Marketing Analytics
Source: https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics Parent: https://bm.hkust.edu.hk/bizinsight/bizthemes/data-analytics
SUBRAMANYAM, Ramanth
A Novel Textual Analysis Approach to Extract Reliable Insights from Text Data
Massive amounts of unstructured textual data, such as large volumes of online consumer reviews, “provide an unprecedented opportunity for firms to understand consumer word-of-mouth, forecast product sales, and monitor product defects,” say HKUST’s Yi Yang and a colleague. Topic modeling is a popular textual analysis technique to analyze such data. However ... Read More
[ BizStudies ]
Using a Better Incentive Scheme to Motivate the Online Creators to Produce More and Better Content
For many online platforms, motivating a vast number of creators to produce a steady flow of high-quality content is crucial for success. Unlike traditional publishers that rely on professional editors to manage a limited pool of creators, online platforms often use incentive plans to drive productivity. While most platforms adopt a uniform commission (UC) ... Read More
[ BizTalks ]
DOU, Winston Wei
WU, Wei
A New Model of Corporate Asset Pricing
When looking across the landscape of publicly listed companies in the U.S., it is tempting to assume that company valuations are based primarily on profitability. That is to say, it is natural to believe that a given company’s value reflects its ability to generate steady income streams that rise above and beyond expenses. But in the observed world, do ... Read More
[ BizStudies ]
LI, Xi
MA, Zhiming
PHILIPS, Gordon M.
How Does Competition Affect Analysts’ Decisions and Career Outcomes?
Industry analysts are vital conduits of information between the firms they cover and the investors in those firms. Despite their central role in capital markets, little is known about how analysts make their coverage decisions and how they gain their industry knowledge—the resource that investors value above all. Filling this important gap, HKUST’s Charles ... Read More
[ BizStudies ]
HUANG, Daisy
“Haunted Houses”—Property Price Spillover in Hong Kong
An unexpected death in an apartment can cause a 20% drop in the property’s sale price and further impact those on the same floor, in the same block, and on the same estate, according to HKUST’s Utpal Bhattacharya and colleagues. Focusing on Hong Kong’s real estate market, the authors show that such “haunted houses” can have a sustained negative impact on the ... Read More
[ BizStudies ]
HUANG, Daisy
“Haunted Houses”—Property Price Spillover in Hong Kong
An unexpected death in an apartment can cause a 20% drop in the property’s sale price and further impact those on the same floor, in the same block, and on the same estate, according to HKUST’s Utpal Bhattacharya and colleagues. Focusing on Hong Kong’s real estate market, the authors show that such “haunted houses” can have a sustained negative impact on the ... Read More
[ BizBites ]
How Data Analytics Are Used in Marketing
A closer look into three main kinds of data-driven marketing analytics – descriptive, predictive and prescriptive. Assistant Professor LIU Jia Department of Marketing, HKUST Business School Data-driven marketing simply put means using quantitative methods to derive meaning from data to make informed marketing decisions. Thanks to the availability of a ... Read More
[ Data Analytics ]
WADHWA, Monica
CHATTOPADHYAY, Amitava
KIM, Christine
How to Market a Product’s Unexpected Benefit
Every so often, a company learns that its product has unanticipated additional benefits. For instance, the brand StriVectin found that their stretch-mark cream also had a powerful anti-wrinkle effect. Unexpected benefits might seem like a bonus, but should they be marketed as deliberate? HKUST researchers J.Christine Kim and Wenbo Wang and their colleagues ... Read More
[ BizStudies ]
Cutting-edge Research in Business
Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that the early success of a new product among certain customers may have negative—rather than positive—implications for the long-term ... Read More
[ BizTalks ]
Harbingers of Product Failure (and Success)
Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that the early success of a new product among certain customers may have negative—rather than positive—implications for the long-term ... Read More
[ BizTalks ]