; MSNBC; the New York Times; the Financial Times; the Wall Street Journal; Psychology Today; O, The Oprah Magazine; and Time, among many others. He serves as an associate editor for the Journal of Consumer Research. Edward I. George (“ Commentary—A Latent Variable Perspective of Copula Modeling ”) is the Chair of the Department of Statistics and the Universal Furniture Professor at The Wharton School of the University of Pennsylvania. He is a fellow of the American Statistical Association, a fellow of the Institute for Mathematical Statistics, and a member of International Statistical Institute. He has served as President of the International Society for Bayesian Analysis, as executive editor of Statistical Science, and as associate editor of Bayesian Analysis, Biometrika, Journal of the American Statistical Association, and Statistics Surveys. An ISI Highly Cited Researcher, his current research interests include Bayesian analysis, classification and regression tree modeling, model uncertainty, predictive inference, statistical decision theory, and variable selection. Marcel Goić (“ Cross-Market Discounts ”) is a doctoral candidate at the Tepper School of Business, Carnegie Mellon University and an assistant professor at the Department of Industrial Engineering, University of Chile. He previously received a B.S. degree in industrial engineering and a M.S. degree in operations management from the University of Chile. His research interest includes database marketing, decision support systems, and retail management, where he focuses on pricing, assortment, and promotion decisions. Shane T. Jensen (“ Commentary—A Latent Variable Perspective of Copula Modeling ”) is an associate professor of statistics at The Wharton School at the University of Pennsylvania, where he has been teaching since completing his Ph.D. at Harvard University in 2004. He has published over 30 academic papers in statistical and machine learning methodology for a variety of applied areas, including molecular biology, economics, and sports. Kinshuk Jerath (“ Cross-Market Discounts ”) is an assistant professor of marketing at the Tepper School of Business at Carnegie Mellon University. He received a B.Tech. degree in computer science and engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in marketing from The Wharton School of the University of Pennsylvania. His research interests are two-fold—theoretical models that help to obtain deeper understanding of marketing phenomena, especially phenomena related to retailing, and applied statistical models that support marketing analysts and decision makers. His research has appeared in top-tier marketing journals. Zsolt Katona (“ ‘Bricks and Clicks’: The Impact of Product Returns on the Strategies of Multichannel Retailers ”) is an assistant professor of marketing at the Haas School of Business, University of California, Berkeley. He has a Ph.D. in management from INSEAD and earned a Ph.D. in computer science from Eotvos University, Budapest. His current research focuses on understanding the interaction between websites' online advertising strategies. He also studies the role that link structure of social networks plays in word-of-mouth effects and community formation. Previously, he had anal

Neeraj Arora (“ Noncompensatory Dyadic Choices ”) is the John P. Morgridge Chair in Business Administration at University of Wisconsin—Madison, where he also serves as the executive director of the A.C. Nielsen Center for Marketing Research. He has an undergraduate degree in engineering from Delhi University, and an MBA and Ph.D. from the Ohio State University. He serves on the editorial boards of the Journal of Marketing Research, Marketing Science, and the Journal of Marketing. His papers have appeared in the Journal of Marketing Research, Marketing Science, the Journal of Marketing, the Journal of Consumer Research, the International Journal of Research in Marketing, and Marketing Letters. Eric T. Bradlow (“ Foreword—Revisiting the Workshop on Quantitative Marketing and Structural Econometrics ”) is a statistical methodologist and empirical researcher interested in the development of mathematical models of consumer behavior. He is interested in applying mathematical models to unique data structures in marketing, education, psychology, medicine, or whoever will give him interesting data. His wife Laura and three sons Ethan, Zach, and Ben, along with an undying passion for sports, are his greatest joys. Pradeep K. Chintagunta (“ Structural Workshop Paper—Discrete-Choice Models of Consumer Demand in Marketing ”) is the Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at the Booth School of Business, University of Chicago. He is interested in studying the effectiveness of marketing activities in pharmaceutical markets, investigating aspects of technology product markets, studying online and off-line purchase behavior, and analyzing household purchase behavior using scanner data. He graduated from Northwestern University and has also served on the faculty of the Johnson School, Cornell University. Preyas S. Desai (“ Music Downloads and the Flip Side of Digital Rights Management ”) is the Spencer R. Hassell Professor of Business Administration at the Fuqua School of Business, Duke University. His research covers a wide range of topics in marketing strategy, distribution channels, and marketing of durable products. His articles on these topics have appeared in journals such as Marketing Science, Management Science, the Journal of Marketing, the Journal of Marketing Research, and Quantitative Marketing and Economics. He is currently the editor-in-chief of Marketing Science. Jean-Pierre Dubé (“ Foreword—Revisiting the Workshop on Quantitative Marketing and Structural Econometrics ”) is the Sigmund E. Edelstone Professor of Marketing and Robert King Steel Faculty Fellow at the University of Chicago Booth School of Business. He is also a Faculty Research Fellow for the National Bureau of Economic Research (NBER) in the Industrial Organization program. He holds a B.Sc. in quantitative economics from the University of Toronto and a Ph.D. in economics from Northwestern University. He studies empirical quantitative marketing and empirical industrial organization, with