Downloads
Study: "Bachelor's, what next?"
The dataset to the recent study on the topic
“Bachelor’s, what next?”
can be accessed here after a registration free of charge.
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Projects
Here are two examples for innovative applications in quantitative marketing. Very good students are offered to work on projects like these as early as the beginning of their second year.
 Competence Center - Search Engine Marketing
When using search engines as an advertising channel companies have to decide how much
they will pay to the search engine per click on their banner ad. You can try out the bidding
model we developed by clicking on the logo to the right. References:
- Skiera, Bernd/ Gerstmeier, Eva/Stepanchuk, Tanja (2008): "Suchmaschinenmarketing: Rentable Wortwahl",
Absatzwirtschaft, 51.Jg., Sonderausgabe zum Deutschen Marketing-Tag 2008, 51. Jg., S. 154-156.
- Skiera, Bernd/ Gerstmeier, Eva (2008), "Suchmaschinenmarketing: Profitabel Kunden gewinnen", die bank, Sonderausgabe zur E.B.I.F., S. 50-54.
 Pay-What-You-Want
is a new variant of dynamic pricing. Potential buyers simply decide how much they
want to pay. PWYW is a very powerful acquisition tool and generates valuable information about demand. A click on the logo provides you with more information (in German). A useful English refernce is:
- Kim, J./Natter, M./Spann, M. (2009): "Pay-What-You-Want - A New Participative Pricing Mechanism ", Journal of Marketing.
Return on Marketing Investments in Two-Sided Markets
In two-sided markets an intermediary brings together two distinct customer populations, such as buyers and sellers on an e-commerce platform. In these markets, assigning investments to customer populations and quantifying their impact on the customer base is complex. We show that measuring the value of the customer base may provide a remedy. Thereby, we develop a model for Customer Equity and the growth process of customer populations in two-sided markets, and apply our model to an e-commerce platform. Our results highlight a significant contribution of buyers to the intermediary’s Customer Equity. Analyzing former investments we find further evidence to rather invest in buyers than sellers and to promote investments that reduce buyers’ uncertainties concerning products, intermediary and sellers.
- Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010): "Asymmetric Network Effects in Two-Sided Markets: Measuring the Value of the Customer Base", in Proceedings of the 39th Conference of the European Marketing Academy (EMAC), Copenhagen, Denmark (*nominated for the best paper award based on a doctorial dissertation)
- Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010): "Asymmetric Network Effects in Two-Sided Markets: Measuring the Value of the Customer Base", in Proceedings of the 32nd INFORMS Marketing Science Conference, Cologne, Germany
Campus and the City
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