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research
An Empirical Generalization of the Effects of Category Captainship
Abstract: “This paper makes use of Nielsen data to investigate the generalizability of category captainship and its impact on retailers. Category captainship is when a retailer selects a category captain to manage the product line assortment and optimization for all of the brands within a category, including the retailer’s private label and captain’s own brand. This has been shown to be optimal for the retailer and the captain and not as detrimental to the other brands as might be expected. But does this phenomenon generalize across many retailers? What characteristics attenuate the success of the practice across retailers?”
Recommended citation: "Does Category Captainship Work?," Jeffrey P. Dotson, Yasin Alan, Mumin Kurtulus, Marc Dotson, Morgan Bale, and Cameron Bale. Work in Progress. https://github.com/marcdotson/category-captainship
A Bayesian Dynamic Linear Model for Brand Equity
Co authors: Elea Feit and Eric Bradlow
talks
Talk 1 on Relevant Topic in Your Field
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Conference Proceeding talk 3 on Relevant Topic in Your Field
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teaching
MKTG 201: Introduction to Marketing Management
Recitation Instructor, Drexel University, Marketing
Undergraduate course teaching basics of Marketing through an online business simulation.
MKTG 367: Data-Driven Digital Marketing
Instructor, Drexel University, Marketing
“This course will provide students with an overview of the rapidly-emerging field of digital marketing. Since digital marketing is constantly changing, students will become proficient at learning about new digital marketing platforms, how each channel is used to communicate with customers and be able to develop a list of key questions to ask about any new marketing medium. Because data and analytics are an important component of digital marketing, students will also become proficient at using data to evaluate a marketing campaign. One of the best ways to assess marketing strategies is through A/B testing and students will become expert at planning, analyzing and reporting A/B tests. We will also discuss strategies for integrating data-based decision making into organizations.”