Join us for a special virtual lecture with Günter J. Hitsch, Kilts Family Professor of Marketing.

Günter J. Hitsch studies quantitative marketing and industrial organization. His research interests include dynamic models of firm and consumer decision-making with a specific focus on advertising, pricing, sequential learning and experimentation, and intertemporal consumer choice. His research also focuses on the application of causal inference and machine learning to applications that include optimal customer-targeting and pricing. His research aims to provide generalizable results that apply beyond specific case studies and serve as inputs for both the decision-making of marketing practitioners and academic research.

Data Science and Marketing Decision-Making:  Personalization, Incrementality, and Generalizability

Big data and artificial intelligence present great opportunities for marketing and business analytics.  However, to avoid pitfalls and to truly increase firm value, managers need to be mindful of three fundamental concepts:  Personalization, incrementality, and generalizability.  Professor Hitsch will share insights from his own research on state-of-the-art applications of these concepts as well as missed opportunities and pitfalls to be avoided.

This special lecture is not only an opportunity to hear some of his latest research, but also an opportunity to witness Chicago Booth’s unique approach to teaching and learning.

Register