European Quant Marketing Workshop
Target group
This workshop series aims to help Ph.D. students, junior researchers, and everyone else who is interested in doing and publishing quantitative marketing works. We cover a diverse range of topics with the intent to spark your inspiration and motivation through learning about quantitative models and methods from established scholars in the field.
How it works?
- Two workshops are held each semester. Workshop details are distributed by e-mail. Please reach out to the organizers to be added to the mailing list.
- All workshops are held online, with approximately 60 minutes of presentation and 30 minutes of Q&A.
- Please pre-register through the invitation e-mail, after which you will receive a Zoom link to the corresponding workshop.
- Feel free to spread the word to others who might be interested.
Program Fall 2024
Topic
Who benefits from the data economy? A perspective on the economic value of user tracking for publishers using Augmented Inverse Probability Weighting (AIPW).
Speaker
Klaus Miller, Assistant Professor of Marketing at HEC Paris.
Date and Time
January 16, 2025 @ 15:00-16:30 CET / 9:00-10:30 ET
Abstract
Regulators and browsers increasingly restrict user tracking to protect users’ privacy online. In two large-scale empirical studies, we study the economic implications for publishers relying on selling advertising space to finance their content. In our first study, we draw on 42 million ad impressions from 111 publishers covering EU desktop browsing traffic in 2016. In our second study, we use 218 million ad impressions from 10,526 publishers (i.e., apps) covering EU and US mobile in-app browsing traffic in 2023. The two studies differ in the share of trackable users (Study 1: 85%; Study 2: Apple: 17%, Android: 91%). Still, we find similar average ad impression price decreases (Study 1: 18% and Study 2: 23%) when user tracking is unavailable. More than 90% of the publishers realize lower prices when selling ad impressions for untrackable users. Publishers offering content on sports, cars, lifestyle & shopping, and news & information suffer the most. Premium publishers with high-quality edited content and strong reputations, thematic-focused (niche) publishers, and smaller publishers suffer less from the unavailability of user tracking. In contrast, non-premium publishers with non-edited or user-generated content, thematic-broad (general news) publishers, and larger publishers suffer more. The availability of a user ID generates the highest value for publishers, whereas collecting a user’s browsing history, perceived as intrusive by most users, generates only a small value for publishers. These results affirm that ensuring user privacy online has substantial costs for online publishers, but those costs differ across publishers and the type of collected data. This article offers suggestions to reduce these costs.
Topic
Using Vision Transformer (ViT) Models to Assess the Impact of Ad Creatives on Ad Effectiveness
Speaker
Evert de Haan, Associate Professor of Marketing at the Faculty of Economics and Business, University of Groningen.
Date and Time
October 23, 2024 @ 15:00-16:30 CET / 9:00-10:30 ET
Abstract
Traditional advertising is still an essential tool for marketers to build brands. From meta-analyses, however, we know that the effectiveness of advertising has been declining in the last few decades. Reasons suggested for this include an increase in ad clutter and a drop in creativity in terms of low distinctiveness and – consistency. In this study, we use a rich dataset from the Dutch automotive market, where we have access to all 8,543 unique print advertising creatives from the past 17 years. Using Vision Transformer (ViT) models, we investigate how distinctive and consistent each ad is based on previous advertisements by the focal and competing brands, respectively. With an additional survey, filled in by 4,537 participants who evaluated 245 ads from 2023, we find that our ViT measures are similar to human-perceived distinctiveness and consistency, with correlations between 0.55 and 0.60. In a follow-up study, using 204 months of sales data from the top 20 car brands, we find that the distinctiveness and consistency measures significantly and positively moderate advertising effectiveness. However, a tipping point seems to exist; being too distinctive and too consistent decreases advertising effectiveness. Additionally, I will present some ideas for a follow up study in the Dutch online gambling industry, where some quasi-natural experiments have been taking place in terms of restricting advertising policies.
Contact
Gao, Xuehui
Assistant Professor
Department of Marketing and Strategy
Xuehui.Gao@hhs.se
Baldauf, Christoph
Assistant Professor
Department of Marketing and Strategy
christoph.baldauf@hhs.se