Sönke Albers zum 65. Geburtstag

Sönke Albers zum 65. Geburtsta

Interview with Hemant Bhargava on "pricing on the internet"

Interview with Hemant Bhargava on "pricing on the internet

Wie kann SalesTech in Marketing und Vertrieb helfen?

Wie kann SalesTech in Marketing und Vertrieb helfen

How Do Privacy Laws Impact the Value for Advertisers, Publishers and Users in the Online Advertising Market? A Comparison of the EU, US and China

Regulators worldwide have been implementing different privacy laws. They vary in their impact on the value for advertisers, publishers and users, but not much is known about these differences. This article focuses on three important privacy laws (i.e., General Data Protection Regulation [GDPR], California Consumer Privacy Act [CCPA] and Personal Information Protection Law [PIPL]) and compares their impact on the value for the three primary actors of the online advertising market, namely, advertisers, publishers and users. This article first compares these three privacy laws by developing a legal strictness score. It then uses the existing literature to derive the effects of the legal strictness of each privacy law on each actor’s value. Finally, it quantifies the three privacy laws’ impact on each actor’s value. The results show that GDPR and PIPL are similar and stricter than CCPA. Stricter privacy laws bring larger negative changes to the value for actors. As a result, both GDPR and PIPL decrease the actors’ value more substantially than CCPA. These value declines are the largest for publishers and are rather similar for users and advertisers. Scholars and practitioners can use our findings to explore ways to create value for multiple actors under various privacy laws

COSTA: contribution optimizing sales territory alignment

The alignment of sales territories has a considerable impact on profit and represents a major problem in salesforce management. Practitioners usually apply the balancing approach. This approach balances territories as well as possible with respect to one or more attributes such as potential or workload. Unfortunately, this approach does not necessarily guarantee maximizing profit contribution. Thus, it does not provide an evaluation of the profit implications of an alignment proposal in comparison with the existing one. In consequence, several authors proposed nonlinear integer optimization models in the 1970s. These models attempted to maximize profit directly by considering the problems of allocating selling time (calling plus travel time) across accounts as well as of assigning accounts to territories simultaneously. However, these models turned out to be too complex to be solvable. Therefore, the authors have either approximated the problem or proposed the application of heuristic solution procedures on the basis of the suboptimal principle of equat ing marginal profit of selling time across territories

Werbeerfolgskontrolle im Internet

Werbeerfolgskontrolle im Interne

Internet-based virtual stock markets for business forecasting

The application of Internet-based virtual stock markets (VSMs) is an additional approach that can be used to predict short- and medium-term market developments. The basic concept involves bringing a group of participants together via the Internet and allowing them to trade shares of virtual stocks. The stocks represent a bet on the outcome of future market situations, and their value depends on the realization of these market situations. In this process, a VSM elicits and aggregates the assessments of its participants concerning future market developments. The aim of this article is to evaluate the potential use and the different design possibilities as well as the forecast accuracy and performance of VSMs compared to expert predictions for their application to business forecasting. After introducing the basic idea of using VSMs for business forecasting, we discuss the different design possibilities for such VSMs. In three real-world applications, we analyze the feasibility and forecast accuracy of VSMs, compare the performance of VSMs to expert predictions, and propose a new validity test for VSM forecasts. Finally, we draw conclusions and provide suggestions for future research

Measuring consumers' willingness to pay at the point of purchase

Economists, psychologists, and marketing researchers rely on measures of consumers' willingness to pay (WTP) in estimating demand for private and public goods and in designing optimal price schedules. Existing market research techniques for measuring WTP differ in whether they provide an incentive to consumers to reveal their true WTP and in whether they simulate actual point-of-purchase contexts. The authors present an-empirical comparison of several procedures for eliciting WTP that are applicable directly at the point of purchase. In particular, the authors test the applicability of Becker, DeGroot, and Marschak's (1964) well-known incentive-compatible procedure for assessing the utility of lotteries to measuring consumers' WTP. In three studies, the authors explore the reliability, validity, and feasibility of the procedure and show that it yields lower WTP estimates than do non-incentive-compatible methods such as open-ended and double-bounded contingent valuation. They show experimentally that differences in WTP estimates arise from the incentive constraint rather than the cognitive effort required in responding. They also control for strategic response behavior

Unternehmensbewertung auf der Basis von Kundenlebenswerten

Unternehmensbewertung auf der Basis von Kundenlebenswerte

Economic consequences of online tracking restrictions: Evidence from cookies

In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie. Only ∼13 % of all cookies increase their daily value over time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25 % (∼19 %), which represents a potential decrease in the value of all cookies of ∼9 % (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24 months as 72 % (85 %) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results' marketing strategy challenges and opportunities for advertisers and publishers