New Research to Help Charities Optimize their Fundraising Campaigns
While the world is pondering whether the global economy will avoid a recession in 2023, the OECD just announced that the worst energy crisis since the 70s will trigger a sharp slowdown, with Europe hit hardest. In this gloomy context, charities struggle to raise donations, and many non-profits, especially small ones, have had to reevaluate […]
Six Methods For Latent Moderation Analysis In Marketing Research: A Comparison And Guidelines
In a forthcoming article at the Journal of Marketing Research, Constant Pieters, Rik Pieters and I compare through extensive simulations different ways to interact variables when one of them is latent. Think about an experiment that manipulates the context a consumer operates in and we want to understand the effect of a psychological trait (latent) […]
A/B Tests: How to Convince Companies to Use Them?
A/B are increasingly popular! However, they do come at a cost. When talking to companies, I hear several concerns that reduce their appetite for extensive A/B testing. First, the randomized assignment forces companies to assign the wrong treatment (e.g. marketing offer) to a bunch of customers in order to learn from their response. Second, it […]
ProfitBoost gets attention from Forbes
In their recent press release “The Right Way To Manage Customer Churn For Maximum Profit,” Forbes describes my latest research with Prof. Dr. Sunil Gupta. You can find the full article here. Looking forward to your reactions
ProfitBoost R Package Now Available
Good news! I am delighted to let you know that the ProfitBoost R Package is now freely available on Github! This package contains all the codes used in my latest marketing science publication, Managing Churn to Maximize Profits, co-authored with Sunil Gupta. I am now working on a tutorial that will explain all the steps […]
Loisel, Piette and colleagues applying the concept of profit loss function to actuarial sciences
This week, Pierrick Piette defended his PhD thesis in actuarial sciences at the University of Lyon (France) under the supervision of Stephane Loisel and Olivier Lopez. It was a honor for me to be part of his PhD committee and discover how actuarial sciences use quantitative marketing methods to improve their prediction models. Congratulations Pierrick […]
New Position at the Rotterdam School of Management
Since August 2019, I have joined the Department of Marketing Management at the Rotterdam School of Management (Erasmus University Rotterdam). I am delighted to be part of this excellent research and teaching environment. Over the coming years, my goal is to strengthen the Customer Analytics skills of RSM both in terms of research expertise […]
A Smarter Way To Reduce Customer Churn
Companies can’t afford to lose hard-won customers, but in truth some customers are more important to keep than others. In our recent research, Sunil Gupta and I show how to find them. A easy-to-digest summary of our approach was provided by Forbes a few years ago. MANAGING CHURN TO MAXIMIZE PROFITS Customer defection threatens many industries, […]