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Advancing the science of marketing

Author

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  • Greg Allenby

    (Fisher College of Business, The Ohio State University)

Abstract

This paper presents a comprehensive overview of the significant contributions of the 2024 AMA Converse Award recipient Dr. Greg M. Allenby, as presented at the Converse Symposium held at the Gies College of Business, University of Illinois, at Urbana-Champaign. Highlighting the dual emphasis on theory and practice, the paper underscores Dr. Allenby’s pivotal role in advancing Bayesian statistical methods within marketing, thereby shaping modern marketing research methodologies. His work encompasses a broad spectrum of research, including choice modeling, heterogeneous response analysis, decision theory, and the integration of text data into marketing models. The paper also reflects on Dr. Allenby’s academic journey, professional achievements, and his influential role in national marketing and statistical organizations. Additionally, the paper discusses the historical context and ongoing evolution of the Converse Award, emphasizing its importance in recognizing and fostering innovation and leadership in the field of marketing.

Suggested Citation

  • Greg Allenby, 2025. "Advancing the science of marketing," Marketing Letters, Springer, vol. 36(2), pages 205-214, June.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:2:d:10.1007_s11002-024-09745-3
    DOI: 10.1007/s11002-024-09745-3
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    References listed on IDEAS

    as
    1. Greg M. Allenby & Peter E. Rossi, 1991. "Quality Perceptions and Asymmetric Switching Between Brands," Marketing Science, INFORMS, vol. 10(3), pages 185-204.
    2. Jeffrey Dotson & Joseph Retzer & Greg Allenby, 2008. "Non-normal simultaneous regression models for customer linkage analysis," Quantitative Marketing and Economics (QME), Springer, vol. 6(3), pages 257-277, September.
    3. Peter E. Rossi & Greg M. Allenby, 2003. "Bayesian Statistics and Marketing," Marketing Science, INFORMS, vol. 22(3), pages 304-328, July.
    4. Marc R. Dotson & Joachim Büschken & Greg M. Allenby, 2020. "Explaining Preference Heterogeneity with Mixed Membership Modeling," Marketing Science, INFORMS, vol. 39(2), pages 407-426, March.
    5. Hyowon Kim & Greg M. Allenby, 2022. "Integrating Textual Information into Models of Choice and Scaled Response Data," Marketing Science, INFORMS, vol. 41(4), pages 815-830, July.
    6. Kim, Youngju & Hardt, Nino & Kim, Jaehwan & Allenby, Greg M., 2022. "Conjunctive screening in models of multiple discreteness," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1209-1234.
    7. Sanghak Lee & Jaehwan Kim & Greg M. Allenby, 2013. "A Direct Utility Model for Asymmetric Complements," Marketing Science, INFORMS, vol. 32(3), pages 454-470, May.
    8. YiChun Miriam Liu & Jeff D. Brazell & Greg M. Allenby, 2022. "Non-linear pricing effects in conjoint analysis," Quantitative Marketing and Economics (QME), Springer, vol. 20(4), pages 397-430, December.
    9. Nobuhiko Terui & Masataka Ban & Greg M. Allenby, 2011. "The Effect of Media Advertising on Brand Consideration and Choice," Marketing Science, INFORMS, vol. 30(1), pages 74-91, 01-02.
    10. Peter E. Rossi & Robert E. McCulloch & Greg M. Allenby, 1996. "The Value of Purchase History Data in Target Marketing," Marketing Science, INFORMS, vol. 15(4), pages 321-340.
    11. Carl F. Mela & Jason Roos & Yiting Deng, 2013. "Invited Paper --A Keyword History of Marketing Science," Marketing Science, INFORMS, vol. 32(1), pages 8-18, September.
    12. Timothy J. Gilbride & Greg M. Allenby, 2004. "A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules," Marketing Science, INFORMS, vol. 23(3), pages 391-406, October.
    13. Sha Yang & Yuxin Chen & Greg Allenby, 2003. "Reply to Comments on “Bayesian Analysis of Simultaneous Demand and Supply”," Quantitative Marketing and Economics (QME), Springer, vol. 1(3), pages 299-304, September.
    14. John R. Howell & Sanghak Lee & Greg M. Allenby, 2016. "Price Promotions in Choice Models," Marketing Science, INFORMS, vol. 35(2), pages 319-334, March.
    15. Dong Soo Kim & Roger A. Bailey & Nino Hardt & Greg M. Allenby, 2017. "Benefit-Based Conjoint Analysis," Marketing Science, INFORMS, vol. 36(1), pages 54-69, January.
    16. Joachim Büschken & Greg M. Allenby, 2016. "Sentence-Based Text Analysis for Customer Reviews," Marketing Science, INFORMS, vol. 35(6), pages 953-975, November.
    17. Judy (Zijing) Zhang & H. Alice Li & Greg M. Allenby, 2024. "Using Text Analysis in Parallel Mediation Analysis," Marketing Science, INFORMS, vol. 43(5), pages 953-970, September.
    18. Sanghak Lee & Greg M. Allenby, 2014. "Modeling Indivisible Demand," Marketing Science, INFORMS, vol. 33(3), pages 364-381, May.
    19. Sha Yang & Yuxin Chen & Greg Allenby, 2003. "Bayesian Analysis of Simultaneous Demand and Supply," Quantitative Marketing and Economics (QME), Springer, vol. 1(3), pages 251-275, September.
    20. Greg M. Allenby & Thomas S. Shively & Sha Yang & Mark J. Garratt, 2004. "A Choice Model for Packaged Goods: Dealing with Discrete Quantities and Quantity Discounts," Marketing Science, INFORMS, vol. 23(1), pages 95-108, June.
    21. Greg M. Allenby, 1989. "A Unified Approach to Identifying, Estimating and Testing Demand Structures with Aggregate Scanner Data," Marketing Science, INFORMS, vol. 8(3), pages 265-280.
    22. Sandeep R. Chandukala & Jeffrey P. Dotson & Jeff D. Brazell & Greg M. Allenby, 2011. "Bayesian Analysis of Hierarchical Effects," Marketing Science, INFORMS, vol. 30(1), pages 123-133, 01-02.
    23. Adam N. Smith & Greg M. Allenby, 2020. "Demand Models With Random Partitions," Journal of the American Statistical Association, Taylor & Francis Journals, vol. 115(529), pages 47-65, January.
    24. Takuya Satomura & Jaehwan Kim & Greg M. Allenby, 2011. "Multiple-Constraint Choice Models with Corner and Interior Solutions," Marketing Science, INFORMS, vol. 30(3), pages 481-490, 05-06.
    25. Tatiana L Dyachenko & Greg M Allenby, 2023. "Is Your Sample Truly Mediating? Bayesian Analysis of Heterogeneous Mediation (BAHM)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 116-141.
    26. Qing Liu & Thomas Otter & Greg M. Allenby, 2007. "Investigating Endogeneity Bias in Marketing," Marketing Science, INFORMS, vol. 26(5), pages 642-650, 09-10.
    27. Geraldine Fennell & Greg Allenby & Sha Yang & Yancy Edwards, 2003. "The Effectiveness of Demographic and Psychographic Variables for Explaining Brand and Product Category Use," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 223-244, June.
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