The author thanks Tomomichi Amano, Timothy Bresnahan, Paul Ellickson, Pedro Gardete, Ron Goettler, Avery Haviv, Yufeng Huang, Mitch Lovett, Harikesh Nair, Sridhar Narayanan, Navdeep Sahni, Stephan Seiler, Takeaki Sunada, Anna Tuchman, the senior editor, the associate editor, and two anonymous reviewers for their insightful comments. The author is especially grateful to Wesley Hartmann for his guidance and support and to Peter Reiss for the invaluable feedback. Thank you also to seminar participants at Columbia, Cornell, Duke, Emory, Harvard, London Business School, Northwestern, Rochester, Stanford, University of California San Diego, University of Utah, University of Washington, University of Texas Dallas, University of Pennsylvania, and Wharton Customer Analytics Initiative Symposium for many helpful comments and suggestions. I thank the Wharton Customer Analytics Initiative and an anonymous sponsoring firm for the data resources.