Nuevo seminario de la serie “Nuevas soluciones con Big Data” organizados por el UC3M-Santander Big Data Institute (IBiDat) donde se presentarán problemas reales en distintos campos y la solución aportada utilizando todos los datos disponibles. Los seminarios intentan ser un punto de encuentro de profesionales y académicos para presentar problemas y analizar posibles soluciones basadas en Big Data.
El siguiente seminario será el miércoles 4 de junio a las 13:00 y finalizará a las 14:30. Será en formato presencial y on-line. Se impartirá en el campus de la Universidad Carlos III, en Getafe, en la sala 14.0.11.
En esta ocasión el seminario tendrá como título “The impact of sustainability programs on consumer purchase behavior: Evidence from Amazon” y será impartido por Davide Proserpio, Associate Professor of Marketing en la Universidad del Sur de California.
Resumen:
In 2020, Amazon launched the Climate Pledge Friendly (CPF) program to make it easy for customers to discover and shop for products with sustainability certifications. In this paper, we measure the causal impact of products qualifying for CPF on consumer purchase behavior. Using a dataset of about 45 thousand products spanning three categories, and a Difference-in-Differences identification strategy, we show that joining CPF leads to a 13.3% increase in Gross Merchandise Sales, 12.5% increase in sales, and 4.4% increase in shipped units in the next 12 weeks after adoption. These results are robust to different estimators, two identification strategies, longer time windows (24 and 48 weeks), and controlling for price, promotions, ad spend, ratings and reviews, and search rank. Importantly, we show that not accounting for these controls inflates estimates by 19-27%. These differences highlight the importance of controlling for concurrent marketing efforts when evaluating sustainability programs, as sellers often increase support for certified products. We conclude the paper by showing that products with low visibility as measured by product page views, and consumable products benefit the most from the program.
Será en inglés.
Los seminarios son de carácter abierto y gratuito, están organizados por Celia Rico (instituto.bigdata@uc3m.es) a la que puedes dirigirte para información adicional.
Se agradece confirmación de asistencia rellenando el siguiente formulario.