Data-Driven Pricing and Advertising
This session surveys applications of data, machine learning, econometrics, and related quantitative methods in marketing. Applications include dynamic pricing, advertising attribution, and ad creation. We will focus on the data challenges and methodologies that arise for different applications. Cases include a commercial bank attempting to allocate its digital advertising budget, an online fashion retailer dynamically optimizing prices, and a creative agency looking to efficiently produce social media ads at scale.