Open Access. Powered by Scholars. Published by Universities.®
Physical Sciences and Mathematics Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Physical Sciences and Mathematics
Analytics For Novel Consumer Insights (A Three Essay Dissertation), Utkarsh Shrivastava
Analytics For Novel Consumer Insights (A Three Essay Dissertation), Utkarsh Shrivastava
USF Tampa Graduate Theses and Dissertations
Both literature and practice have investigated how the vast amount of ever increasing customer information can inform marketing strategy and decision making. However, the customer data is often susceptible to modeling bias and misleading findings due to various factors including sample selection and unobservable variables. The available analytics toolkit has continued to develop but in the age of nearly perfect information, the customer decision making has also evolved. The dissertation addresses some of the challenges in deriving valid and useful consumer insights from customer data in the digital age. The first study addresses the limitations of traditional customer purchase measures …