Competitive Mobile Geo Targeting

@article{Chen2017CompetitiveMG,
  title={Competitive Mobile Geo Targeting},
  author={Yuxin Chen and Xinxin Li and Monic Sun},
  journal={Mark. Sci.},
  year={2017},
  volume={36},
  pages={666-682}
}
We investigate in a competitive setting the consequences of mobile geo targeting, the practice of firms targeting consumers based on their real-time locations. A distinct market feature of mobile geo targeting is that a consumer could travel across different locations for an offer that maximizes his total utility. This mobile-deal seeking opportunity motivates firms to carefully balance prices across locations to avoid intrafirm cannibalization, which in turn mitigates interfirm price… 
View via Publisher
people.bu.edu
42 Citations
Highly Influential Citations
1
Background Citations
14
Methods Citations
2

Figures and Tables from this paper

42 Citations

Customer recognition and mobile geo-targeting

We focus on four important features of mobile targeting. First, consumers' real-time locations are known to sellers. Second, location is not the only factor determining how responsive consumers are…

Optimal strategies of mobile targeting promotion under competition

Competitive location-based mobile coupon targeting strategy

No. 045/2021/MKT/POM Mobile Geo-Targeting: Inside vs. Outside a Mall

Although the extant literature has much research on location-based targeting, it does not distinguish between inside and outside a location. This paper extends the literature by considering mobile…

A Theoretical Analysis of the Pricing and Advertising Strategies with Lévy-Walking Consumers

  • Wei WangGang Li
  • Business, Economics
    J. Theor. Appl. Electron. Commer. Res.
  • 2021
The pervasive adoption of mobile devices and proximity technologies enables firms to trace consumers’ trajectories and locations. This connects firms’ marketing and operations strategies more tightly…

Mobile Advertising and Traffic Conversion: The Effects of Front Traffic and Spatial Competition

Two Dimensional Targeted Coupon Strategy in Competition

Targeted coupons is an effective marketing tool for the firms. Consumers' preferences and their geographic positions are main factors the firms need to consider in competition. Hence, when firms set…

Distance and Local Competition in Mobile Geofencing

Analyzing a rich data set from one of the leading location-based marketing agencies and using a sophisticated Bayesian empirical methodology, it is found that having one more competitor in the consumer’s vicinity reduces click-through rate by about 1%, and a 1-mile increase in distance is associated with a 17.6% reduction in conversion rate.

Enhancing geotargeting with temporal targeting, behavioral targeting and promotion for comprehensive contextual targeting

Leveraging loyalty programs using competitor based targeting

A large new dataset on retail purchases before and after joining a loyalty program (LP) at the customer level is used to evaluate what determines LP effectiveness, suggesting that LPs work primarily through business stealing and not through other demand expansion.

References

SHOWING 1-10 OF 31 REFERENCES

Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions

As consumers spend more time on their mobile devices, a focal retailer's natural approach is to target potential customers in close proximity to its own location. Yet focal (own) location targeting…

Competitive Price Discrimination Strategies in a Vertical Channel Using Aggregate Retail Data

It is shown that it is possible, using store-level aggregate sales and marketing-mix information, to recover essential features of the underlying distribution of consumer willingness to pay and it is found that targeted pricing need not generate the prisoner's dilemma in this data.

Mobile Targeting

This study builds on a large-scale randomized experiment of short message service SMS texts sent to 12,265 mobile users to identify that temporal targeting and geographical targeting individually increase sales purchases.

Competitive Coupon Targeting

With the advent of panel data on household purchase behavior, and the development of statistical procedures to utilize this data, firms can now target coupons to selected households with considerable…

When to "Fire" Customers: Customer Cost-Based Pricing

It is found that when the customer cost heterogeneity is sufficiently large, it is optimal for firms to “fire” some of its high-cost customers, and customer cost-based pricing is profitable.

On the Strategic Choice of Spatial Price Policy

The strategic incentives, with respect to the choice of price policy in spatial competition, are analyzed in a duopoly model. Price discrimination emerges as the unique equilibriu m outcome in games…

The Perils of Behavior-Based Personalization

This paper investigates how the perils of behavior-based personalization change under alternative market conditions, such as firms' better knowledge about their own customers, consumer loyalty and inertia, consumer self-selection, and the need for classic designs.

The Strategic Value of High-Cost Customers

It is shown that, in competitive settings, traditional customer lifetime value metrics may lead to poor retention decisions because they do not account for the competitive externality that actions toward some customers impose on the cash flows from other customers.

Let Me Talk to My Manager: Haggling in a Competitive Environment

Although negotiating over prices with sellers is common in many markets such as automobiles, furniture, services, consumer electronics, etc., it is not clear how a haggling price policy can help a…

Competitive One-toOne Promotions

One-to-one promotions are possible when consumers are individually addressable and firms know something about each customer’s preferences. We explore the competitive effects of one-to-one promotions…