Personal website

Neslin on the power of database marketing

Scott A. Neslin

Albert Wesley Frey Professor of Marketing

E-Mail: scott.a.neslin@tuck.dartmouth.edu Phone: 603-646-2841

BS, Cornell University, 1974; PhD, Massachusetts Institute of Technology, 1978

Areas of expertise

Management science, marketing, statistics

Current research topics

Database marketing, sales promotion, measuring marketing effectiveness, multichannel customer management, optimal contact models, loyalty programs

Selected Publications

"Sales Promotion," in MSI Relevant Knowledge Series, Marketing Science Institute, 2002; with P. Kopalle, "The Economic Viability of Frequency Reward Programs in a Strategic Competitive Environment," Review of Marketing Science, 1, 2003; with K. Ailawadi and D. Lehmann, "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67(4), 2003; with S. Macé, "The Determinants of Pre- and Post-Promotion Dips in Sales of Frequently Purchased Goods, Journal of Marketing Research, 41(3), 2004; with K. Ailawadi and P. Kopalle, "Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analyses," Marketing Science, 24(1), 2005; with G. Taylor, "The Current and Future Sales Impact of a Frequency Reward Program," Journal of Retailing, 81(4), 2005; with S. Gupta, W. Kamakura, J. Lu, and C.H. Mason, "Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models," Journal of Marketing Research, 43(2), 2006; with K. Ailawadi, K. Gedenk, and C. Lutsky, "Decomposition of the Sales Impact of Promotion-Induced Stockpiling, Journal of Marketing Research, 44(3), 2007; with A. Ansari and C. Mela, "Customer Channel Migration," Journal of Marketing Research, 45(1), 2008; with R.C. Blattberg and B. Kim, Database Marketing: Analyzing and Managing Customers, Springer International Series in Quantitative Marketing, 2008

Awards

Harold F. Maynard Award, Journal of Marketing, 2003; John D.C. Little Best Paper Award, INFORMS, 2005; Overseers' Medal, Tuck School, 2008

Professional Activities

Academic positions: Tuck School of Business, 1978–present; Visiting Associate Professor, Massachusetts Institute of Technology, 1984; Senior Visiting Research Scholar, School of Organization and Management, Yale University, 1989–90; Visiting Scholar, Teradata Center for Customer Relationship Management at Duke University, Fuqua School of Business, 2002

Board memberships: President-Elect, INFORMS Society for Marketing Science, 2008–present

Editorial positions: Editorial Board, Journal of Marketing, Journal of Marketing Research, Marketing Letters; Area Editor, Marketing Science