Raghuram (Raghu) Iyengar

Raghuram Iyengar, Young-Hoon Park, ankit sisodia (Working), Customer Prototypicality and the Effectiveness of Segment-Level Personalization: Evidence from a Field Experiment.

Mingyung Kim, Eric Bradlow, Raghuram Iyengar (Forthcoming), A Bayesian Dual Clustering Approach for Selecting Data and Parameter Granularities.

Abstract: While there are well-established methods for model selection (e.g., BIC, marginal likelihood), they generally condition on an a priori selected data (e.g., SKU-level data) and parameter granularity (e.g., brand-level parameters). That is, researchers think they are doing model selection, but what they are really doing is model selection conditional on their choices of data and parameter granularities. In this research, we propose a Bayesian dual-network clustering method as a novel way to make these two decisions simultaneously. To accomplish this, the method represents data and parameters as two separate networks with nodes being the unit of analysis (e.g., SKUs). The method then (a) clusters the two networks using a covariate-driven distance function which allows for a high degree of interpretability and (b) infers the data and parameter granularities that offer the best in-sample fit, akin to standard model selection methods. We apply our method to SKU-level demand analysis. The results show that the choices of data and parameter granularities based on our method as compared to those from extant approaches (e.g., latent class analysis) impact the demand elasticities and the optimal pricing of SKUs. We conclude by highlighting the generalizability of our framework to a broad array of marketing problems.

Ning Wang, Jing Peng, Raghuram Iyengar, Mengcheng Guan, Jianbin Li (Under Review), Unboxing Privacy: How Discreet Packaging Shapes Consumer Purchases?.

Thomas Li, Raghuram Iyengar, Z. John Zhang (Working), The Exclusivity Paradox: Optimizing Online Strategies for Luxury Brands.

Khaled Boughanmi, Raghuram Iyengar, Young-Hoon Park (Working), Latent Theme-based Decomposition of the Causal Impact of Marketing Interventions.

Zijun Tian, Ryan Dew, Raghuram Iyengar (2024), Mega or Micro? Optimal Influencer Selection by Follower Elasticity, Journal of Marketing Research.

David Reibstein and Raghuram Iyengar (2023), Metaverse—will it change the world or be a whole new world in and of itself?, Academy of Marketing Science Review, 13 (), pp. 144-150.

Brian Gregg, Raghuram Iyengar, Mukul Pandya, David Reibstein, Eli Stein, Resilient Marketing: What’s Next in Growth (:, 2023)

Ravi Gupta, Raghuram Iyengar, Meghana Sharma, Carolyn C Cannuscio, Raina M. Merchant, David A. Asch, Nandita Mitra, David Grande (2023), Consumer Views on Privacy Protections and Sharing of Personal Digital Health Information, JAMA Network Open, 6 ().

Raghuram Iyengar, Qi Yu, Young-Hoon Park (2022), The Impact of Subscription Programs on Customer Purchases, Journal of Marketing Research, 59 (), pp. 1101-1119.