Raghuram (Raghu) Iyengar

Zijun Tian, Ryan Dew, Raghuram Iyengar (2024), Mega or Micro? Optimal Influencer Selection by Follower Elasticity, Journal of Marketing Research.

Mingyung Kim, Eric Bradlow, Raghuram Iyengar (Under Review), A Bayesian Dual-Network Clustering Approach for Selecting Data and Parameter Granularities.

Abstract: While there are well-established methods for model selection (e.g., BIC, marginal likelihood), they generally condition on an a priori selected data (e.g., SKU-level data) and parameter granularity (e.g., brand-level parameters). That is, researchers think they are doing model selection, but what they are really doing is model selection conditional on their choices of data and parameter granularities. In this research, we propose a Bayesian dual-network clustering method as a novel way to make these two decisions simultaneously. To accomplish this, the method represents data and parameters as two separate networks with nodes being the unit of analysis (e.g., SKUs). The method then (a) clusters the two networks using a covariate-driven distance function which allows for a high degree of interpretability and (b) infers the data and parameter granularities that offer the best in-sample fit, akin to standard model selection methods. We apply our method to SKU-level demand analysis. The results show that the choices of data and parameter granularities based on our method as compared to those from extant approaches (e.g., latent class analysis) impact the demand elasticities and the optimal pricing of SKUs. We conclude by highlighting the generalizability of our framework to a broad array of marketing problems.

David Reibstein and Raghuram Iyengar (2023), Metaverse—will it change the world or be a whole new world in and of itself?, Academy of Marketing Science Review, 13 (), pp. 144-150.

Brian Gregg, Raghuram Iyengar, Mukul Pandya, David Reibstein, Eli Stein, Resilient Marketing: What’s Next in Growth (:, 2023)

Ravi Gupta, Raghuram Iyengar, Meghana Sharma, Carolyn C Cannuscio, Raina M. Merchant, David A. Asch, Nandita Mitra, David Grande (2023), Consumer Views on Privacy Protections and Sharing of Personal Digital Health Information, JAMA Network Open, 6 ().

Raghuram Iyengar, Qi Yu, Young-Hoon Park (2022), The Impact of Subscription Programs on Customer Purchases, Journal of Marketing Research, 59 (), pp. 1101-1119.

Mingyung Kim, Eric Bradlow, Raghuram Iyengar (2022), Selecting Data Granularity and Model Specification Using the Scaled Power Likelihood with Multiple Weights, Marketing Science, 41 (), pp. 848-866.

Zachary Frosch, Esin Namoglu, Nandita Mitra, Daniel Landsburg, Sunita Nasta, Justin Bekelman, Raghuram Iyengar, Carmen Guerra, Marilyn Schapira (2022), Willingness to Travel for Cellular Therapy: The Influence of Follow-Up Care Location, Oncologist Continuity, and Race, JCO Oncology Practice, 18 (), pp. 193-203.

Abstract: Patients weigh competing priorities when deciding whether to travel to a cellular therapy center for treatment. We conducted a choice-based conjoint analysis to determine the relative value they place on clinical factors, oncologist continuity, and travel time under different post-treatment follow-up arrangements. We also evaluated for differences in preferences by sociodemographic factors.

Eric Bradlow, Raghuram Iyengar, Barbara E. Kahn, Jerry (Yoram) Wind (2021), Wharton Marketing: Where Academia Meets Practice, Customer Needs and Solutions , 8 (Customer Needs and Solutions ), pp. 105-109.

Description: Bradlow, E.T., Iyengar, R., Kahn, B.E. et al. Wharton Marketing: Where Academia Meets Practice,  Customer Needs and Solutions (2021)

Ludovic Stourm, Raghuram Iyengar, Eric Bradlow (2020), A Flexible Demand Model for Complements Using Household Production Theory, Marketing Science, 39 (), pp. 763-787.