specific interests in pricing, advertising, branding, Internet marketing, retailing, and dynamic decision making. Peter Ebbes (“ The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity ”) is a visiting assistant professor of marketing at the Fisher College of Business at the Ohio State University and an assistant professor of marketing at the Smeal College of Business at the Pennsylvania State University. He has an undergraduate degree in econometrics and marketing and obtained a Ph.D. from the University of Groningen. His research focuses on understanding and modeling endogeneity in market response models, and heterogeneity and segmentation in consumer markets. Paul B. Ellickson (“ Structural Workshop Paper—Estimating Discrete Games ”) is an assistant professor of economics and of marketing at the University of Rochester. He received an A.B. in economics and mathematics from the University of California, Berkeley, and a Ph.D. from the Massachusetts Institute of Technology. His research interests lie at the intersection of quantitative marketing and industrial organization, with a focus on using structural modeling to understand the forces that drive strategic interaction and optimal decision making. His research has been published in various academic outlets including the RAND Journal of Economics, the American Economic Review, Marketing Science, Quantitative Marketing and Economics, the International Journal of Industrial Organization, and the Annual Review of Economics. Brett R. Gordon (“ Foreword—Revisiting the Workshop on Quantitative Marketing and Structural Econometrics ”; “ Competitive Strategy for Open Source Software ”) is an associate professor at Columbia Business School. He received his B.S. in information systems and economics and Ph.D. in economics from Carnegie Mellon University. He studies topics in empirical industrial organization and marketing, with a particular interest in how competition impacts firms' pricing and innovation decisions, especially in high-tech markets. More recently, he has examined the effects of competition on advertising in political elections. Wesley Hartmann (“ Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design ”) is an associate professor of marketing at the Stanford Graduate School of Business. He holds a Ph.D. in economics from the University of California, Los Angeles. He is interested in applying and developing econometric techniques to analyze questions relevant to marketing and economics. His current research focuses on dynamic choice contexts, pricing, advertising, social interactions, and targeted marketing. Ty Henderson (“ Noncompensatory Dyadic Choices ”) is an assistant professor at the McCombs School of Business, University of Texas at Austin. He earned his Ph.D. from the University of Wisconsin–Madison after experiencing the dot-com boom at two start-ups. His research interests include sales promotion and branding strategy in the context of public goods, noncompensatory choice, Bayesian econometric methods, and behavioral measurement technologies. His research has appeared in Marketing Science and the Journal of Marketing. Ajay Kalra (“ Understanding Responses to Contradictory Information About Products ”) is a professor of marketing at the Jesse H. Jones Graduate School of Business at Rice University. He received his Ph.D. from Duke University. His current research is oriented toward substantive topics such as communication strategies, sales-force management, and quality assessments. He has published in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing and Journal of Consumer Research, and he has won the O'Dell Award from the Journal of Marketing Research and was a finalist for the John D. C. Little Award. Vineet Kumar (“ Competitive Strategy for Open Source Software ”) is an assistant professor at Harvard Business School. He received his undergraduate degree from the Indian Institute of Technology and completed his master's and doctoral studies at Carnegie Mellon University. His research has focused on understanding consumer and firm choices in industries that are highly influenced by technology. His current interests include investigating how value is created and captured when consumers, with the help of social media technologies, take a leading role in producing valuable user-generated content; he also examines issues including how firms can design and deploy marketing tools to leverage user-generated inputs to cocreate digital products. Shibo Li (“ Understanding Responses to Contradictory Information About Products ”) is an associate professor of marketing at the Kelley School of Business, Indiana University. He received a Ph.D. in industrial administration (marketing) from Carnegie Mellon University. His research interests are consumer dynamics, analytical customer relationship management, interactive marketing, and analytical and empirical analysis of signaling models. He was recognized as a MSI Young Scholar in 2009; received the 2004 John A. Howard AMA Doctoral Dissertation Award, the 2006 CART Research Frontier Award for Innovative Research from Carnegie Mellon University, the 3M Junior Faculty Grant Award from the Kelley School of Business, Indiana University from 2008 to 2010; and was a finalist for the 2004 John D. C. Little Award. Qing Liu (“ Noncompensatory Dyadic Choices ”) is an assistant professor of marketing at the University of Wisconsin–Madison. She received her B.S. degree from the University of Science and Technology of China and her M.S. and Ph.D. in statistics from the Ohio State University. Her research focuses on the application and development of statistical theories and methodology to help solve problems in marketing and marketing research; areas of interest include conjoint analysis, consumer choice, experimental design, and Bayesian methods. Her papers have appeared in Marketing Science, Quantitative Marketing and Economics, and Statistica Sinica. Carl F. Mela (“ Structural Workshop Paper—Data Selection and Procurement ”) is the T. Austin Finch Foundation Professor of Marketing at Duke University. His research focuses on the long-term effects of marketing activity, customer management, the Internet, and new media. His articles have appeared in the Journal of Marketing Research, Marketing Science, the Journal of Marketing, Harvard Business Review, and the Journal of Consumer Research, and they have received or been nominated for more than 20 best paper awards. His home page is located at http://www.duke.edu/~mela . Sanjog Misra (“ Structural Workshop Paper—Estimating Discre

