Handbook of Marketing Analytics

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Cornerstone Research affiliated experts and staff contributed chapters on methods and applications in marketing management, public policy, and litigation support.

Cornerstone Research staff members and affiliated experts contributed chapters to the Handbook of Marketing Analytics. The textbook showcases the analytical methods used in marketing and their high-impact real-life applications.

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 and Cornerstone Research senior advisor. Cornerstone Research staff and experts contributed the following chapters:

Chapter 4: Time-Series Models of Short-Run and Long-Run Marketing Impact

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

Chapter 13: Meta Analysis in Marketing

Donald R. Lehmann, Columbia University

Chapter 17: Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities

Natalie Mizik, University of Washington

Chapter 23: Nudging Healthy Choices with the 4Ps Framework for Behavior Change

Ravi Dhar, Yale University

Chapter 33: Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., Defendant

Rahul Guha,  Cornerstone Research

Darius Onul, Cornerstone Research

Sally D. Woodhouse, Cornerstone Research

Chapter 36: Machine Learning in Litigation

Vildan Altuglu, Cornerstone Research

Rainer Schwabe, Cornerstone Research

Handbook of Marketing Analytics

Authors

Dominique M. Hanssens

Distinguished Research Professor of Marketing,
UCLA Anderson School of Management,
University of California, Los Angeles;
Senior Advisor, Cornerstone Research

Natalie Mizik

Professor of Marketing,
J. Gary Shansby Endowed Chair in Marketing Strategy,
Foster School of Business,
University of Washington

  • New York

Vildan Altuglu

Vice President

Pradeep K. Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service
Professor of Marketing,
University of Chicago Booth School of Business

Ravi Dhar

George Rogers Clark Professor of Management and Marketing,
Director, Center for Customer Insights,
Yale School of Management;
Professor of Psychology, Yale University

  • Chicago

Rahul Guha

Chief Executive Officer

  • Boston

Sally D. Woodhouse

Senior Vice President

  • New York

Rainer Schwabe

Principal