Carnegie Mellon University-Temple 2018 Conference on Digital Marketing and Machine Learning December 8-9, 2018 Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania

Conference Schedule

Saturday, Dec 8th, 2018 All rooms in The Tepper Quad

8.00 AM – 9 AM: Simmons A, *Registration & Breakfast *Conference Chairs Welcome 9 AM – 10.30 AM: Simmons A, Plenary Session 1, Chair: Timothy Derdenger Keynote Speaker Title Peter Fader (University of Pennsylvania) Customer Lifetime Value in a Machine Learning World Anindya Ghose () Using AI and Blockchain to Monetize the Mobile Economy Hema Yoganarasimhan (University of Washington) Personalized free trials: Design and evaluation Oded Netzer (Columbia University) Data as a Source of Research Innovation

10.30 AM – 11 AM: Coffee Break 11 AM – 12.30 PM: Concurrent Sessions 1

Room 2611 Room 2700 Room 2610

Session 1B Session 1C Session 1A (Digital Games, Online Reviews, & (Social Media, Consumer Minds, (Sharing Economy, Ratings) & Predictive Analytics) Hui Li (Carnegie Mellon Peer Influence) Pedro Ferreira (Carnegie Mellon Ying Xie (University of Texas at Dallas) University) University) Predicting User Activity, Engagement A Model of Tie Formation, Consumer Protection in & Churn in Mobile Games via Product Adoption, and Content Sharing Economy Constrained Joint Modeling Generation Siliang Tong (Temple University), Xueming Luo (Temple University), Gourab Mukherjee (USC), Trambak Mina Ameri (University of Pittsburgh), Zhijie Lin (Nanjing University), Banerjee (University of Southern Elisabeth Honka (University of California), Shantanu Dutta (USC) & Pulak California Los Angeles), Ying Xie Ghosh (IIM Bangalore) (University of Texas at Dallas) Market Shifts in a Sharing Online reviews, management Which Brands Are Best Suited to Economy: Impact of Airbnb responses, and gender bias: An Social Media Advertising? A Field on Housing Rentals empirical investigation Study of Social Media Advertising

Effects on Consumer Attitudes Yijin Kim (Carnegie Mellon Davide Proserpio (University of Southern University), Hui Li (Carnegie California), Isamar Troncoso (University of Yakov Bart (Northeastern University), Mellon University), Kannan Southern California), Francesca Valsesia Andrew Stephen (University of Oxford), Srinivasan (Carnegie Mellon (University of Washington) Felipe Thomaz (University of Oxford) University) Image network and interest group Do Spoilers Spoil: An Empirical Study - A heterogeneous network When Coupon Meets Sharing of Movie Reviews using Topic embedding approach to analyze Economy Modeling social curation on Pinterest

Shaojun Marco Qin (Temple Jun Hyun (Joseph) Ryoo (Western Liye Ma (University of Maryland), University), Xueming Luo (Temple University), Xin (Shane) Wang (Western Baohong Sun (Cheung Kong Graduate University), Zhijie Lin (Nanjing University), Shijie Lu (University of School of Business), Kunpeng Zhang University) Houston) (University of Maryland)

Linking Attribute Sentiment Probabilistic Topic Model for Hybrid How Does Variety of Previous Ads and Ratings: Endogenous Recommender Systems: A Stochastic Influence Consumer’s Ad Selection in Online Reviews Variational Bayesian Approach Response?

Ishita Chakraborty (Yale School of Asim Ansari (Columbia Business School), Omid Rafieian (University of Management), Minkyung Kim (Yale Yang Li (Cheung Kong Graduate School of Washington), School of Management), K. Sudhir Business in Beijing), Jonathan Z. Zhang Hema Yoganarasimhan (University (Yale School of Management) (University of Washington) of Washington)

