Two essays on mobile marketing

dc.contributor.advisorDuan, Jason
dc.contributor.advisorMahajan, Vijay, 1948-
dc.contributor.committeeMemberSun, Tianshu
dc.contributor.committeeMemberRao, Raghunath
dc.creatorLan, Xing (Ph. D. in marketing)
dc.date.accessioned2023-08-18T19:13:00Z
dc.date.available2023-08-18T19:13:00Z
dc.date.created2023-05
dc.date.issued2023-04-22
dc.date.submittedMay 2023
dc.date.updated2023-08-18T19:13:02Z
dc.description.abstractConsumers’ dependence on mobile technology for their daily personal and business dealings has created many new business touchpoints, which in turn bring about novel opportunities for marketers to understand consumers’ behavior and identify ways in which more effective marketing strategies can be utilized. In two essays, this dissertation explores two domains in mobile marketing where new insights can be gained. In the first essay, we leverage data collected from IoT sensors and combine with scanner transaction data to construct and estimate the entire offline conversion funnel for brick-and-mortar retail stores. We uncover the multi-stage effect of the marketing mix, and demonstrate the value of IoT data in enabling customized marketing strategies. In the second essay, we examine what makes mobile marketing communications effective by studying the design elements of app push notifications. We construct a theory-based framework and separate out the treatment effects of proposed design elements using a causal inference machine learning method. Our findings provide guidance for marketing managers on design choice that improves the effectiveness of future push messages.
dc.description.departmentMarketing
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/121154
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/47984
dc.language.isoen
dc.subjectMobile marketing
dc.subjectInternet-of-Things
dc.subjectMessage design
dc.subjectCausal forest
dc.titleTwo essays on mobile marketing
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentMarketing
thesis.degree.disciplineMarketing
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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