Chicago Booth-India Quantitative Marketing Conference, 17th December 2018, IIM Bangalore

IIM Bangalore,

Opposite Apollo Hospital, Bannerghatta Rd

Bangalore : 560076

For information on how to get to the campus, visit the directions to IIMB link.

Conference Room Location N001.

Conference attendees can reach the main reception area to seek guidance to the conference room. Contact IIMB’s main phone extension +91-2699 - 3000 for more information.

Please check the below map for directions

Chicago Booth India Quantitative Marketing Conference Dec 17th 2018, @IIM Bangalore, Room N001

• Can Critics Continue to be Critical? Evidence from the Movie Industry

  Presenter:Sreelata Jonnalagedda, IIM Bangalore

  Abstract: Availability of composite ratings on e-aggregators and the touting of these ratings by the movie studios as part of the movie’s advertising campaigns have brought to question the role of individual critics in influencing the movie’s box office performance. In this study, we examine whether e-aggregators have overshadowed the impact of individual critics on movie’s box office performance.

  Collaborators: Ashish Kumar, Aalto School of Busines; Mauli Soni, IIM Bangalore

• Social Media Advertising and Fake Followers

  Presenter:Prithwiraj Mukherjee, IIM Bangalore

  Abstract: Marketing promotions via paid social media influencers are now commonplace across the world. These influencers are minor celebrities with self-selected audiences based on their domains of interest, and often make thousands of dollars per sponsored post. However, this practice has led to the emergence of click farms - businesses that sell fake followers to such influencers to artificially inflate their follower counts, thus signaling higher reach and thus more fees from advertisers using their services. In this paper, we develop an optimal contract between an influencer and advertiser that maximizes advertiser profit given that the influencer can buy fake followers from click farms.

  Collaborators: Abhinav Anand & Souvik Dutta, IIM Bangalore

• An Analysis of Market Value and Product-Market Choices

  Presenter:Anusha Gondi, ISB Hyderabad

  Abstract: We empirically examine two quantities of interest in Marketing and Strategy research, namely, Market Value - the firm's capitalized market value as a summary measure of investor belief in the firm's future profits, and product-market choices - the firm's scope of activities and operations across distinct product-markets.

  Collaborators: Sudhir Voleti, ISB Hyderabad

• Sugar Tax: Should Manufacturers Pass Through Sugar Tax or Reformulate Products

  Presenter:Vedha Ponappan, IIM Bangalore

  Abstract: We examine manufacturer’s optimal response strategy to a policy interventions such as sugar tax, by first investigating consumer’s potential response to a sugar tax or product reformulation. We use a direct utility based structural model that incorporates product characteristics to recover consumer’s intrinsic preferences for various product attributes. Using a multiple discrete continuous choice framework, we also recover consumers’ variety seeking preferences and the strength of their preference to the focal category compared to other categories based on their past purchases.

  Collaborators: Srinivas Prakhya, IIM Bangalore

• Directors of a Feather Merge Together: Information Flows, Familiarity Bias, M & A Outcomes

  Presenter: Manaswini Bhalla, IIM Bangalore

  Abstract: We show that cultural proximity between two firms boards leads to a higher likelihood of the two firms entering a merger and acquisition (M & A) deal in India. This phenomenon may indicate firms' reliance on culture, as measured by caste, as an informal channel of information when making critical investment decisions with imperfect information. However, it may also be driven by familiarity bias leading to sub-optimal investments. Indeed, caste-proximate M & A deals are value destroying for both acquirer and target, as well as the merged entity. Overall, our findings show that familiarity bias in favor of culturally proximate agents can lead to sub-optimal investment decisions.

  Collaborators: Manisha Goel & Michelle Zemel, Pomona College; VSK Teja Konduri, IIM Bangalore

• Pricing Upgrades and Cross-sells when Consumers Experience Regret

  Presenter : Aruna Divya Tatavarthy, IIM Ahmedabad

  Abstract: When consumers experience regret associated with an under-consumed service, how do add-ons help consumers recover lost value? Does the pricing of add-on and recovery of value depend on the price structure of the base service? In this research, we examine a firm’s add-on pricing strategy as a function of the extent of add-on complementary and the regret compensation mechanism employed by consumers, under two base-price structures: a) pay-per-use and b) fixed-fee pricing structure.

  Collaborators: Sreelata Jonnalagedda, IIM Bangalore

• Sparse Forecasting for Time Series Decomposition and Anomaly Detection

  Presenter : Shiv Kumar Saini, Adobe Systems

  Abstract: Common examples of limiting assumptions in time series analysis include perfect knowledge about the time series seasonality and/or presence of anomaly (spikes and level changes) free time windows. Current practice is to manually input this knowledge into anomaly detection and forecasting systems which negate any possibility of autonomous analysis. This paper relaxes these assumptions by jointly estimating the latent components (viz. seasonality, level changes, and spikes) in the observed time series without assuming the availability of anomaly-free time windows.

  Collaborators: Sunav Choudary, Adobe Systems; Gaurush Hiranandani, UIUC

• Monetary Impact of Customer Familiarity and Cart Variables in Online Shopping

  Presenter : Priya Narayanan, IIM Ahmedabad

  Abstract: Our research has two main objectives. The first is to determine the impact of the path followed by the consumer during online shopping on the revenue generated from purchases. The second is to determine the impact of variables related to the consumer and to the cart on amount paid for the cart. We study the first question in the context of 342,713 shopping sessions recorded over a single day, leading to 3002 separate product purchases. Similarly, we study the second question in the context of 3056 converted shopping carts on a single day.

Coordinators:

Professor Pradeep Chintagunta, University of Chicago

Professor Sanjog Misra, University of Chicago

Professor Sreelata Jonnalagedda, IIM Bangalore

Discussants from University of Chicago:

Professor Pradeep Chintagunta

Professor Sanjog Misra

Professor Anita Rao

Professor Sarah Moshary

Contact/Administrative Support:

Pooja M.S.

Secretary

poojams@iimb.ac.in

+91-802-699-3171

Sreelata Jonnalagedda

IIMB Chair of Excellence

Associate Professor, Marketing

sreelata@iimb.ac.in

Ph: -080-2699-3446