All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or nonfinancial interest in the subject matter or materials discussed in this manuscript. The authors want to thank the participants of the 2022 Marketing Dynamics Conference in Atlanta, Georgia, and the judging panel of the 2024 INFORMS-ISMS Gary L. Lilien Practice Prize Competition for their feedback and contributions. The authors also want to thank Deighton Jarrett, Ryan Cosgrove, Sarah Jakov, and Charles Smith for their collaboration and support as key institutional contacts at our partner organization, and to Szabi Apro for the creative visual design and compelling graphics featured in this paper.
