Handbook of Marketing Analytics


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

Chapter 5: Panel Data Methods in Marketing Research

Chapter 9: Structural Models in Marketing

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

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

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

Chapter 36: Machine Learning in Litigation

The views expressed herein do not necessarily represent the views of Cornerstone Research.

Handbook of Marketing Analytics


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 Advisor

  • Boston

Rainer Schwabe