What's in a "Name"? Impact of Use of Customer Information in E-Mail Advertisements

@article{Wattal2012WhatsIA,
  title={What's in a "Name"? Impact of Use of Customer Information in E-Mail Advertisements},
  author={Sunil Wattal and Rahul Telang and Tridas Mukhopadhyay and Peter Boatwright},
  journal={Information Systems Research},
  year={2012},
  volume={23},
  pages={679-697}
}
I this study, we examine how consumers respond to firms’ use of two types of information for personalization: product preferences and name. We collect a unique data set of over 10 million e-mail advertisements sent by a website to over 600,000 customers who could buy the advertised products from the online merchant. We estimate a two-stage hierarchical model using Bayesian analysis to account for observable and unobservable consumer heterogeneity. Our analysis suggests several interesting… CONTINUE READING

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