Competitive Dynamics in the The Interplay of Information from Sharing Economy: An Friends and from the Crowd to An Investigation of Users' Decision Analysis in the Context of Search and to Purchase Experience on Information Disclosure Airbnb and Hotels Goods Omid Elmi (University of Texas at Baojiang Yang (Carnegie Mellon Hui Li (Carnegie Mellon Dallas), Ying Xie (University of Texas at University), Miguel Godinho de Matos University), Kannan Srinivasan Dallas) (Catolica Lisbon School of Business and (Carnegie Mellon University) Economics), Pedro Ferreira (Carnegie

Mellon University)

12.30 PM – 1.30 PM: Lunch 1.30 PM – 3.00 PM: Simmons A, Plenary Session 2, Chair: Hui Li Keynote Speaker Title K. Sudhir (Yale University) Can Friends Seed More Buzz and Adoption? Leveraging the Friendship Paradox Param Singh (Carnegie Mellon University) How much is an Image Worth? Airbnb Property Demand Estimation Leveraging Large Scale Image Analytics Foster Provost (New York University) Explaining the Decisions Made by Machine Learning- based Models Xueming Luo (Temple University) Voice-mining and AI Chatbot

3.00 PM – 3.30 PM: Coffee Break 3.30 PM – 5 PM: Concurrent Sessions 2

Room 2610 Room 2611 Room 2700

Session 2A Session 2B Session 2C (AI, Machine Learning, (p-Hacking, Consumer Targeting, (Pricing, & Automation) Conversational Commerce, & & Decision-making) Mustafa Dogan (Carnegie Mellon Information Design) Xi Chen (Erasmus University) University) Pedro M Gardete (Stanford University) Letting Logos Speak: A Machine Test & Roll: Profit Maximizing Blockchain Platform Network Learning Approach to Data-Driven A/B Tests Externalities: A Time-Series Logo Design Causal Analysis

Elea McDonnell Feit (Drexel Ryan Dew (University of Pennsylvania), Asim Ansari (Columbia University), University), Ron Berman (University of Hemang Subramanian (Florida Olivier Toubia (Columbia University) Pennsylvania) International University)

Evaluating and Improving p-Hacking and False Discovery in Paying Consumers for Targeting Policies with Field A/B Testing Attention: An Analysis of Experiments Using Counterfactual Blockchain-enabled Online Policy Logging Ron Berman (University of Advertising Models Pennsylvania), Leonid Pekelis Duncan Simester (Massachusetts Institute (OpenDoor), Aisling Scott, Christophe Michelle Y. Lu (McGill University), of Technology), Artem Timoshenko Van den Bulte (University of Mengze Shi (University of Toronto) (Massachusetts Institute of Technology), Pennsylvania) and Spyros I. Zoumpoulis (INSEAD) Machine and Human: A Field Algorithmic Pathways Depicting Digital Piracy, Extrinsic Experiment of AI Chatbot AI Routines for Customers’ Incentives, and Writer Efforts Disclosure for Conversational Purchase Decision Via Mobile

Commerce Xiaolin Li (University of Texas at Shopping Applications Dallas), Chenxi Liao (University of Xueming Luo (Temple University), Texas at Dallas), Ying Xie (University of Waymond Rodgers (University of Siliang Tong (Temple University), Zhe Texas at Dallas) Texas, University of Hull), Wen-Ling Qu (Fudan University), Zheng Fang Liu (The University of Hull), Thi M (Sichuan University) Nguyen (The University of Hull) Threats to Privacy versus Saving Multi-Homing and Platform Money: A Multi-Period Panel Automation of Jobs and Political Competition: A Natural Study of Consumer Choices in the Polarization Experiment in the Daily Deals Automobile Insurance Industry Market Pinar Yildrim (University of Miremad Soleymanian (University of Pennsylvania), Maria Petrova Hui Li (Carnegie Mellon University), British Columbia), Charles Weinberg (IPEG), Bledi Taska (Burning Glass Feng Zhu (Harvard Business School) (University of British Columbia), Ting Technologies) Zhu (Purdue University) Evaluating and Improving the In- Strategic Automation and Avoiding Lemons in Search of game Anti-addiction System: Decision-Making Authority Peaches: Designing Information Implications for Consumer Usage

