Managing Customer Acquisition Risk Using Co-operative Databases.

Posted on by Nancy White

Journal of Interactive Marketing, Volume 29, February 2015, Pages 39-56.

Authors: Hongju Liu and Joseph Pancras (Marketing). Co-author: Malcolm Houtz (Alliant Inc)

Firms typically have detailed information only about their own customers. In order to gain a broader view of customers across firms, several firms may pool their data together and engage an intermediary called a co-operative database firm to manage and analyze the pooled data to provide better targeting solutions for the firms. In this paper Professors Liu and Pancras study these interesting intermediaries by developing a framework for firms to manage customer acquisition risk using co-operative databases.Continue Reading

Investigating the Impact of Customer Stochasticity on Firm Price Discrimination Strategies using a New Bayesian Mixture Scale Heterogeneity Model

Posted on by Nancy White

Marketing Letters, 2015, 1-16.

Joseph Pancras (Marketing) and Dipak K. Dey (Statistics) Co-author: Xia Wang (University of Cincinnati)

Targeted marketing is increasingly popular among new media firms and accurate targeting requires well-calibrated statistical models which will identify customer preferences from their previous historical transactions so as to customize an offering to their needs. A typical example of such targeted marketing is customized pricing, where a price sensitive customer is given a coupon with a higher face value, while a less price sensitive or brand loyal customer may be given a lower face value or no coupon at all. Continue Reading

New MBA Case Study Tackles Trillion Dollar Changes in Mutual Fund Distribution Channels

Posted on by Nancy White

cash flow

Mutual funds are a core element of retirement and investment plans, representing roughly $1 of every $5 held in the bank or financial accounts of US households. In April, MBA students in Professor Mary Caravella’s MBA Marketing classes analyzed how mutual fund products from the roughly 800 fund companies in the industry currently reach the roughly 57 million households who own them, and then debated how one market leader, Capital Group/American Funds, should address some potential profound market forces affecting their retail go-to-market strategy. Continue Reading

Coaches, Leading and Talent

Posted on by John Elliott

Some may not like sports as a metaphor for life, and if you fall in that category, you might want to stop here.  But I think it can be useful, and I want to talk about three examples in sport and draw inferences to life.

I am the dean of the business school at UConn, so not surprisingly, I cite our Geno Auriemma as an example of leadership of the highest order.  Geno has coached the women’s basketball team since 1985 and, in the process, has garnered 10 NCAA championships. His championship record is unsurpassed among women’s coaches, and tied with legendary UCLA men’s coach John Wooden.  Geno headlines the “Geno Auriemma UConn Leadership Conference’’ and invariably talks about his experiences as a coach, and the teams he has been privileged to train. Continue Reading

MSBAPM Among Top 2015 Predictive Analytics Programs

Posted on by Anna Radziwillowicz

Predictive Analytics Today – According to a McKinsey Global Institute report, by 2018, the United States alone could face a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts with data science knowledge for the analysis of big data to make effective decisions. UConn’s MS in Business Analytics and Project Management (MSBAPM) is among Predictive Analytics Today‘s top (unranked) Predictive Analytics and Data Analytics programs, which provide training both in management and data analytics.

Smart Pricing Strategies for Generating Higher Conversions

Posted on by Melissa Ferrigno

Marketing Profs – Consumers are sensitive to the text size of discounted prices on price tags and product advertisements,  according to researchers Keith Coulter and Robin Coulter from Clark University and the University of Connecticut, respectively. They found that consumers perceive price to be significantly lower when the reduced price is printed in a smaller font than that of the original price.

Thrive or Falter?

Posted on by Claire Hall

emotional intelligence

UConn Professor Finds that ‘Emotional Intelligence’ May Determine Whether Young Managers Succeed

UConn Management Professor Yuntao Dong and two of her colleagues believe they may have uncovered possible reasons why some young managers thrive in challenging new jobs, while others become frustrated and discouraged.

In an article published on the Harvard Business Review web site, Dong and her colleagues revealed the findings of their research that analyzed the “emotional intelligence” of 214 study participants. While all were highly intelligent, some of them were identified as having a better ability to deal with frustration, uncertainty and other challenges associated with new, demanding tasks.Continue Reading

Brand Ambassador Experience

Posted on by Nancy White

Marketing Society Members Act as Brand Ambassadors for US POLO ASSN.

by Robert O’Gara, Chief Organization Officer, UConn Marketing Society

This academic year the UConn Marketing Society involved its members through guest speakers, meetings, and community involvement. The Marketing Society brings together students who are interested in marketing and want to learn more about the “real world” experiences from professionals in the field opening up opportunities for learning, networking, internships, and careers.Continue Reading