Adaptive Strategies for Dynamic Pricing Agents

Dynamic Pricing (DyP) is a form of Revenue Management in which the price of a (usually) perishable good is changed over time to increase revenue. It is an effective method that has become even more relevant and useful with the emergence of Internet firms and the possibility of readily and frequently updating prices. In this paper a new approach to DyP is presented. We design adaptive dynamic pricing strategies and optimize their parameters with an Evolutionary Algorithm (EA) offline while the strategies can deal with stochastic market dynamics quickly online. We design two adaptive heuristic dynamic pricing strategies in a duopoly where each firm has a finite inventory of a single type of good. We consider two cases, one in which the average of a customer population’s stochastic valuation for each of the goods is constant throughout the selling horizon and one in which the average customer valuation for each good is changed according to a random Brownian motion. We also design an agent-based software framework for simulating various dynamic pricing strategies in agent-based marketplaces with multiple firms in a bounded time horizon. We use an EA to optimize the parameters for each of the pricing strategies in each of the settings and compare the strategies with other strategies from the literature. We also perform sensitivity a analysis and show that the optimized strategies work well even when used in settings with varied demand functions

Adaptive Strategies for Dynamic Pricing Agents

Dynamic Pricing (DyP) is a form of Revenue Management in which the price of a (usually) perishable good is changed over time to increase revenue. It is an effective method that has become even more relevant and useful with the emergence of Internet firms and the possibility of readily and frequently updating prices. In this paper a new approach to DyP is presented. We design adaptive dynamic pricing strategies and optimize their parameters with an Evolutionary Algorithm (EA) offline while the strategies can deal with stochastic market dynamics quickly online. We design two adaptive heuristic dynamic pricing strategies in a duopoly where each firm has a finite inventory of a single type of good. We consider two cases, one in which the average of a customer population's stochastic valuation for each of the goods is constant throughout the selling horizon and one in which the average customer valuation for each good is changed according to a random Brownian motion. We also design an agent-based software framework for simulating various dynamic pricing strategies in agent based marketplaces with multiple firms in a bounded time horizon. We use an EA to optimize the parameters for each of the pricing strategies in each of the settings and compare the strategies with other strategies from the literature. We also perform sensitivity analysis and show that the optimized strategies work well even when used in settings with varied demand functions

The Role of the Mangement Sciences in Research on Personalization

We present a review of research studies that deal with personalization. We synthesize current knowledge about these areas, and identify issues that we envision will be of interest to researchers working in the management sciences. We take an interdisciplinary approach that spans the areas of economics, marketing, information technology, and operations. We present an overarching framework for personalization that allows us to identify key players in the personalization process, as well as, the key stages of personalization. The framework enables us to examine the strategic role of personalization in the interactions between a firm and other key players in the firm's value system. We review extant literature in the strategic behavior of firms, and discuss opportunities for analytical and empirical research in this regard. Next, we examine how a firm can learn a customer's preferences, which is one of the key components of the personalization process. We use a utility-based approach to formalize such preference functions, and to understand how these preference functions could be learnt based on a customer's interactions with a firm. We identify well-established techniques in management sciences that can be gainfully employed in future research on personalization.CRM, Persoanlization, Marketing, e-commerce,

A Bandit Approach to Online Pricing for Heterogeneous Edge Resource Allocation

Edge Computing (EC) offers a superior user experience by positioning cloud resources in close proximity to end users. The challenge of allocating edge resources efficiently while maximizing profit for the EC platform remains a sophisticated problem, especially with the added complexity of the online arrival of resource requests. To address this challenge, we propose to cast the problem as a multi-armed bandit problem and develop two novel online pricing mechanisms, the Kullback-Leibler Upper Confidence Bound (KL-UCB) algorithm and the Min-Max Optimal algorithm, for heterogeneous edge resource allocation. These mechanisms operate in real-time and do not require prior knowledge of demand distribution, which can be difficult to obtain in practice. The proposed posted pricing schemes allow users to select and pay for their preferred resources, with the platform dynamically adjusting resource prices based on observed historical data. Numerical results show the advantages of the proposed mechanisms compared to several benchmark schemes derived from traditional bandit algorithms, including the Epsilon-Greedy, basic UCB, and Thompson Sampling algorithms

