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Author: Xin Zhang
Publisher:
ISBN:
Category :
Languages : en
Pages : 47
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Book Description
The widespread use of data analytics has profoundly reshaped the competitive landscape of online targeted advertising. Many demand-side platforms (DSP) that provide ad delivery for advertisers have integrated a data management platform (DMP) to become hybrid firms. The DMP performs data analytics to derive consumer insights that can increase the targeting accuracy of ad firms. This study builds an analytical model to examine the strategic interactions among the hybrid firm, the standalone DSP firm, and advertisers. Specifically, we investigate under what conditions the hybrid firm can leverage its data analytics capabilities to compete, cooperate, or coopete with the standalone DSP firm. We identify counter-intuitive cases in which one strategy (e.g., coopetition) can outperform the other strategies. We show that the level of data analytics, the degree of compatibility between the hybrid firm's DMP service and the standalone DSP firm, the mismatch cost of advertisers, and the marginal cost of the DSP service of the hybrid firm collectively define the optimal interaction and pricing strategies of firms and affect advertisers' surplus, sometimes in an unexpected direction. In addition, we show that the hybrid firm can provide discriminatory levels of data analytics in the coopetition strategy. Moreover, a new DMP entrant can motivate the hybrid firm to cooperate more and engage in less direct competition with the standalone DSP firm. Finally, the hybrid firm can strategically focus on advertisers operating in a niche market (rather than the mass market). We also discuss the theoretical and managerial implications of our results.
Author: Xin Zhang
Publisher:
ISBN:
Category :
Languages : en
Pages : 47
Get Book Here
Book Description
The widespread use of data analytics has profoundly reshaped the competitive landscape of online targeted advertising. Many demand-side platforms (DSP) that provide ad delivery for advertisers have integrated a data management platform (DMP) to become hybrid firms. The DMP performs data analytics to derive consumer insights that can increase the targeting accuracy of ad firms. This study builds an analytical model to examine the strategic interactions among the hybrid firm, the standalone DSP firm, and advertisers. Specifically, we investigate under what conditions the hybrid firm can leverage its data analytics capabilities to compete, cooperate, or coopete with the standalone DSP firm. We identify counter-intuitive cases in which one strategy (e.g., coopetition) can outperform the other strategies. We show that the level of data analytics, the degree of compatibility between the hybrid firm's DMP service and the standalone DSP firm, the mismatch cost of advertisers, and the marginal cost of the DSP service of the hybrid firm collectively define the optimal interaction and pricing strategies of firms and affect advertisers' surplus, sometimes in an unexpected direction. In addition, we show that the hybrid firm can provide discriminatory levels of data analytics in the coopetition strategy. Moreover, a new DMP entrant can motivate the hybrid firm to cooperate more and engage in less direct competition with the standalone DSP firm. Finally, the hybrid firm can strategically focus on advertisers operating in a niche market (rather than the mass market). We also discuss the theoretical and managerial implications of our results.
Author: Janet Driscoll Miller
Publisher: John Wiley & Sons
ISBN: 1119701260
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.
Author: Adebola Adeola
Publisher: Independently Published
ISBN:
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Beyond Analytics: Unlocking the Hidden Power of Competitive Ad Intelligence In the age of data-driven decision-making, analytics has become a cornerstone of business strategy. But what if there's a level of insight beyond the numbers-a hidden power that unlocks unparalleled growth for your brand? Welcome to Beyond Analytics: Unlocking the Hidden Power of Competitive Ad Intelligence, a game-changing guide for marketers, advertisers, and business leaders ready to move beyond basic data interpretation and into the realm of true competitive advantage. Discover the Untapped Potential of Competitive Ad Intelligence In this compelling and comprehensive book, industry expert Mr. Adebola Adeola takes you on a journey through the nuanced world of competitive ad intelligence-a domain that extends far beyond traditional analytics. Drawing from decades of experience in advertising strategy on both the agency and client sides, Mr. Adeola provides readers with the tools and knowledge to harness the power of competitive ad intelligence to outmaneuver rivals, dominate markets, and drive sustained business growth. What You'll Learn: The Evolution of Analytics: Begin with an exploration of how analytics has transformed over the years. Understand why basic data analysis is no longer enough in today's hyper-competitive landscape and how competitive ad intelligence is the next frontier for businesses seeking a cutting-edge advantage. Decoding Competitive Ad Intelligence: Gain a deep understanding of what competitive ad intelligence truly is and how it differs from traditional market research. Learn how to gather, interpret, and apply intelligence that goes beyond the surface to uncover your competitors' strengths, weaknesses, strategies, and blind spots. Strategic Application: Discover actionable strategies for leveraging competitive ad intelligence in real-world scenarios. From refining your advertising campaigns to crafting compelling brand messages that resonate more effectively than your competitors, this book offers practical insights you can apply immediately. Tools and Techniques: Navigate the landscape of tools and techniques available for gathering and analyzing competitive ad intelligence. Learn about cutting-edge technologies and methodologies that give your brand a decisive edge in the marketplace. Case Studies and Real-World Examples: Benefit from detailed case studies and examples that illustrate the transformative power of competitive ad intelligence. See how leading brands have used these strategies to not only survive but thrive in highly competitive markets. Ethical Considerations: Understand the ethical implications of competitive ad intelligence and how to navigate this space with integrity. Mr. Adeola emphasizes the importance of ethical practices in building long-term trust and success. Why This Book? Beyond Analytics: Unlocking the Hidden Power of Competitive Ad Intelligence isn't just another book on analytics. It's a call to action for marketers, advertisers, and business strategists to elevate their approach and think more strategically about the competitive landscape. As the lines between industries blur and competition intensifies, the insights shared in this book are invaluable to those looking to stay ahead of the curve. Whether you're a seasoned marketing professional, a business leader looking to innovate, or an entrepreneur eager to outmaneuver the competition, this book is your guide to mastering the art and science of competitive ad intelligence. Ready to Take Your Strategy Beyond Analytics? Unlock the hidden power of competitive ad intelligence and transform your brand's future. Purchase Beyond Analytics: today and start your market leadership journey.
