# Marketing Analytics
**Source**: https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics
**Parent**: https://bm.hkust.edu.hk/bizinsight/bizthemes/data-analytics
[YANG, Yi](https://bm.hkust.edu.hk/faculty/yang-yi)
SUBRAMANYAM, Ramanth
[A Novel Textual Analysis Approach to Extract Reliable Insights from Text Data](https://bm.hkust.edu.hk/bizinsight/2025/04/novel-textual-analysis-approach-extract-reliable-insights-text-data)
[Text Mining](https://bm.hkust.edu.hk/bizinsight/tag/text-mining)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Topic Modeling](https://bm.hkust.edu.hk/bizinsight/tag/topic-modeling)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2025/04/novel-textual-analysis-approach-extract-reliable-insights-text-data)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://misq.umn.edu/extracting-actionable-insights-from-text-data-a-stable-topic-model-approach.html)
[SHI, Mengze](https://bm.hkust.edu.hk/faculty/shi-mengze)
[Using a Better Incentive Scheme to Motivate the Online Creators to Produce More and Better Content](https://bm.hkust.edu.hk/bizinsight/2025/03/using-better-incentive-scheme-motivate-online-creators-produce-more-and-better)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Motivation Incentives](https://bm.hkust.edu.hk/bizinsight/tag/motivation-incentives)
[Quality of Service](https://bm.hkust.edu.hk/bizinsight/tag/quality-service)
[Media Platforms](https://bm.hkust.edu.hk/bizinsight/tag/media-platforms)
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)
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[Read More](https://bm.hkust.edu.hk/bizinsight/2025/03/using-better-incentive-scheme-motivate-online-creators-produce-more-and-better)
[ [BizTalks](https://bm.hkust.edu.hk/bizinsight/biztalks "BizTalks") ]
[Watch Video](https://video.ust.hk/watch?video=EC3461ABDEA29D7D&embed=Y)
[Read Full Paper](https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3842153)
DOU, Winston Wei
[JI, Yan](https://bm.hkust.edu.hk/faculty/ji-yan)
WU, Wei
[A New Model of Corporate Asset Pricing](https://bm.hkust.edu.hk/bizinsight/2023/04/new-model-corporate-asset-pricing)
[Firm Value](https://bm.hkust.edu.hk/bizinsight/tag/firm-value)
[Firm Performance](https://bm.hkust.edu.hk/bizinsight/tag/firm-performance)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2023/04/new-model-corporate-asset-pricing)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://academic.oup.com/rfs/article/35/8/3867/6422548)
[HSU, Charles](https://bm.hkust.edu.hk/faculty/hsu-charles)
LI, Xi
MA, Zhiming
PHILIPS, Gordon M.
[How Does Competition Affect Analysts’ Decisions and Career Outcomes?](https://bm.hkust.edu.hk/bizinsight/2023/03/how-does-competition-affect-analysts-decisions-and-career-outcomes)
[Analyst Forecasts](https://bm.hkust.edu.hk/bizinsight/tag/analyst-forecasts)
[Competition](https://bm.hkust.edu.hk/bizinsight/tag/competition)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2023/03/how-does-competition-affect-analysts-decisions-and-career-outcomes)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://www.cambridge.org/core/services/aop-cambridge-core/content/view/56CA246CF1B69C8E78571D8AA268D43C/S0022109022000424a.pdf/does-industry-competition-influence-analyst-coverage-decisions-and-career-outcomes.pdf)
[BHATTACHARYA, Utpal](https://bm.hkust.edu.hk/faculty/bhattacharya-utpal)
HUANG, Daisy
[NIELSEN, Kasper Meisner](https://bm.hkust.edu.hk/faculty/nielsen-kasper-meisner)
[“Haunted Houses”—Property Price Spillover in Hong Kong](https://bm.hkust.edu.hk/bizinsight/2022/08/haunted-houses-property-price-spillover-hong-kong)
[Superstitious Trading](https://bm.hkust.edu.hk/bizinsight/tag/superstitious-trading)
[Behavioral Finance](https://bm.hkust.edu.hk/bizinsight/tag/behavioral-finance)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Social Influences](https://bm.hkust.edu.hk/bizinsight/tag/social-influences)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2022/08/haunted-houses-property-price-spillover-hong-kong)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://academic.oup.com/rof/article/25/3/903/5924383)
[BHATTACHARYA, Utpal](https://bm.hkust.edu.hk/faculty/bhattacharya-utpal)
HUANG, Daisy