Provision and Welfare Mustafa Dogan (Carnegie Mellon

University), Alexandre Jacquillat Pedro M Gardete (Stanford University), Xi Chen (Erasmus University), Xueming (Carnegie Mellon University), Pinar Megan H. Antill (Stanford University) Luo (Temple University), Cheng Zhang Yildirim (University of Pennsylvania) (Fudan University)

6PM – 7 PM: Simmons A, Conference Reception

Sunday, Dec 9th, 2018 All rooms in The Tepper Quad

8.00 AM – 9 AM: *Registration & Breakfast 9 AM – 10.30 AM: Simmons A, Plenary Session 3, Chair: Alan Montgomery Keynote Speaker Title Rajdeep Grewal (University of North Carolina) Image Portfolio and Demand in the Sharing Economy Daria Dzyabura (New Economic School in Moscow) Visual Elicitation of Brand Perception Sridhar Narayanan (Stanford University) Attention, engagement, content creation and sharing on a social network: results from a field experiment Lan Luo (University of Southern California) Machine Learning of New Product Design, Prejudices, and Restaurant Survival

10.30 AM – 11 AM: Coffee Break 11 AM – 12:30 PM: Concurrent Sessions 3

Room 2610 Room 2611 Room 2700

Session 3A Session 3B Session 3C (Deep Learning, Predictive (Multichannel Marketing: App- (Recommendation Systems, Analytics, & Consumer rooming, Peer Influence, & Analytics, & Search Models) Engagement) Conversions) Marcel Goic (University of Chile) Dokyun Lee (Carnegie Mellon Peter J. Danaher (Monash University) University), The Effect of Image and Text Investigation of Chinese Sentiment and Complexity on Cosmopolitan Online Behaviors and online shopping behavior and Consumer Engagement with Offline Travel Patterns Internet shopping platform Brand-Themed User-Generated characteristics Content Chenshuo Sun (New York University), Anindya Ghose (New York University), Wang Xiao-yu (South China Eunhee (Emily) Ko (Emory Xueming Luo (Temple University) University of Technology): Ran University), Douglas Bowman (Emory Lin‐zan (South China University of University) Technology) Binge Yourself Out: The Increasing Consumer It’s Free if You Want it: Measuring Effect of Binge Watching on Engagement with Firm- Cross-Channel Spillovers from Online the Subscription of Video on Generated Social Media Content: User Engagement Demand The Role of Images and Words

Miguel Godinho de Matos Adithya Pattabhiramaiah (Georgia Tech), Eugene Pavlov (University of (Catolica Lisbon School of Eric Overby (Georgia Tech), Lizhen Xu Washington), Natalie Mizik (University Business and Economics), Pedro (Georgia Tech) of Washington) Ferreira (Carnegie Mellon University) Deep Learning of Big Data and Streaming Analytics for Real- Multi-channel Conversion Attribution: Field Experiment: Analytics for Time Customer Sentiment A Machine Learning Approach Customer Selection and Determination and Reporting

for Brick-and-Mortar Campaign Targeting Qingchen Wang (University of Amsterdam), Piet Pepperkorn (University of Groningen), Retailers Kunpeng Zhang (University of Maarten Soomer (University of Amsterdam) Maryland), Xueming Luo (Temple Felix Weber (Universität University) Duisburg-Essen) Quantifying the Likelihood of App-rooming: Implications for Recommendation Systems in Advertisement Skipping in Omnichannel Promotions Crowdfunding YouTube using and Survey Data Siliang Tong (Temple University), Takeshi Lalit Jain (University of Moriguchi (Waseda University), Debashish Washington) Moran Cerf () Ghose (Temple University) Advertising Effectiveness for Multiple Focused Concept Miner (FCM): Brands in a Multimedia and An Interpretable Deep Learning Category Pricing Multichannel Environment for Text Exploration Optimization Using Data

