题　目：Measuring the Synergy Across Customer Touchpoints using Transformers

嘉　宾：P. K. Kannan, Dean's Cair in Marketing Science, University of Maryland

主持人：张铄 副教授 上海交通大学安泰经济与管理学院

时　间：2025年3月6日（周四）10:30-12:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院（包图）A507

内容简介:

When observing a sequence of customer interactions whether in B2B or B2C context, it is important for a firm to understand how these interactions relate to key objectives – qualified customer leads, customer conversion events, or churn. Inspired by recent development in Large Language Models (LLM), this research proposes a transformer-based framework that models the sequence of customer interactions in a way that resembles modeling a sequence of words in a sentence. Our proposed model accounts for the varying effects of interaction when it occurs at different times and the complex interactions between the various touchpoints on other touchpoints and events. We present an application in the multi-channel marketing context where the firm observes sequences of customer-firm encounters across multiple touchpoints. We show that our model successfully predicts the next touchpoint and the evolution of conversion rate over time at the individual level, as well as the contribution of each touchpoint to the conversion event. By unraveling the patterns within rich customer interaction data, our model provides a useful tool to help managers better understand and manage the customer journey with marketing interventions. In addition, our model has wide applicability in other areas, such as patient journeys in healthcare.

演讲人简介：

P. K. Kannan is Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. He is currently the Associate Dean for Strategic Initiatives at the Smith School. His research expertise is on marketing modeling, applying statistical, econometric, machine learning and AI methods to marketing data. His current research stream focuses on digital marketing - mobile marketing, attribution modeling, media mix modeling, new product/service development and customer relationship management (CRM). He has received several grants from the National Science Foundation (NSF), Mellon Foundation, SAIC, and PricewaterhouseCoopers for his work in this area and research papers have been published in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, and International Journal of Research in Marketing. His research has also won the prestigious John Little Best Paper Award (2008) and the INFORMS Society for Marketing Science Practice Prize Award (2007). His research has also been selected as a finalist for the Paul Green Award three times (2008, 2014, 2020) and he has won the AMA/MSI Paul Root Award twice (2014, 2016). He received the European Marketing Academy’s 2024 Distinguished Marketing Scholar Award for his outstanding marketing scholarship through extensive and impactful research and providing exemplary contributions to EMAC.  Dr. Kannan is an Associate Editor for Journal of Marketing Research and Journal of Marketing, and a Senior Editor at Production and Operations Management. He also serves on the editorial boards of Journal of Service Research. Dr. Kannan served as the Editor-in-Chief of International Journal of Research in Marketing (2018-2021) and as a Chair for the American Marketing Association SIG on Marketing Research and the INFORMS Service Science section.

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