Author: Giovanni B. Dagnino
Publisher: Routledge
ISBN: 1135219605
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
This innovative book portrays the state-of-the-art of coopetition strategy regarded as a compelling mindset to exploit entirely the potential of actors’ interdependencies (firms, governments, suppliers, customers, scientists and partners) in today’s global scenarios. It provides the rudiments for navigating an exploration journey into a virtually new and emergent management subfield. This volume presents three key distinctive features: it is the first attempt that delves systematically and rigorously into coopetition strategy and coopetitive behaviour; it clearly elucidates the contribution of coopetition to the advancement of strategic management and managerial practice; it is the outcome of the collective brains of several scholars, with diverse geographical roots and backgrounds, who cultivate original research on co-opetition strategy from a variety of perspectives (economic, managerial, political) and multiple methods (theory building, game-theoretical, experimental and inductive case-based inquiries). Looking into this volume, the reader will realize that, while the topic is at the beginning of its lifecycle, coopetition strategy has touched an important crossroads which solicits a more comprehensive and systematic assessment. If mindfully formulated and implemented, this hybrid strategic option is able to increase returns and generate value for shareholders, entrepreneurs, managers and coopetitors.
Author: Charles Wankel
Publisher: SAGE
ISBN: 1412949726
Category : Business & Economics
Languages : en
Pages : 1137
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Book Description
Ordered as part of a set on ID 7574134.
Author: Anne-Sophie Fernandez
Publisher: Routledge
ISBN: 1351734717
Category : Business & Economics
Languages : en
Pages : 564
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Book Description
This reference volume is the first to provide a comprehensive international survey of co-opetition research. Organised thematically and written by the world's most cited researchers in the field, it views the topic through the lens of a variety of disciplines including innovation, strategic management, marketing and operations management. This reference book is the definitive resource for researchers looking to understand the field of co-opetition throughout business and management
Author: J Carlos Jarillo
Publisher: Routledge
ISBN: 1136016252
Category : Business & Economics
Languages : en
Pages : 182
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Book Description
Strategic Networks examines the new style of industrial co-ordination which enables independent companies to work so closely together that they can sometimes present a 'single face' to the outside world. Co-ordination is not achieved by mergers and acquisitions, but through the creation of a 'strategic network' of companies working towards the same goals. Based on the author's extensive research, the book first analyses the economic arguments for industry co-ordination, and suggests in which industries it is most likely to occur. The second part of the book focuses on * managerial implications for this type of organization * impact on responsibilties * control without ownership * co-operation instead of competition * how to set up alliances and how to maintain them A wide range of international examples and cases are featured in the book. J. Carlos Jarillo is Professor of Strategy at the University of Geneva (previously Professor of General Management and International Strategy at IMD, Switzerland). His research on strategy has been widely published in more than two dozen articles and books. He also acts as senior adviser to a large number of international corporations.
Author: Marco Iansiti
Publisher: Harvard Business Press
ISBN: 1633697630
Category : Business & Economics
Languages : en
Pages : 175
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Book Description
"a provocative new book" — The New York Times AI-centric organizations exhibit a new operating architecture, redefining how they create, capture, share, and deliver value. Now with a new preface that explores how the coronavirus crisis compelled organizations such as Massachusetts General Hospital, Verizon, and IKEA to transform themselves with remarkable speed, Marco Iansiti and Karim R. Lakhani show how reinventing the firm around data, analytics, and AI removes traditional constraints on scale, scope, and learning that have restricted business growth for hundreds of years. From Airbnb to Ant Financial, Microsoft to Amazon, research shows how AI-driven processes are vastly more scalable than traditional processes, allow massive scope increase, enabling companies to straddle industry boundaries, and create powerful opportunities for learning—to drive ever more accurate, complex, and sophisticated predictions. When traditional operating constraints are removed, strategy becomes a whole new game, one whose rules and likely outcomes this book will make clear. Iansiti and Lakhani: Present a framework for rethinking business and operating models Explain how "collisions" between AI-driven/digital and traditional/analog firms are reshaping competition, altering the structure of our economy, and forcing traditional companies to rearchitect their operating models Explain the opportunities and risks created by digital firms Describe the new challenges and responsibilities for the leaders of both digital and traditional firms Packed with examples—including many from the most powerful and innovative global, AI-driven competitors—and based on research in hundreds of firms across many sectors, this is your essential guide for rethinking how your firm competes and operates in the era of AI.
Author: Robert W. Palmatier
Publisher:
ISBN: 9780965711494
Category : Customer relations
Languages : en
Pages : 142
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Book Description
Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
Author: Adam M. Brandenburger
Publisher: Crown Currency
ISBN: 0385479506
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
Now available in paperback, with an all new Reader's guide, The New York Times and Business Week bestseller Co-opetition revolutionized the game of business. With over 40,000 copies sold and now in its 9th printing, Co-opetition is a business strategy that goes beyond the old rules of competition and cooperation to combine the advantages of both. Co-opetition is a pioneering, high profit means of leveraging business relationships. Intel, Nintendo, American Express, NutraSweet, American Airlines, and dozens of other companies have been using the strategies of co-opetition to change the game of business to their benefit. Formulating strategies based on game theory, authors Brandenburger and Nalebuff created a book that's insightful and instructive for managers eager to move their companies into a new mind set.