[NIELSEN, Kasper Meisner](https://bm.hkust.edu.hk/faculty/nielsen-kasper-meisner)
[“Haunted Houses”—Property Price Spillover in Hong Kong](https://bm.hkust.edu.hk/bizinsight/2022/08/haunted-houses-property-price-spillover-hong-kong-0)
[Superstitious Trading](https://bm.hkust.edu.hk/bizinsight/tag/superstitious-trading)
[Behavioral Finance](https://bm.hkust.edu.hk/bizinsight/tag/behavioral-finance)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Social Influences](https://bm.hkust.edu.hk/bizinsight/tag/social-influences)
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](https://bm.hkust.edu.hk/bizinsight/2022/08/haunted-houses-property-price-spillover-hong-kong-0)
[ [BizBites](https://bm.hkust.edu.hk/bizinsight/bizbites "BizBites") ]
[Watch Video](https://video.ust.hk/Watch.aspx?Video=B7D95C41151682B2&embed=Y)
[Read Full Paper](https://academic.oup.com/rof/article/25/3/903/5924383)
[LIU, Jia](https://bm.hkust.edu.hk/faculty/liu-jia)
[How Data Analytics Are Used in Marketing](https://bm.hkust.edu.hk/bizinsight/2022/01/how-data-analytics-are-used-marketing)
[Data Analytics](https://bm.hkust.edu.hk/bizinsight/tag/data-analytics)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Marketing Strategy](https://bm.hkust.edu.hk/bizinsight/tag/marketing-strategy)
[Decision Making](https://bm.hkust.edu.hk/bizinsight/tag/decision-making)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2022/01/how-data-analytics-are-used-marketing)
[ [Data Analytics](https://bm.hkust.edu.hk/bizinsight/bizthemes/data-analytics "Data Analytics") ]
WADHWA, Monica
CHATTOPADHYAY, Amitava
KIM, Christine
[WANG, Wenbo](https://bm.hkust.edu.hk/faculty/wang-wenbo)
[How to Market a Product’s Unexpected Benefit](https://bm.hkust.edu.hk/bizinsight/2021/12/how-market-products-unexpected-benefit)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Customer Behavior](https://bm.hkust.edu.hk/bizinsight/tag/customer-behavior)
[Product Assortments](https://bm.hkust.edu.hk/bizinsight/tag/product-assortments)
[Tacit Coordination](https://bm.hkust.edu.hk/bizinsight/tag/tacit-coordination)
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
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[Read More](https://bm.hkust.edu.hk/bizinsight/2021/12/how-market-products-unexpected-benefit)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://hbr.org/2019/06/how-to-market-a-products-unexpected-benefit)
[LIN, Song](https://bm.hkust.edu.hk/faculty/lin-song)
[Harbingers of Failure](https://bm.hkust.edu.hk/bizinsight/2021/08/harbingers-failure)
[Cutting-edge Research in Business](https://bm.hkust.edu.hk/bizinsight/tag/cutting-edge-research-business)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
[Product Failure](https://bm.hkust.edu.hk/bizinsight/tag/product-failure)
[Early Adopters](https://bm.hkust.edu.hk/bizinsight/tag/early-adopters)
[Preference Heterogeneity](https://bm.hkust.edu.hk/bizinsight/tag/preference-heterogeneity)
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](https://bm.hkust.edu.hk/bizinsight/2021/08/harbingers-failure)
[ [BizTalks](https://bm.hkust.edu.hk/bizinsight/biztalks "BizTalks") ]
[Watch Video](https://video.ust.hk/Watch.aspx?Video=46B07B1FCEC85C9F&embed=Y)
[Read Full Paper](https://mark.hkust.edu.hk/files/staff/song_lin/song_lin-jmr-2015.pdf)
[LIN, Song](https://bm.hkust.edu.hk/faculty/lin-song)
[Harbingers of Product Failure (and Success)](https://bm.hkust.edu.hk/bizinsight/2021/04/harbingers-product-failure-and-success)
[Layperson Talk](https://bm.hkust.edu.hk/bizinsight/tag/layperson-talk)
[Marketing Strategy](https://bm.hkust.edu.hk/bizinsight/tag/marketing-strategy)
[New Products](https://bm.hkust.edu.hk/bizinsight/tag/new-products)
[Lead Users](https://bm.hkust.edu.hk/bizinsight/tag/lead-users)
[Marketing Analytics](https://bm.hkust.edu.hk/bizinsight/tag/marketing-analytics)
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](https://bm.hkust.edu.hk/bizinsight/2021/04/harbingers-product-failure-and-success)
[ [BizTalks](https://bm.hkust.edu.hk/bizinsight/biztalks "BizTalks") ]
[Watch Video](https://video.ust.hk/Watch.aspx?Video=D85837C67D70A232&embed=Y)
[Read Full Paper](https://mark.hkust.edu.hk/files/staff/song_lin/song_lin-jmr-2015.pdf)
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