ContentsList of contributors viiiIntroduction to Handbook of Marketing Analytics xviiSECTION 1 METHODS CHAPTERSPART I EXPERIMENTAL DESIGNS1 Laboratory experimentation in marketing 3Angela Y. Lee and Alice M. Tybout2 Field experiments 20Anja Lambrecht and Catherine E. Tucker3 Conjoint analysis 37Olivier ToubiaPART II CLASSICAL ECONOMETRICS4 Persistence modeling in marketing: from a descriptive and predictive focusto normative uses 57Marnik G. Dekimpe and Dominique M. Hanssens5 Panel data methods in marketing research 84Natalie Mizik and Eugene Pavlov6 Causal inference in marketing applications 107Peter E. Rossi7 An applications-focused perspective of modeling individual choiceprocesses in marketing 122John Roberts and Denzil G. FiebigPART III BAYESIAN AND STRUCTURAL ECONOMETRICS8 Bayesian econometrics 147Greg M.

Allenby and Peter E. Rossi9 Structural models in marketing 164Pradeep K. ChintaguntaPART IV LATENT STRUCTURE ANALYSIS10 Multivariate statistical analyses: cluster analysis, factor analysis, andmultidimensional scaling 185Dawn IacobucciPART V MACHINE LEARNING11 Machine learning methods for targeting and personalization 212Omid Rafieian and Hema YoganarasimhanPART VI GENERALIZATIONS AND OPTIMIZATIONS12 Marketing optimization methods 234Murali K. Mantrala, Vamsi K. Kanuri and Yeji Lim13 Modeling heterogeneity in meta-analysis 266Blakeley B. McShane and Ulf BöckenholtSECTION 2 CASE STUDIES AND APPLICATIONSPART VII CASE STUDIES AND APPLICATIONS IN MARKETING MANAGEMENT14 Model, experiment, allocate, repeat: how to quantify marketing effectsacross the funnel, and reallocate marketing budgets for higher profits 299Koen Pauwels15 Panel data models for evaluating the effectiveness of direct-to-physicianpharmaceutical marketing activities 310Natalie Mizik and Robert Jacobson16 User profiling in display advertising 320Michael Trusov and Liye Ma17 Social network analyses: an introduction 328Dawn Iacobucci18 Visualizing competitive market structure 341Daniel M. Ringel and Bernd Skiera19 Dynamic marketing budget allocation at Bayer 361Marc Fischer and Sönke AlbersPART VIII CASE STUDIES AND APPLICATIONS IN PUBLIC POLICY20 Precommitment: a criterion for detecting consumer misbehavior and a toolfor public policy intervention 375Klaus Wertenbroch21 Conducting field experiments: a case with blood drive campaigns 388Adelle X. Yang and Christopher K.

Hsee22 Field experimentation: balancing impact and control 400Anirban Mukhopadhyay23 Evaluating public policy interventions in an equilibrium framework 412Max J. Pachali, Marco J. W. Kotschedoff and Bart J. Bronnenberg24 Persuasive effects of media 420Andrey SimonovPART IX CASE STUDIES AND APPLICATIONS IN LITIGATION SUPPORT25 Causal methods to assess economic harm 434David Card, Daniel L. Rubinfeld, Samid Hussain and Matteo Li Bergolis26 Conducting experiments in litigation: an academic perspective 462Joel H. Steckel27 Avoiding bias: ensuring validity and admissibility of survey evidence inlitigations 475Rebecca Kirk Fair, Laura O''Laughlin and Kate Schoenbach28 Conjoint analysis: applications in antitrust litigation 487Michael P. Akemann, Rebbecca Reed-Arthurs and J.

Douglas Zona29 Common (mis)applications of conjoint analysis in litigation 502David J. Reibstein and Robert L. Vigil30 Feature valuation using equilibrium analysis 528John R. Howell, Greg M. Allenby, and Peter E. Rossi31 Supply-side considerations when using conjoint analysis in litigation 553Rene Befurt, Felix Eggers and John R. Hauser32 Artificial intelligence and machine learning in litigation and legal practice 591Vildan Altuglu, Mike DeCesaris and Sachin Sancheti33 Survey evidence to evaluate a marketing claim: In Re: Kind LLC "Healthyand All Natural" litigation 606Alan G. White, Rene Befurt and Anne Cai34 Consumer surveys in trademark infringement litigation: Stitch Editing v.

TikTok case study 621T. Chrstopher Borek and Kate Schofield35 Regression analysis in litigation: Jamie Pettit, et al., Plaintiff v. Proctor &Gamble Company, Defendant 632Naman Garg, Todd Kumler and Alan Potter.