Driven Constraints Peter J. Danaher (Monash University), Dokyun Lee (Carnegie Mellon Tracey S. Danaher (Monash University), University), Emaad Ahmed Manzoor Luis Aburto (University of Chile), Michael S. Smith (Melbourne Business (Carnegie Mellon University), Zhaoqi Marcel Goic (University of Chile) School), Ruben Loaiza-Maya (Melbourne Cheng (Carnegie Mellon University) Business School)

12:30 PM – 1:30 PM: Lunch 1:30 PM – 3:20 PM: Concurrent Sessions 4

Room 2700 Room 2610 Room 2611

Session 4C Session 4A Session 4B (Online Compulsion, Social Media, & (Mobile Shopping, Media, & (Online Markets, & Mobile Middleware) Targeting) Wallets) Milan Miric (University of Southern Wreetabrata Kar (Purdue University) Navdeep Sahni (Stanford University) California) Effect of Accessibility of Offline Retailers on Mobile Shopping: Expertise Assessment and Vices Go Together: Product purchase Implications for Inequality in Reputation Deflation in Online after online compulsion

Emerging Markets Labor Markets Radek, Anatoli, Thomas, Koen Pauwels Xuebin Cui (Tsinghua University), Marios Kokkodis (Boston College) (Northeastern University) Ting Zhu (Purdue University), Yubo Chen(Tsinghua University) How Platform Recommendation Algorithms Content Monetisation and A Study on Social Media Influencers’ Incentivize Sellers in Sharing Preview Design Role in Consumer’s Path to Purchase Economy Dai Yao (National University of Falguni Vasavada-Oza (MICA), Khyati Singapore), Kaiquan Xu (Nanjing Zhijie Lin (Nanjing University), Jagani (Flame University), Nishanshi Sukla University) Siliang Tong (Temple University), (IIM-Ahmedabad) Jing Li (Hong Kong Polytechnic University) Facilitating the chain of big data Optimizing the Composition of analytics capabilities to value co- Paid Content in a Freemium Do Your Social Contacts Make You a creation: The role of marketing Model Better Borrower? A Field Experiment

capabilities Daniela Schmitt (University of Tian Lu (Carnegie Mellon University, Fudan Mannheim), Florian Stahl Chu-Bing Zhang (Tianjin University University), Xianghua Lu (Fudan University), (University of Mannheim), of Finance and Economics), Yu-Dong Chong (Alex) Wang (Peking University) Zhang (Nankai University), Dong-Jin Raghuram Iyengar (University of Li (Nankai University) Pennsylvania) Disruptive Potential of Mobile A Hidden Semi-Markov Model The Impact of Social vs. Non-Social Wallets: Diffusion Modeling of Customer-Multichannel Referring Channels on Online News and Strategic Implications Engagement Dynamics Consumption

V Kumar (Georgia State University), Sharmistha Sikdar (Cornell Sagit Bar-Gill (), Yael Nandini Nim (Georgia State University), Giles Hooker (Cornell Inbar (Carnegie Mellon University), Shachar University), Amit Agarwal (Georgia University) Reichman (Tel Aviv University) State University) Customer Loyalty, Email A Field Experiment on The Language of Brands in Social Promotions, and Conversion: An Whether and How Free Sample Media: Mapping Brand Image Based Application of Machine Promotion Increase Purchase on Distinctive Brand Language Learning on Targeted on Digital Retail Platforms Markers Promotions Lin Boldt (University of Central Vanitha Swaminathan (University of James Chester Reeder, III (Purdue Florida), Xiaoyi Wang (Zhejiang Pittsburgh), H. Andrew Schwartz (Stony University), Wreetabrata Kar (Purdue University) Brook University), Rowan Menezes University), Saayan Mitra (Adobe (Facebook), Shawndra Hill (Microsoft Research) Research)

Starting Cold: The Power of Advertising and Search Engine Social Networks in Predicting Middleware and the Direction of Usage Non-Contractual Customer Software Innovation

Behavior Navdeep Sahni (Stanford Milan Miric (University of Southern University), Charles Zhang (Stanford California), Hakan Ozalp (VU Amsterdam) Moran Cerf (Northwestern University) University)

Conference Adjourns