Wilfred Amaldoss (“ Competing for Low-End Markets ”) is a professor of marketing at the Fuqua School of Business of Duke University. He holds an M.B.A. from the Indian Institute of Management (Ahmedabad), and an M.A. (applied economics) and a Ph.D. from the Wharton School of the University of Pennsylvania. His research interests include experimental economics, advertising, pricing, new product development, and social effects in consumption. His recent publications have appeared in Marketing Science, Management Science, the Journal of Marketing Research, the Journal of Economic Behavior and Organization, and the Journal of Mathematical Psychology. Michael Braun (“ Modeling Customer Lifetimes with Multiple Causes of Churn ”) is an associate professor of management science in the marketing group of the MIT Sloan School of Management. The core of his research program is in developing probability models to uncover patterns of customer behavior from complex data structures in business and marketing contexts, and in using those models to address practical marketing and management issues. He has written on, spoken on, and taught about applications of probability models to marketing problems as diverse as forecasting, customer retention, marketing returns on investment, social networking models, segmentation and targeting strategies, and real-time customization of website design. He is also involved in developing efficient Bayesian statistical methods for the analysis of large data sets to meet the needs of managers in an increasingly data-driven marketplace. Tat Y. Chan (“ Measuring the Lifetime Value of Customers Acquired from Google Search Advertising ”) is an associate professor of marketing at the Olin Business School, Washington University in St. Louis. He received his doctoral degree in economics from Yale University. His recent research focuses on the empirical studies of consumer choices and firm competition. His research has appeared in journals such as the RAND Journal of Economics, the Journal of Political Economy, Marketing Science, and the Journal of Marketing Research. Pradeep K. Chintagunta (“ Assessing the Effect of Marketing Investments in a Business Marketing Context ”) is the Robert Law Professor of marketing at the Booth School of Business at the University of Chicago. He graduated from Northwestern University and has also served on the faculty of the Johnson School, Cornell University. He is interested in studying the effectiveness of marketing activities in pharmaceutical markets, investigating aspects of technology product markets, studying online and off-line purchase behavior, and studying the analysis of household purchase behavior using scanner data. Peter J. Danaher (“ The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services ”) is a professor of marketing and econometrics at Monash University in Melbourne, Australia. He has had visiting positions at London Business School, the Wharton School, New York University, and the Massachusetts Institute of Technology. He serves on the editorial boards for the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the Journal of Service Research, and he is also an area editor for the International Journal of Research in Marketing. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behavior, Internet usage behavior, customer satisfaction measurement, forecasting, and sample surveys, resulting in many publications in journals such as the Journal of Marketing Research, Marketing Science, the Journal of Marketing, the Journal of Advertising Research, the Journal of the American Statistical Association, the Journal of Retailing, the Journal of Business and Economic Statistics, and the American Statistician. Daria Dzyabura (“ Active Machine Learning for Consideration Heuristics ”) is a Ph.D. student at the MIT Sloan School of Management. She received an S.B. in mathematics from the Massachusetts Institute of Technology. Her research interests are machine learning, adaptive experimental design, heuristic decision processes, recommendation systems, selling strategies in the presence of self-reflection learning, and consumer response to recalls (analyzed from online textual data). Her earlier papers on cognitive simplicity and unstructured direct elicitation appeared in the Journal of Marketing Research. Skander Essegaier (“ The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services ”) is an associate professor of marketing at Koç University in Istanbul, Turkey. He earned a Ph.D. from Columbia University in New York, an M.S. from the London School of Economics, and a B.A. from ENSAE in Paris. His research has focused on pricing, channels and retailing, and personalization. His work has been published in Marketing Science, the Journal of Marketing Research, Management Science, the Journal of Applied Probabilities, and the SIAM Journal on Control and Optimization. Peter S. Fader (“ New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model ”) is the Frances and Pei-Yuan Chia Professor of Marketing and codirector of the Wharton Interactive Media Initiative at the Wharton School of the University of Pennsylvania. He loves messing around with “buy-till-you-die” models, such as the one developed in this issue. He is delighted that this research area is alive and well 25 years after it was first conceptualized by Schmittlein, Morrison, and Colombo; and he hopes that current and future researchers will continue to buy into it for years to come. Bruce G. S. Hardie (“ New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model ”) is a professor of marketing at the London Business School. His primary research interest lies in the development of data-based models to support marketing analysts and decision makers, with a particular interest in models that are easy to implement. Most of his current projects focus on the development of probability models for customer-base analysis. John