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

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

Welcome to the Chicago Booth-India Quantitative Marketing conference to be held at IIM Bangalore on Dec 17th, 2018.

The University of Chicago established a center in Delhi to serve as a base for research, teaching and dialogue among scholars from the University, across India and around the world. With the express purpose of building research relationships with faculty in India, The Booth School of Business at the university launched a mini-conference in quantitative marketing in 2017 at the Delhi Center. This year the conference is being held at IIM Bangalore, with research presentations from faculty based in India.

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

Presenting AT By On From
8:40 AM - 9:00 AM Pradeep Chintagunta & Sanjog Misra Introduction/Coffee/Meet Greet U Chicago
9:00 AM - 9:50 AM Sreelata Jonnalagedda Can critics continue to be critical?
Evidence from the movie industry
IIM Bangalore
10:00 AM - 10:50 AM Prithwiraj Mukherji Social Media Advertising and Fake Followers IIM Bangalore
10:50 AM to 11:20 AM COFFEE BREAK
11:20 AM - 11:50 AM Anusha Gondi An analysis of market value and product-market Choices ISB
11:50 AM - 12:50 PM Vedha Ponappan Should manufacturers pass through sugar tax or reformulate their products? IIM Bangalore
12:50 PM to 02:00 PM LUNCH(MDC)
02:00 PM - 02:50 PM Manaswini Bhalla Information flows, familiarity bias, and M & A outcomes IIM Bangalore
03:00 PM - 03:50 PM Aruna Divya Pricing upgrades and cross-sells when consumers experience regret IIM Ahmedabad
03:50 PM to 04:10 PM COFFEE BREAK
04:10 PM - 04:40 PM Shiv Saini Sparse forecasting for time series decomposition and anomaly detection Adobe
04:40 PM - 05:10 PM Priya Narayanan Monetary impact of customer familiarity and cart variables in online shopping IIM Ahmedabad
05:10 PM - 05:30 PM High Tea/ General Discussion Networking Closing Comments
  • 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.


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

Aruna Divya T IIMA
Saravana Jaikumar IIMC
Prithwiraj Mukherjee IIMB
Sreelata Jonnalagedda IIMB
Srinivas Prakhya IIMB
Manaswini Bhalla IIMB
Vedha Ponappan IIMB
Avadhoot Analytics Quotient
Rajesh Gaurav ISB
Ashish Khandelwal ISB
Anusha Reddy Gondi ISB
Priya Narayanan IIMA
Rashmi Kumari IIMA
Laxminarayana Yashaswy Akella IIMA
Atanu Sinha Adobe
Shiv Kumar Saini Adobe
Abhinav Anand IIMB
Souvik Dutta IIMB
Aishwarya Ramasundaram IIMB
Deepika Jain IIMR
Prasenjit Mandal IIMC
Abhishek Rishabh

Vidhya Soundararajan IIMB
Priyanka Sharma IIT Kanpur
Sandhya Narayanan IIT Madras
Hyun Chul Maeng IIMB
Aparajita Agarwal IIMB Alumnus
Varad Deolankar ISB
Subhradip Sarker IIMA
Anshu Sharma  
Raghunandan Sengupta IIT Kanpur

Contact/Administrative Support:

Pooja M.S.



Sreelata Jonnalagedda

IIMB Chair of Excellence

Associate Professor, Marketing

Ph: -080-2699-3446