A demand-driven approach for a multi-agent system in Supply Chain Management

This paper presents the architecture of a multi-agent decision support system for Supply Chain Management (SCM) which has been designed to compete in the TAC SCM game. The behaviour of the system is demand-driven and the agents plan, predict, and react dynamically to changes in the market. The main strength of the system lies in the ability of the Demand agent to predict customer winning bid prices - the highest prices the agent can offer customers and still obtain their orders. This paper investigates the effect of the ability to predict customer order prices on the overall performance of the system. Four strategies are proposed and compared for predicting such prices. The experimental results reveal which strategies are better and show that there is a correlation between the accuracy of the models' predictions and the overall system performance: the more accurate the prediction of customer order prices, the higher the profit. © 2010 Springer-Verlag Berlin Heidelberg

Designing smart markets

Electronic markets have been a core topic of information systems (IS) research for last three decades. We focus on a more recent phenomenon: smart markets. This phenomenon is starting to draw considerable interdisciplinary attention from the researchers in computer science, operations research, and economics communities. The objective of this commentary is to identify and outline fruitful research areas where IS researchers can provide valuable contributions. The idea of smart markets revolves around using theoretically supported computational tools to both understand the characteristics of complex trading environments and multiechelon markets and help human decision makers make real-time decisions in these complex environments. We outline the research opportunities for complex trading environments primarily from the perspective o

Optimal Pricing with Recommender Systems

We study optimal pricing in the presence of recommender systems. A recommender system affects the market in two ways: (i) it creates value by reducing product uncertainty for the customers and hence (ii) its recommendations can be offered as add-ons which generate informational externalities. The quality of the recommendation add-on is endogenously determined by sales. We investigate the impact of these factors on the optimal pricing by a seller with a recommender system against a competitive fringe without such a system. If the recommender system is sufficiently effective in reducing uncertainty, then the seller prices otherwise symmetric products differently to have some products experienced more aggressively. Moreover, the seller segments the market so that customers with more inflexible tastes pay higher prices to get better recommendations.Recommender system, Collaborative filtering, Add-ons, Pricing, Information externality

Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics

Marketing is an applied science that tries to explain and influence how firms and consumers actually behave in markets. Marketing models are usually applications of economic theories. These theories are general and produce precise predictions, but they rely on strong assumptions of rationality of consumers and firms. Theories based on rationality limits could prove similarly general and precise, while grounding theories in psychological plausibility and explaining facts which are puzzles for the standard approach. Behavioral economics explores the implications of limits of rationality. The goal is to make economic theories more plausible while maintaining formal power and accurate prediction of field data. This review focuses selectively on six types of models used in behavioral economics that can be applied to marketing. Three of the models generalize consumer preference to allow (1) sensitivity to reference points (and loss-aversion); (2) social preferences toward outcomes of others; and (3) preference for instant gratification (quasi-hyperbolic discounting). The three models are applied to industrial channel bargaining, salesforce compensation, and pricing of virtuous goods such as gym memberships. The other three models generalize the concept of gametheoretic equilibrium, allowing decision makers to make mistakes (quantal response equilibrium), encounter limits on the depth of strategic thinking (cognitive hierarchy), and equilibrate by learning from feedback (self-tuning EWA). These are applied to marketing strategy problems involving differentiated products, competitive entry into large and small markets, and low-price guarantees. The main goal of this selected review is to encourage marketing researchers of all kinds to apply these tools to marketing. Understanding the models and applying them is a technical challenge for marketing modelers, which also requires thoughtful input from psychologists studying details of consumer behavior. As a result, models like these could create a common language for modelers who prize formality and psychologists who prize realism

Water Marketing as an Adaptive Response to the Threat of Climate Change

Demographic changes and existing water use patterns have placed tremendous pressures upon water supplies, particularly in the West. Global climate change will exacerbate pressures on water resources. The gradual warming of the atmosphere is certain to change the distribution and availability of water supplies, with potentially severe consequences for freshwater supplies. While climate change will have a significant impact on water resources through changes in the timing and volume of precipitation, altered evaporation rates, and the like, the precise nature, magnitude, timing, and distribution of such climate-induced changes are unknown. This uncertainty complicates the task of water managers who are already faced with escalating demands. This article argues that climate change, and its projected effects on water use and supply, calls for a fundamental reexamination of water institutions. In particular, this article suggests that market-based institutions are well suited to address the additional pressures on water supplies due to climate change. Many aspects of water markets, including their flexibility, decentralized nature, and ability to create and harness economic incentives, make them particularly well suited to address the uncertain water forecast. A gradual shift toward water marketing and market pricing will improve the management of water supplies, ensure more efficient allocation of available water supplies and encourage cost-effective conservation measures