Presentation by Greg M. Allenby
Fisher College of Business, The Ohio State University
Professor Allenby’s research focuses on the development and application of Bayesian statistical methods in marketing. His research deals with quantifying aspects of consumer behavior using data routinely collected by most organizations, and, more recently, its relationship to behavior prior to the purchase, outside the marketplace. These insights are used to develop new approaches to market definition and market segmentation, and to improve product development, pricing, promotion and targeting activities.