Individual choices determine their well-being. Identification of these choices is required for the growth of organizations. Not surprisingly, various models have been proposed to discern how individuals (e.g., consumers) make choices (Ross 1979; Thaler 1985; Bettman, Luce, and Payne 1998). However, the use of analytics is unraveling patterns of consumer choice not known before. For example, it is now becoming apparent that significant life events–such as marriage, buying a new house, or divorce–lead to changes in the purchase of coffee, cereal, or beer, respectively (Duhigg 2012). Further, organizations are influencing customer choice, by leveraging the power of analytics for advertising, as organizations are integrating their advertising across mediums, tracking consumer choices and optimizing ad strategies and spends (Nichols 2013). Similarly, technologies are enabling advanced loyalty and reward programs (Starvish 2011; Corstjens and Lal 2014). Firms are using location-based mobile advertising, making offers to customers based on their geographic location (Fang, Luo, and Keith 2015). The case study may present a detailed account of any of these or other uses of technologies, focusing on any one of the topics below.
Case Study #2 Topic Choices
Topic 1: What are the types of choices customer make while shopping, working, playing, relationship, or learning? How are firms using analytics to influence these choices? The case study may focus on any one or multiple domains or companies.
Topic 2: How are organization/s using digital advertising to market their offerings? The case may examine how organizations are using analytics to advertise their offerings to the new age consumers, by changing the content of the message, the timing of the message, or the channels and strategies used to send the message.
Topic 3: What is the role of analytics in influencing organizational mechanisms to incentivize customers to delay rewards. The study may focus on the influence on analytics on schemes for loyalty and participation in rewards programs, which encourage customers to stay with the company by delaying incentives.
Topic 4: How are firms using the power of analytics to identify what customers want and serve like-minded customer segments? How is analytics helping organizations customize offerings, to serve customers with similar aspirations?
Topic 5: Case study may highlight the challenges and opportunities in the organizational use of analytics. For example, does analytics use has any ill-effects on affordability (say jobs or income) of individuals. How are firms or individuals harnessing the power of analytics while overcoming these challenges?
Other topics: Participants are encouraged to find another topic (not listed here) in the domain of Analytics to unravel choice process, for their case study. Please write to us at firstname.lastname@example.org, to check if the topic may be appropriate for the competition.
Participants are advised to start by reading the book:
How Computational Technologies Influence Choice: A Neuroscientific Perspective Part 1. By Dr. Pankaj Setia
Accessible at http://thecomsociety.com/booklisting/book_detail/55
Please write to email@example.com for a free copy!