R. Hauser (“ Active Machine Learning for Consideration Heuristics ”) is the Kirin Professor of Marketing at the MIT Sloan School of Management, where he teaches new product development, marketing management, competitive marketing strategy, and research methodology. His awards include the Converse Award for contributions to the science of marketing and the Parlin Award for contributions to marketing research. He has consulted for a variety of corporations on product development, sales forecasting, marketing research, voice of the customer, defensive strategy, and R&D management. He is a founder and principal at Applied Marketing Science, Inc., is a former trustee of the Marketing Science Institute, is a fellow of INFORMS and of the INFORMS Society of Marketing Science, and serves on many editorial boards. Raghuram Iyengar (“ The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services ”) is an assistant professor of marketing at the Wharton School of the University of Pennsylvania. He earned his Ph.D. from Columbia University and his B.Tech. from Indian Institute of Technology Kanpur, India. His research focuses on pricing and social networks. His work has been published in Marketing Science, the Journal of Marketing Research, Quantitative Marketing and Economics, and Psychometrika. Kamel Jedidi (“ The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services ”) is the John A. Howard Professor of Marketing at Columbia Business School, Columbia University, New York. He holds a bachelor's degree in economics from the Faculté des Sciences Economiques de Tunis, Tunisia, and master's and Ph.D. degrees in marketing from the Wharton School of the University of Pennsylvania. His substantive research interests include pricing, product design and positioning, diffusion of innovations, market segmentation, and the long-term impact of advertising and promotions; his methodological interests lie in multidimensional scaling, classification, structural equation modeling, and Bayesian and finite-mixture models. He has published extensively in the leading marketing, statistics, and psychometric journals, the most recent of which include the Journal of Marketing Research, Marketing Science, Management Science, and Psychometrika. Kinshuk Jerath (“ Firm Strategies in the ‘Mid Tail’ of Platform-Based Retailing” ; “ New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model ”) is an assistant professor of marketing at the Tepper School of Business at Carnegie Mellon University. He received a B.Tech. degree in computer science and engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in marketing from the Wharton School of the University of Pennsylvania. His research interests are twofold: theoretical models that help to obtain deeper understanding of marketing phenomena, especially phenomena related to retailing, and applied statistical models that support marketing analysts and decision makers. His research has appeared in top-tier marketing journals such as Marketing Science, Management Science, the Journal of Marketing Research, and the Journal of Interactive Marketing. Baojun Jiang (“ Firm Strategies in the ‘Mid Tail’ of Platform-Based Retailing ”) is an assistant professor of marketing at the Olin Business School at the Washington University in St. Louis. He received a B.A. in economics and physics from Grinnell College, an M.S. in physics and an M.S. in electrical engineering from Stanford University, an M.B.A. from th

Sönke Albers (“ Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities ”) is a newly appointed professor of marketing and innovation and Dean of Research at Kühne Logistics University in Hamburg, Germany. He holds a Ph.D. in operations research from the University of Hamburg, and his research interests lie in the areas of marketing planning and sales management. He is a fellow of the European Marketing Academy and served as president of the German Academic Association for Business Research, which comprises nearly all 1,800 business professors in Germany, Austria, and Switzerland. Greg M. Allenby (“ Testing Models of Strategic Behavior Characterized by Conditional Likelihoods ”) is the Helen C. Kurtz Chair in Marketing at the Ohio State University. His research deals with developing new insights about consumer behavior from customer data routinely collected by most organizations; these insights are used to develop and improve product development, pricing, promotion, market segmentation, and target marketing activities. He is a fellow of the American Statistical Association, coauthor of Bayesian Statistics and Marketing (Wiley 2005), and coeditor of Quantitative Marketing and Economics. Joep Arts (“ Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression ”) is an assistant professor in the marketing department, VU University Amsterdam, specializing in research and teaching on innovation diffusion, return on marketing, and word of mouth. He joined the VU University Amsterdam to obtain a Ph.D. in marketing under the supervision of Professor R. T. Frambach; during his Ph.D. work, he was as a visiting scholar at the University of Southern California, where he worked as a managing director for the Center for Global Innovation. In 2007, he cofounded his own company, Oxyme. Randolph E. Bucklin (“ Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits? ”) is the Peter W. Mullin Professor at the UCLA Anderson School, where he has been on the faculty since 1988. He holds a Ph.D. in business (marketing), an M.S. in statistics from Stanford University, and an A.B. in economics from Harvard University. His research interests are in the quantitative analysis of customer behavior, and he specializes in models using historical records of customer transactions from scanner and Internet data. Peter J. Danaher (“ Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways ”) is a professor of marketing and econometrics of the Department of Marketing at Monash University; he was previously the Coles Myer Chair of Marketing and Retailing at the Melbourne Business School in Australia. