What's in a “Name”? Impact of Use of Customer Information in E-Mail Advertisements

Material TypeArticleLanguageEnglish
TitleWhat's in a “Name”? Impact of Use of Customer Information in E-Mail Advertisements Author(S)Sunil Wattal (Author)
Abstract  In this study, we examine how consumers respond to firms' use of two types of information for personalization: product preferences and name. We collect a unique data set of over 10 million e-mail advertisements sent by a website to over 600,000 customers who could buy the advertised products from the online merchant. We estimate a two-stage hierarchical model using Bayesian analysis to account for observable and unobservable consumer heterogeneity ...Paginationp679 - 697
SubjectManagementDescriptorsComputers Information technology
Journal TitleInformation Systems Research  
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