Abstract

We advance an empiricalstrategy aiming at measuring synergistic effects of online platforms fortargeted advertising along the consumer-purchase funnel. Gauging meaningfulinteraction effects between activities on different platforms and withindifferent parts of the purchase funnel is very challenging. This is due to (a)the presence of the potential “activity biases” (Lewis et al., 2011) where themost active users end up being targeted more frequently on different platformsand (b) “rare outcomes” indicating that ultimate conversion rates arenegligible. We tackle these issues by a combination of tools in theepidemiology and machine learning literature comprising (a) case-control designto match retrospectively users showing a similar level of activity and (b)post-regularized choice models, proved to be effective even in the presence ofrare outcomes. Our empirical analysis finds that targeting across platforms hasa positive synergistic effect on the ultimate conversion for consumers at thelower funnel, but there is no measurable effect for the upper funnel consumers.In addition, the main effect of targeting on social media is positively relatedto the ultimate conversions for users in the early stage but has no incrementalimpact when consumers move down to the lower funnel. These point to thepresence of an intricate pattern of complementarities between social media andtraditional content portals along the consumer purchase funnel.

Time

2021-01-06（周三） 09:00-11:00

Speaker

Dr. Ran(Alan) Zhang is an assistant professor at Department of InformationSystems, City University of Hong Kong. His research interests lie at theintersection of IS and Marketing. His current research primarily focuses onbusiness data analytics, economics of digitization, digital markets and digitalplatforms, healthcare services, and pricing and bundling strategy. His workshave been accepted in the MIS Quarterly and international conferenceproceedings including ICIS, HICSS, CIST, and AMCIS. He has obtained severalreputational research grants from Hong Kong Research Grants Council andMarketing Science Institute. Dr. Zhang has taught courses including BusinessData Analytics, Blockchain Design and Application, Database Design andManagement, Business Intelligence, and IT management at both undergraduate andpostgraduate levels. Prior to joining academics, Dr. Zhang has worked as asystem analyst in the IT industry in China and in the United States.

Venue

Zoom会议室ID:93367973552

密码：123456