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behavior, Internet usage behavior, customer satisfaction measurement, forecasting, and sample surveys. He serves on the editorial boards for the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the Journal of Service Research and is also an area editor for the International Journal of Research in Marketing. Eric (Er) Fang (“ The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades ”) is an assistant professor of marketing and the James F. Towey Faculty Fellow of the College of Business at the University of Illinois at Urbana–Champaign. His research focuses on marketing strategy, innovation, and relationship marketing and has appeared in Marketing Science, the Journal of Marketing, the Journal of Marketing Research, Organization Science, and the Journal of International Business Studies, among others. He received the MSI Young Scholar Award in 2010 and AMA SERVSIG best paper award in 2009. Marc Fischer (“ Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities ”) holds the Chair of Marketing and Market Research at the University of Cologne, Germany. His expertise includes the measurement and management of marketing performance, brand management, and the optimization of the marketing mix. His research appears in journals such as Marketing Science, the Journal of Marketing Research, Quantitative Marketing and Economics, and Interfaces. Monika Frie (“ Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities ”) is the head of Global Business Support at Bayer Schering Pharma. She serves internal clients with expertise in marketing and sales excellence, market research, competitive intelligence, and digital marketing. She obtained her Ph.D. in chemistry at the Leibniz University of Hannover and worked in various national and international positions in research, sales, and marketing. Timothy J. Gilbride (“ Testing Models of Strategic Behavior Characterized by Conditional Likelihoods ”) is an associate professor of marketing in the Mendoza College of Business at the University of Notre Dame. He has an undergraduate degree in economics from the University of Dayton and master's and Ph.D. degrees in marketing from the Ohio State University. His research interests focus on the application of Bayesian statistical methods to investigate marketing problems, particularly in the areas of consumer choice, modeling heterogeneity, and managerial decision models. Kinshuk Jerath (“ A ‘Position Paradox’ in Sponsored Search Auctions ”) is an assistant professor of marketing at the Tepper School of Business at Carnegie Mellon University. He received a B.Tech. degree in computer science and engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in marketing from The Wharton School of the University of Pennsylvania. His research interests are twofold—theoretical models that help to obtain deeper understanding of marketing phenomena, especially phenomena related to retailing, and applied statistical models that support marketing analysts and decision makers. Yuanchun Jiang (“ Optimizing E-tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles ”) is a Ph.D. student at the Institute of Electronic Commerce, School of Management, Hefei University of Technology. He is currently a visiting Ph.D. student in the Joseph M. Katz Graduate School of Business at the University of Pittsburgh. He has published papers in journals such as Decision Support Systems, Expert Systems with Applications, and Knowledge-Based Systems. Chris F. Kemerer (“ Optimizing E-tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles ”) is the David M. Roderick Professor of Information Systems and a professor of business administration at the Joseph M. Katz Graduate School of Business, University of Pittsburgh. He received his Ph.D. in systems sciences (information systems) from Carnegie Mellon University. He has published more than 60 papers in journals such as Management Science, Information Systems Research, MIS Quarterly, IEEE Transactions on Software Engineering, Communications of the ACM, and Sloan Management Review. V. Kumar (“ Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales ”) is the Richard and Susan Lenny Distinguished Chair Professor of Marketing, executive director of the Center for Excellence in Brand & Customer Management, and director, Ph.D. Program in Marketing, at the J. Mack Robinson College of Business, Georgia State University. He has been recognized with over 25 teaching and research excellence awards, including seven lifetime achievement awards. He has published over 150 articles and books, including Managing Customers for Profit, Customer Lifetime Value: The Path to Profitability, and Customer Relationship Management: A Databased Approach. Yezheng Liu (“ Optimizing E-tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles ”) is a professor of electronic commerce, School of Management, Hefei University of Technology. He received his Ph.D. in management science and engineering from Hefei University of Technology. He has published papers in journals such as Decision Support Systems, Expert Systems with Applications, Knowledge-Based Systems, and the International Journal of Knowledge and Systems Sciences. Liye Ma (“ A ‘Position Paradox’ in Sponsored Search Auctions ”) is a doctoral candidate at the Tepper School of Business at Carnegie Mellon University. He received a B.Eng. degree in computer science from Tsinghua University and an Sc.M. degree in computer science from Brown University. His research focuses on technology-enabled dynamic marketing interactions, primarily within the context of the Internet and social media, using both theoretical and empirical models. Dina Mayzlin (“ Uninformative Advertising as an Invitation to Search ”) is an associate professor of marketing at the Yale School of Management. Her research focuses on social interactions (such as word of mouth)—in particular, on what roles the firm can play to manage these interactions—and her other interests include issues relating to advertising and sales compensation. Her papers have appeared in Marketing Science and the Journal of Marketing Research and have won the Frank M. Bass Award and the William F. O'Dell Award. Leigh McAlister (“ A Dynamic Model of the Effect of Online Communications on Firm Sales ”) is the Ed and Molly Smith Chair in Business Administration at the McCombs School of Business, University of Texas at Austin. She received her Ph.D. from Stanford University and served on the faculties of University of Washin

