The Value of Descriptive Analytics: Evidence from Online Retailers

The authors are grateful for constructive feedback by the Senior Editor and the review team, and for helpful comments from Eva Ascarza, Eli Ben-Michael, Kathy Li, Ilya Morozov, Simha Mummalaneni, Davide Proserpio, Dave Reibstein, Christophe Van den Bulte, Jeff Wooldridge, and Lynn Wu as well as seminar participants at Ben Gurion University, Brock University, Harvard Business School, Hebrew University of Jerusalem, Northeastern University, Northwestern University, University of Massachusetts Amherst, and Vrije Universiteit Amsterdam and participants at the Marketing Analytics Symposium Sydney, the Marketing Science Conference, the Northeastern Marketing Conference, and the Marketing in Israel Conference. They are indebted to the anonymous analytics service provider that provided the data. Shawn Zamechek and Hengyu Kuang provided excellent research assistance.