Media Exposure through the Funnel: A Model of Multi-Stage Attribution

Working Papers

In this paper, we address the problem of advertising attribution by developing a Hidden Markov Model (HMM) of an individual consumer’s behavior based on the concept of a conversion funnel. We apply the model to a unique dataset from the online campaign for the launch of a car.Read More

Agency Selling or Reselling? Channel Structures in Electronic Retailing

Published Research

In recent years, online retailers (also called e-tailers) have started allowing manufacturers direct access to their customers while charging a fee for providing this access, a format commonly referred to as agency selling. In this paper, we use a stylized theoretical model to answer a key question that e-tailers are facing: When should they use an agency selling format instead of using the more conventional reselling format?Read More