Greg M. Allenby (“ Multiple-Constraint Choice Models with Corner and Interior Solutions ”) is the Helen C. Kurtz Chair in Marketing at Ohio State University. He specializes in the study of economic and statistical issues in marketing. His research deals with developing insights about consumer behavior from customer data routinely collected by most organizations. These insights are used to develop and improve product development, pricing, promotion, market segmentation, and target marketing activities. He is a fellow of the American Statistical Association, coauthor of Bayesian Statistics and Marketing (Wiley, 2005), and coeditor of Quantitative Marketing and Economics. André Bonfrer (“ Scalable Inference of Customer Similarities from Interactions Data Using Dirichlet Processes ”) is a professor of marketing at the School of Management, Marketing and International Business, Australian National University. He holds a Ph.D. degree in business and an MBA from the Graduate School of Business, University of Chicago. His research interests are in developing and applying econometric models in a variety of marketing science applications, focusing predominately on areas such as market response modeling, database marketing, retailing, telecommunications, advertising, and pricing. Michael Braun (“ Scalable Inference of Customer Similarities from Interactions Data Using Dirichlet Processes ”) is the Homer A. Burnell (1928) Career Development Professor and assistant professor of management science at the MIT Sloan School of Management. The core of his research program is in developing probability models to uncover patterns of customer behavior from complex data structures in business and marketing contexts, and in using those models to address practical marketing and management issues. He has written on, spoken on, and taught about applications of probability models to marketing problems as diverse as forecasting, customer retention, marketing returns on investment, social networking models, segmentation and targeting strategies, and real-time customization of website design. He also involved in developing efficient Bayesian statistical methods for the analysis of large data sets to meet the needs of managers in an increasingly data-driven marketplace. Jason A. Duan (“ Commentary—Reexamining Bayesian Model-Comparison Evidence of Cross-Brand Pass-Through ”) is an assistant professor of marketing at the McCombs School of Business, University of Texas at Austin. He received his Ph.D. in statistics and master's in economics from Duke University, and he was a postdoctoral research associate at the School of Management, Yale University before joining the University of Texas at Austin. His research interests are in the quantitative marketing areas, including structural and Bayesian statistical models. His research has appeared in academic journals such as Biometrika and the Journal of Marketing Research. Pushan Dutt (“ Crisis and Consumption Smoothing ”) is an associate professor of economics and political science at INSEAD, Singapore. He holds a Ph.D. in economics from New York University, a master's in economics from the Delhi School of Economics, and a bachelor's in economics from Presidency College, Kolkata. His research interests include economic development, international trade, and international finance. His work lies at the intersection of politics, institutions, and international economics. Avi Goldfarb (“ Online Display Advertising: Targeting and Obtrusiveness” ; “ Rejoinder—Implications of ‘Online Display Advertising: Targeting and Obtrusiveness’ ”) is an associate professor of marketing at the Rotman School of Management, University of Toronto. He received his Ph.D. from Northwestern University. His research primarily explores the impact of information technology on marketing, on universities, and on the economy. Other research examines brand value estimation and behavioral modeling in industrial organization. Sachin Gupta (“ A Regime-Switching Model of Cyclical Category Buying ”) is a professor of marketing and the Henrietta Johnson Louis Professor of Management at the Johnson Graduate School of Management at Cornell University. He received his Ph.D. from Cornell as well. His earlier papers have been honored with the O'Dell Award and the Paul Green Award of the American Marketing Association, and he is also the recipient of several teaching awards. Andreas Herrmann (“ Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts ”) is a professor of marketing and director of the Center for Customer Insight at the University of St. Gallen, Switzerland. Steve Hillmer (“ Efficient Methods for Sampling Responses from Large-Scale Qualitative Data ”) is a professor in decision sciences at the School of Business, University of Kansas. He received his Ph.D. from the University of Wisconsin–Madison. His research has appeared in scholarly journals such as the Journal of the American Statistical Association, Journal of Financial Economics, Journal of Business and Economic Statistics, Applied Statistics, and Survey Methodology. Jaehwan Kim (“ Multiple-Constraint Choice Models with Corner and Interior Solutions ”) is an associate professor of marketing at the Korea University Business School in Seoul. He holds BBA (business) and MBA degrees from Korea University, an M.S. in statistics from the University of Iowa, and a Ph.D. in marketing from Ohio State University. His research is basically in model building for understanding market demand. He loves to talk about modeling research issues with his students and colleagues, especially at the “Modeling Lunch” seminar every Thursday. Aparna A. Labroo (“ Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts ”) is an associate professor of marketing and the Robert King Steel Faculty Fellow at the Booth School of Business, University of Chicago. Jan R. Landwehr (“ Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts ”) is an assistant professor of marketing at the University of St. Gallen, Switzerland. He holds a diploma degree in psychology from the University of Wuerzburg, Germany, and a Ph.D. in marketing from the University of St. Gallen, Switzerland. Leonard