European Quant Marketing Workshop

Supported by EMAC's Quantitative Marketing SIG and Center for Retailing at Stockholm School of Economics.

Program Spring 2024

Speaker: Robert Rooderkerk, Rotterdam School of Management, Erasmus University Rotterdam
Date/time: April 24, 2024, 15:00 – 16:30 CEST/ET. 8:00 – 9:30
Title: Winning at the Marketing-Operations Interface in Omnichannel Retail

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Abstract
In an evolving marketplace, where omnichannel retail has witnessed enormous growth in recent years, how can retailers prioritize sustainability alongside the ongoing challenge of balancing marketing effectiveness and operational efficiency? This workshop discusses the tension that arises at the marketing-operations interface in omnichannel retail by presenting some of the key challenges. Drawing from real-world examples, this session focuses on the evolving role of physical stores in an omnichannel world, serving as the catalyst for profitable, frictionless, and sustainable customer journeys.

About the speaker
Robert Rooderkerk is Associate Professor of Operations Management at the Rotterdam School of Management (RSM). His research addresses retail operations challenges at the marketing-operations interface. He is particularly interested in research questions related to assortment, product lines, and fulfillment. He is interested in both empirical and conceptual research. His empirical work integrates insights from psychology and consumer behavior with techniques from econometrics and operations research. His conceptual work focuses on how new technologies, data sources, advanced analytics, and business models are reshaping the global retail landscape. His work has appeared in, for example, California Management Review, Harvard Business Review, Journal of Interactive Marketing, Journal of Marketing Research (JMR), Marketing Letters, Marketing Science, and Production and Operations Management. He is a recipient of the Dutch Marketing Science award and a finalist for the Paul Green award (JMR). He serves as a reviewer for several top journals in marketing, management, operations management, and operations research. His research has been covered by national and international newspapers, Dutch radio and tv, the Dutch Consumer Reports magazine, and BBC’s Capital blog. He is the Academic Director of the MScBA Business Analytics & Management (ranked #20 in the world) at RSM, and the Academic Director of the Retail Analytics expertise area at the Erasmus Centre for Data Analytics. He regularly advises companies on matters including assortment and product line optimization, retail analytics, and omnichannel retail. He is also a popular speaker on these topics. His teaching interests center on (omnichannel) retail operations, the marketing-operations interface, empirical research methods, and consumer decision making. He has taught to both small and large audiences, ranging from the undergraduate to the (Exec) MBA and Ph.D. level, and is the recipient of several teaching awards.

Contact

All questions, suggestions, and feedback are welcomed. Please send me an email:

Choungprayoon, Tanetpong
PhD Student
Department of Marketing and Strategy
Center for Data Analytics

Previous Workshops (2022-2023)

Center for Retailing

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Previous workshops spring 2024

Speaker: Koen Pauwels, Northeastern University
Date/time: March 22, 2024, 15:00-16:30 CET/9:00-10:30 EST
Title: What Marketing can Learn from Privacy-Respecting Data

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Abstract
How can marketers navigate an era where privacy concerns are paramount and regulations like GDPR, along with google disabling third-party cookie challenge traditional marketing practices? This workshop discusses the potential of aggregate-level data analysis in contrast to individual-level tracking data and methods. It encourages thinking about how marketing researchers can use aggregate data to gain more insights without the customer-level data. The session suggests how marketing strategies can adapt, using broader data sets for impactful decision-making while adhering to new privacy standards.

About the speaker
Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative. Koen's European positions include Adjunct Professor at BI Norwegian Business School, and Visiting Professor at Vrije Universiteit Amsterdam. For 4.5 years, he was Principal Research Scientist at Amazon Ads, with brand building and budget allocation recommendations reaching hundreds of thousands of advertisers. Koen received his Ph.D. from UCLA, where he was chosen Top 100 Inspirational Alumnus. After getting tenure at the Tuck School of Business at Dartmouth, he helped build the startup Ozyegin University in Istanbul. Named a worldwide top 2% scientist, and 'The Best Marketing Academic on the Planet', Koen published over 100 articles on marketing effectiveness. This research was awarded by managers (Google, WPP and Syntec), academics (O'Dell, Davidson, and Varadarajan) and both (Gary Lilien ISMS-MSI-EMAC Practice Prize). Koen is the incoming editor-in-chief of the International Journal of Research in Marketing, and Associate Editor for the Journal of Marketing, the Journal of Consumer Research, and the Journal of Interactive Marketing. His books include 'Modeling Markets' and 'Advanced Methods for Modeling Markets' for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers.

Speaker: Kathleen (Kathy) Li, McCombs School of Business, University of Texas at Austin
Date/time: February 29, 2024, 15:00-16:30 CET/ 9:30 – 11:00 ET.
Title: Causal Inference in Marketing: Learning from Quasi-experiments.

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Abstract
Marketing researchers are interested in understanding causal relationships in a variety of contexts. While randomized experiments are the gold standard for establishing causality, they are often not feasible. In such cases, marketing researchers can leverage quasi-experimental data and methods to still establish causality. In the last two decades, there has been a renaissance in the development and improvement of quasi-experimental methods for understanding causal relationships. In this presentation, I will present an overview of recent developments in the quasi-experimental methods and their marketing applications. Specifically, I will focus on my contributions to the literature including developing the inference for popular methods such as the synthetic control method and the factor model methods (aka the generalized synthetic control method) and proposing new methods such as the Augmented Difference-in-Differences method and Forward Difference-in-Differences method. I will also discuss how to formally check identifying assumptions and how to choose the appropriate quasi-experimental method based on the data characteristics of the research problem.

About the speaker
Kathleen (Kathy) Li is an Assistant Professor in the Department of Marketing at The University of Texas at Austin’s McCombs School of Business. In the methodological stream of her research, she develops and improves cutting-edge causal inference methods for evaluating marketing and policy interventions and develops the theory necessary for inference. The substantive stream of her research lies in emergent consumer behavior on the internet and its interaction with the offline environment, and how this affects patterns of demand for different products. Both research streams are reflected in her dissertation, “Three Essays on Estimating Average Treatment Effects in Quasi-Experimental Panel Data.” Her research has been published in top marketing and statistics journals, including Marketing Science, Management Science, Journal of Marketing Research, Journal of the American Statistical Association, and Journal of Econometrics.

Target
This workshop series aims to help PhD students, junior researchers and everyone who are interested in doing and publishing quantitative marketing works, who seek inspirations, motivations, and possibilities to learn different quantitative models and methods. We will cover diverse topics from technical to experiential.

How it works?
• Schedule and topics are updated at the beginning of semester (August and January).
• Please pre-register for each workshop of interest and Zoom will automatically send you the link to corresponding workshop.
• All workshops will be organized on Zoom, with 60 minutes of presentation and 30-45 minutes of Q&A.
• Feel free to spread the word to others who might be interested.

Acknowledgement
I appreciate the support and advice by Professor Sara Rosengren (Stockholm School of Economics), Professor Anja Lambrecht (London Business School), Professor Bart Bronnenberg (Tilburg University), Professor Thomas Otter (Goethe University Frankfurt), Professor Dominik Papies (University of Tübingen) and Professor Stephan Seiler (Imperial College London).