Research & Publications Office to host seminar on ‘Multi-Objective Personalization of Marketing Interventions’ on 4 June
The talk will be delivered by Prof. Anuj Kapoor, University of Missouri
29 May, 2025, Bengaluru: The Office of Research and Publications (R&P) will host a seminar on, ‘Multi-Objective Personalization of Marketing Interventions’, to be led by Prof. Anuj Kapoor, University of Missouri (Marketing area), at 2.30 pm on 4th June 2025, at Classroom-P22.
Abstract: Marketing interventions usually affect multiple outcomes of interest. However, finding an intervention that improves all desired outcomes is often rare, creating a trade-off for managers and decision-makers. In this paper, the researchers develop a multi-objective personalization framework that identifies personalized policies to balance multiple objectives at the individual level. They apply their framework to a canonical example of multi-objective conflict between sponsored and organic content consumption outcomes. Partnering with vdo.ai, they conduct a field experiment and randomly assign users to the Skippable/Long and Non-Skippable/Short versions of the same ad.
The researchers document substantial substitution between sponsored and organic content consumption: the version that increases sponsored consumption reduces organic consumption. They find that multi-objective personalized policies can significantly improve both sponsored and organic consumption outcomes over single-objective policies. They also show that compared to a single-objective policy optimized for organic consumption, there exists a multi-objective policy that increases sponsored consumption by 61% at the expense of only a 4% decrease in organic consumption. Similarly, compared to the single-objective policy optimized for sponsored consumption, there is a multi-objective policy that increases organic consumption by 53% while decreasing sponsored consumption by just 15%.
Speaker Profile: Dr. Anuj Kapoor is an Assistant Professor of Marketing at the Robert J. Trulaske, Sr. College of Business at University of Missouri. His research focuses on digital economy, particularly the impact of AI on consumers and society, internet media, digital products and platforms, and video advertising.
He holds a doctorate in Business Administration from The University of Utah. Before joining University of Missouri, Dr. Kapoor was a faculty member at Indian Institute of Management Ahmedabad. He received the Marti Mannariah Gurunath Outstanding Teacher Award, a school-wide recognition for teaching excellence in IIM Ahmedabad’s flagship PGP, in 2022 (nominated by MBA students and awarded to only one instructor annually). Dr. Kapoor has extensive experience in Consulting as well as Executive Education.
Webpage Link: https://business.missouri.edu/departments-faculty/people-directory/anuj-kapoor
Research & Publications Office to host seminar on ‘Multi-Objective Personalization of Marketing Interventions’ on 4 June
The talk will be delivered by Prof. Anuj Kapoor, University of Missouri
29 May, 2025, Bengaluru: The Office of Research and Publications (R&P) will host a seminar on, ‘Multi-Objective Personalization of Marketing Interventions’, to be led by Prof. Anuj Kapoor, University of Missouri (Marketing area), at 2.30 pm on 4th June 2025, at Classroom-P22.
Abstract: Marketing interventions usually affect multiple outcomes of interest. However, finding an intervention that improves all desired outcomes is often rare, creating a trade-off for managers and decision-makers. In this paper, the researchers develop a multi-objective personalization framework that identifies personalized policies to balance multiple objectives at the individual level. They apply their framework to a canonical example of multi-objective conflict between sponsored and organic content consumption outcomes. Partnering with vdo.ai, they conduct a field experiment and randomly assign users to the Skippable/Long and Non-Skippable/Short versions of the same ad.
The researchers document substantial substitution between sponsored and organic content consumption: the version that increases sponsored consumption reduces organic consumption. They find that multi-objective personalized policies can significantly improve both sponsored and organic consumption outcomes over single-objective policies. They also show that compared to a single-objective policy optimized for organic consumption, there exists a multi-objective policy that increases sponsored consumption by 61% at the expense of only a 4% decrease in organic consumption. Similarly, compared to the single-objective policy optimized for sponsored consumption, there is a multi-objective policy that increases organic consumption by 53% while decreasing sponsored consumption by just 15%.
Speaker Profile: Dr. Anuj Kapoor is an Assistant Professor of Marketing at the Robert J. Trulaske, Sr. College of Business at University of Missouri. His research focuses on digital economy, particularly the impact of AI on consumers and society, internet media, digital products and platforms, and video advertising.
He holds a doctorate in Business Administration from The University of Utah. Before joining University of Missouri, Dr. Kapoor was a faculty member at Indian Institute of Management Ahmedabad. He received the Marti Mannariah Gurunath Outstanding Teacher Award, a school-wide recognition for teaching excellence in IIM Ahmedabad’s flagship PGP, in 2022 (nominated by MBA students and awarded to only one instructor annually). Dr. Kapoor has extensive experience in Consulting as well as Executive Education.
Webpage Link: https://business.missouri.edu/departments-faculty/people-directory/anuj-kapoor