Cornerstone Research professionals and experts contributed chapters on classical econometrics, structural econometrics, marketing management, and litigation support.
This thoroughly revised second edition of the Handbook of Marketing Analytics, with several chapters authored by Cornerstone Research professionals and affiliated experts, showcases analytical marketing methods and their high-impact real-life applications. These insights focus on classical econometrics, structural econometrics, marketing management, and litigation support.
This textbook was coedited by Professor Natalie Mizik of the University of Washington and Professor Dominique M. Hanssens of the UCLA Anderson School of Management.
Cornerstone Research professionals and experts contributed to the following chapters:
Chapter 4: Persistence modeling in marketing: from a descriptive and predictive focus to normative uses
- Dominique M. Hanssens, UCLA Anderson School of Management
Chapter 5: Panel data methods in marketing research
- Natalie Mizik, University of Washington
Chapter 9: Structural models in marketing
- Pradeep K. Chintagunta, University of Chicago Booth School of Business
Chapter 15: Panel data models for evaluating the effectiveness of direct-to-physician pharmaceutical marketing activities
- Natalie Mizik, University of Washington
Chapter 25: Causal methods to assess economic harm
- David Card of the University of California, Berkeley and Samid Hussain and Matteo Li Bergolis of Cornerstone Research
Chapter 29: Common (mis)applications of conjoint analysis in litigation
- David J. Reibstein of The Wharton School, University of Pennsylvania
Chapter 31: Supply-side considerations when using conjoint analysis in litigation
- John R. Hauser of Massachusetts Institute of Technology
Chapter 32: Artificial intelligence and machine learning in litigation and legal practice
- Vildan Altuglu, Mike DeCesaris, and Sachin Sancheti of Cornerstone Research
Chapter 35: Regression analysis in litigation: Jamie Pettit, et al., Plaintiff v. Proctor & Gamble Company, Defendant
- Todd Kumler and Alan F. D. Potter of Cornerstone Research
New York
