Mark’s research expertise are customer experience, segmentation, and the marketing mix. Her research assesses the impact of marketing tactics on firm performance by developing new models to account for complexities inherent in a multichannel retail environment.
In collaboration with f...
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Mark’s research expertise are customer experience, segmentation, and the marketing mix. Her research assesses the impact of marketing tactics on firm performance by developing new models to account for complexities inherent in a multichannel retail environment.
In collaboration with firms, she has developed marketing analytics to understand how much a consumer buys (dollar spend, frequency of purchases, choice, total sales) and how traditional and digital marketing campaigns influence purchases across retail channels (i.e., right-channeling, offline marketing activities nudging customers to buy from the web and vice versa).
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