M. Lodish (“ Commentary—When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness ”) is the Samuel R. Harrell Professor; a professor of marketing; vice dean, Program for Social Impact; and leader and cofounder of the Global Consulting Practicum (GCP) at the Wharton School of the University of Pennsylvania. Mitchell J. Lovett (“ The Seeds of Negativity: Knowledge and Money ”) is an assistant professor of marketing at the University of Rochester, Simon Graduate School of Business. He received a Ph.D. in business administration from Duke University and an MBA from Boise State University. His research interests include advertising, targeted marketing, consumer learning, consumer decisions under uncertainty, and political marketing. Andrea M. Matwyshyn (“ Commentary—Discussion of ‘Online Display Advertising: Targeting and Obtrusiveness’ by Avi Goldfarb and Catherine Tucker ”) is an assistant professor in the Legal Studies and Business Ethics Department at the Wharton School of the University of Pennsylvania. She holds a Ph.D. and J.D. with honors from Northwestern University. She is a leading legal scholar in the fields of corporate data security, consumer information privacy, and the technology implications of contract law. Leigh McAlister (“ Commentary—Reexamining Bayesian Model-Comparison Evidence of Cross-Brand Pass-Through ”) is the Ed and Molly Smith Chair in Business Administration at the McCombs School of Business, University of Texas at Austin. She received her Ph.D. from Stanford University and served on the faculties of the University of Washington and the Massachusetts Institute of Technology before joining the University of Texas at Austin. Long associated with the Marketing Science Institute, she served there most recently as executive director. Her work with packaged goods manufacturers and grocery retailers influences her research and also motivated her collaboration with Barbara Kahn on the book Grocery Revolution: The New Focus on the Consumer. She strongly favors rigorous research that has managerial relevance. Carl F. Mela (“ A Dynamic Model of Sponsored Search Advertising ”) is the T. Austin Finch Foundation Professor of Marketing at Duke University, where he teaches brand management and the marketing core. His research focuses on the long-term effects of marketing activity, customer management, the Internet, and new media. His articles have appeared in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, and Journal of Consumer Research, and they have received or been nominated for more than 20 best paper awards. His home page is located at http://www.duke.edu/∼mela . V. Padmanabhan (“ Crisis and Consumption Smoothing ”) is the John H. Loudon Professor of International Management at INSEAD, Singapore. His research has generated numerous honors, including recognition as among the top 10 most influential papers published in the 50 years of publication of Management Science (1954–2004). His current research interests include the implications of economic crises, business opportunities and challenges in developing economies, and social networks. Sungho Park (“ A Regime-Switching Model of Cyclical Category Buying ”) is an assistant professor of marketing at the

Sinan Aral (“ Commentary—Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion ”) is a faculty member in the Information, Operations and Management Sciences Department of the New York University Stern School of Business and affiliated faculty at the Massachusetts Institute of Technology (MIT). He is a Phi Beta Kappa graduate of Northwestern University and holds master's degrees from the London School of Economics and Harvard University as well as a Ph.D. from MIT. He studies how behavioral contagions spread through social networks—from products to productivity to public health—by analyzing how the distribution and movement of information inside firms impacts information worker productivity; how information diffusion in massive online social networks influences demand patterns, consumer e-commerce behaviors, and word-of-mouth marketing; and how investments in IT capital and complementary intangible assets combine to create productivity and business value benefits for firms. His research has won numerous awards. Neeraj Arora (“ Efficient Choice Designs for a Consider-Then-Choose Model ”) is the John P. Morgridge Chair in Business Administration at the University of Wisconsin–Madison, where he also serves as the Executive Director of the A.C. Nielsen Center for Marketing Research. He has an undergraduate degree in engineering from Delhi University, and an MBA and Ph.D. from The Ohio State University. He serves on the editorial boards of Journal of Marketing Research and Marketing Science. His papers have appeared in the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Marketing, International Journal of Research in Marketing, and Marketing Letters. Nuno Camacho (“ Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning About Drug Quality ”) is a doctoral student in marketing at the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands). His research interests include behavioral modeling (i.e., building econometric models to study individual and joint consumer decision processes) and behavioral economics applied to marketing. In terms of substantive focus, he is working on topics in the life sciences industry and is interested in new product adoption, cross-cultural differences, and social influences in decision making. Nicholas A. Christakis (“ Commentary—Contagion in Prescribing Behavior Among Networks of Doctors ”) is an internist and social scientist who conducts research on social factors that affect health, health care, and longevity. He is a professor of medical sociology in the Department of Health Care Policy at Harvard Medical School, a professor of medicine in the Department of Medicine at Harvard Medical School, and a professor of sociology in the Department of Sociology in the Harvard Faculty of Arts and Sciences. In 2009, he was named one of the 100 most influential people in the world by Time magazine. Bas Donkers (“ Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning About Drug Quality ”) is an associate professor of marketing at