HEC Montréal, Canada, May 2 - 4, 2011

2011 Optimization Days

HEC Montréal, Canada, 2 — 4 May 2011

Schedule Authors My Schedule

TC11 Marketing II

May 3, 2011 03:30 PM – 05:10 PM

Location: Rona

Chaired by Naoual Amrouche

4 Presentations

  • 03:30 PM - 03:55 PM

    Modeling and Prediction of Keyword Behavior in Search Engine Marketing Campaigns

    • Patrick Quinn, presenter, École Polytechnique de Montréal

    The objective of our research is to develop algorithms that can be used to increase return on investment in search engine marketing campaigns. More specifically, our aim is to create automated optimization and prediction methods in order to provide campaign managers with assistance in their decision making process on a daily basis.

  • 03:55 PM - 04:20 PM

    Market Share Estimation in the Presence of a Dominant Brand and a Private Label

    • Mouna Sebri, presenter, GERAD

    The private label growth is one of the most striking phenomena of the food industry sector development in the last decade. This work analyzes a scanner database through a market share attraction model, in order to understand the competitive interaction between private label and national brands categories and assess marketing strategies implemented by manufacturers and retailers in this specific context of competition.

  • 04:20 PM - 04:45 PM

    Modelling and Analysis of Consumer Decision Making using A Stochastic Framework

    • Adnane Alaoui, presenter, University of Edinburgh
    • Jamal Ouenniche, University of Edinburgh

    The aim of this research is to design new stochastic models for predicting consumer behaviour with respect to an exhaustive set of choices that consumers face in a typical purchasing experience. Models are developed for both homogeneous and heterogeneous consumer groups. The effectiveness of our models is empirically tested using real life panel scanner data on the US market with respect to a variety of consumer products.

  • 04:45 PM - 05:10 PM

    Is Umbrella Branding Strategy always Profitable for Private Labels?

    • Naoual Amrouche, presenter, Long Island University
    • Tarek Ben Rhouma, GERAD - HEC-Montréal
    • Georges Zaccour, Chair in Game Theory and Management, GERAD and HEC Montréal

    Umbrella branding strategy means using the same name to market different products. The paper investigates when such strategy is profitable for a retailer offering national brands and its store brands. The analysis includes the strategic interactions between channel members and the positive spillover between private labels’ sales in different categories.