the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands). His research interests are in behavioral modeling with a specific focus on individual decision making. Applications include, among others, charitable giving, search behavior, and patient preferences. His work has been published in Marketing Science, the Journal of Marketing Research, and the International Journal of Research in Marketing. James H. Fowler (“ Commentary—Contagion in Prescribing Behavior Among Networks of Doctors ”) is a social scientist whose work lies at the intersection of the natural and social sciences. His primary areas of research are social networks, behavioral economics, evolutionary game theory, political participation, cooperation, and genopolitics (the study of the genetic basis of political behavior). He is a professor in the School of Medicine and the Division of Social Sciences at the University of California, San Diego. For 2010–2011, he has been named a fellow of the John Simon Guggenheim Foundation. David Godes (“ Commentary—Invited Comment on ‘Opinion Leadership and Social Contagion in New Product Diffusion’ ”) is an associate professor in the Marketing Department at the Robert H. Smith School of Business, University of Maryland. Prior to joining the University of Maryland, he taught at Harvard Business School. He received a B.S. in economics at the University of Pennsylvania and an S.M. and Ph.D. in management science from the Massachusetts Institute of Technology. His research interests include word-of-mouth communication, social networks, media competition, and sales management. Raghuram Iyengar (“ Opinion Leadership and Social Contagion in New Product Diffusion ”; “Rejoinder—Further Reflections on Studying Social Influence in New Product Diffusion ”; “Tricked by Truncation: Spurious Duration Dependence and Social Contagion in Hazard Models ”) is an assistant professor of marketing at The Wharton School of the University of Pennsylvania. He earned his Ph.D. from Columbia University and his B.Tech. from IIT Kanpur, India. His research focuses on social networks, new product diffusion, and pricing. Anja Lambrecht (“ Stuck in the Adoption Funnel: The Effect of Interruptions in the Adoption Process on Usage ”) is an assistant professor of marketing at the London Business School. She received her Ph.D. from Goethe-University, Frankfurt, Germany. Her research interests lie in firms' nonlinear pricing strategies, how consumers choose and use under nonlinear pricing plans, and how consumers adopt new service technologies. Qing Liu (“ Efficient Choice Designs for a Consider-Then-Choose Model ”) is an assistant professor of marketing at the University of Wisconsin–Madison. She received her B.S. degree from the University of Science and Technology of China, and her M.S. and Ph.D. in statistics from The Ohio State University. Her research focuses on the application and development of statistical theories and methodology to help solve problems in marketing and marketing research; areas of interest include conjoint analysis, consumer choice, experimental design, and Bayesian methods. Her papers have appeared in Marketing Science, Quantitative Marketing and Economics, and Statistica Sinica. Vishal Narayan (“ How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism ”) is an assistant professor of marketing at the Johnson School at Cornell University. He holds a Ph.D. in marketing from the Stern School of Business, New York University, and an MBA degree from the Indian Institute of Management, Lucknow, India. His research interests include understanding how social interactions affect market outcomes. He applies Bayesian econometric methods to study consumer and firm behavior. Vithala R. Rao (“ How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism ”) is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Cornell University. He holds a Ph.D. in applied economics/marketing from The Wharton School of the University of Pennsylvania. He has published more than 100 papers on topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition, and linking branding strategies to financial performance; his current work includes peer influence, competitive bundling, dynamic attribute trade-offs, and trade promotions. He received several awards, including the 2008 Charles Coolidge Parlin Marketing Research Award, presented by the American Marketing Association and the American Marketing Association Foundation, recognizing his “outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.” Oliver J. Rutz (“ The Evolution of Internal Market Structure ”) is an assistant professor of marketing at the Yale School of Management, New Haven, where he researches and lectures on online marketing with an emphasis on paid search management. He received his Ph.D. in marketing from UCLA Anderson in 2007. He won the 2007 EMAC best dissertation paper award and honorable mention in the 2007 Alden G. Clayton Doctoral Dissertation Proposal Competition. He is a member of the Handelsblatt-Management-Forum, a bimonthly international academic panel in Germany's leading business and financial newspaper. Carolyne Saunders (“ How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism ”) is a Ph.D. student in marketing at the Johnson Graduate School of Management at Cornell University. She holds an M.Sc. in economics and business research from the University of Groningen, The Netherlands, and a B.A. (Hons) in economics from the University of Cambridge, United Kingdom. Her research interests include quantitative analysis of consumer behavior and theoretical and empirical modeling of new product development. Katja Seim (“ Stuck in the Adoption Funnel: The Effect of Interruptions in the Adoption Process on Usage ”) is an assistant professor of business and public policy at The Wharton School of the University of Pennsylvania. She received her Ph.D. in economics from Yale University. Her research interests lie in the empirical analysis of competitive behavior, including firms' product introduction and entry decisions, nonlinear pricing, and the adoption of new technologies. Dmitry Shapiro (“ Profitability of the Name-Your-Own-Price Channel in the Case of Risk-Averse Buyers ”) is an assist

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