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First Degree Price Discrimination Using Big Data

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  • Benjamin Reed Shiller

    (Economics Department, Brandeis University)

Abstract

Second and 3rd degree price discrimination (PD) receive far more attention than 1st degree PD, i.e. person-specific pricing, because the latter requires previously unobtainable information on individuals’ willingness to pay. I show modern web behavior data reasonably predict Netflix subscription, far outperforming data available in the past. I then present a model to estimate demand and simulate outcomes had 1st degree PD been implemented. The model is structural, derived from canonical theory models, but resembles an ordered Probit, allowing methods for handling massive datasets. Simulations show using demographics alone to tailor prices raises profits by 0.14%. Including web browsing data increases profits by much more, 1.4%, increasingly the appeal of tailored pricing, and resulting in some consumers paying twice as much as others do for the exact same product. There is an updated version of this paper. Personalized Discrimination Using Big Data, working paper #108.

Suggested Citation

  • Benjamin Reed Shiller, 2013. "First Degree Price Discrimination Using Big Data," Working Papers 58, Brandeis University, Department of Economics and International Businesss School, revised Jan 2014.
  • Handle: RePEc:brd:wpaper:58
    as

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    File URL: http://www.brandeis.edu/economics/RePEc/brd/doc/Brandeis_WP58R2.pdf
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    File URL: http://www.brandeis.edu/economics/RePEc/brd/doc/Brandeis_WP58R.pdf
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    File URL: http://www.brandeis.edu/economics/RePEc/brd/doc/Brandeis_WP58.pdf
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    References listed on IDEAS

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    Cited by:

    1. Jullien, Bruno & Reisinger, Markus & Rey, Patrick, 2019. "Personalized Pricing and Distribution Strategies," TSE Working Papers 19-995, Toulouse School of Economics (TSE), revised Mar 2022.
    2. Dirk Bergemann & Alessandro Bonatti, 2019. "Markets for Information: An Introduction," Annual Review of Economics, Annual Reviews, vol. 11(1), pages 85-107, August.
    3. Paul Belleflamme & Wing Man Wynne Lam, & Wouter Vergote, 2020. "Competitive Imperfect Price Discrimination and Market Power," Marketing Science, INFORMS, vol. 39(5), pages 996-1015, September.
    4. Chongwoo Choe & Stephen King & Noriaki Matsushima, 2018. "Pricing with Cookies: Behavior-Based Price Discrimination and Spatial Competition," Management Science, INFORMS, vol. 64(12), pages 5669-5687, December.
    5. Boot, Arnoud W A & Hoffmann, Peter & Laeven, Luc & Ratnovski, Lev, 2020. "Financial Intermediation and Technology: What's Old, What's New?," CEPR Discussion Papers 15004, C.E.P.R. Discussion Papers.
    6. Hindermann, Christoph Michael, 2018. "Price Discrimination in Online Retail," EconStor Preprints 181294, ZBW - Leibniz Information Centre for Economics.
    7. Imke Reimers & Benjamin R. Shiller, 2018. "Proprietary Data, Competition, and Consumer Effort: An Application to Telematics in Auto Insurance," Working Papers 119, Brandeis University, Department of Economics and International Businesss School.
    8. Jacopo Arpetti & Antonio Iovanella, 2019. "Towards more effective consumer steering via network analysis," Papers 1903.11469, arXiv.org, revised Nov 2019.
    9. Jean-Pierre H. Dubé, 2018. "Microeconometric Models of Consumer Demand," NBER Working Papers 25215, National Bureau of Economic Research, Inc.
    10. Dengler, Sebastian & Prüfer, Jens, 2021. "Consumers' privacy choices in the era of big data," Games and Economic Behavior, Elsevier, vol. 130(C), pages 499-520.
    11. Yiquan Gu & Leonardo Madio & Carlo Reggiani, 2019. "Data Brokers Co-Opetition," CESifo Working Paper Series 7523, CESifo.
    12. Stephanie Assad & Robert Clark & Daniel Ershov & Lei Xu, 2020. "Algorithmic Pricing and Competition: Empirical Evidence from the German Retail Gasoline Market," CESifo Working Paper Series 8521, CESifo.
    13. Foschi, Matteo, 2017. "Self-Control in the Retailing Industry: Inducing Rejection of Loyalty Schemes," CRETA Online Discussion Paper Series 37, Centre for Research in Economic Theory and its Applications CRETA.
    14. Imke Reimers & Benjamin R. Shiller, 2018. "Welfare Implications of Proprietary Data Collection: An Application to Telematics in Auto Insurance," Working Papers 119R, Brandeis University, Department of Economics and International Businesss School, revised May 2018.
    15. Jacopo Arpetti & Antonio Iovanella, 2020. "Towards more effective consumer steering via network analysis," European Journal of Law and Economics, Springer, vol. 50(3), pages 359-380, December.
    16. Baye, Irina & Sapi, Geza, 2014. "Targeted pricing, consumer myopia and investment in customer-tracking technology," DICE Discussion Papers 131, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    17. Paul Belleflamme & Wing Man Wynne Lam & Wouter Vergote, 2017. "Price Discrimination and Dispersion under Asymmetric Profiling of Consumers," Working Papers halshs-01502452, HAL.
    18. Jean-Pierre Dubé & Sanjog Misra, 2017. "Personalized Pricing and Consumer Welfare," NBER Working Papers 23775, National Bureau of Economic Research, Inc.
    19. Bäck, Asta & Hajikhani, Arash & Jäger, Angela & Schubert, Torben & Suominen, Arho, 2022. "Return of the Solow-paradox in AI? AI-adoption and firm productivity," Papers in Innovation Studies 2022/1, Lund University, CIRCLE - Centre for Innovation Research.
    20. Boot, Arnoud & Hoffmann, Peter & Laeven, Luc & Ratnovski, Lev, 2021. "Fintech: what’s old, what’s new?," Journal of Financial Stability, Elsevier, vol. 53(C).
    21. Antoine Dubus, 2021. "Behavior-Based Price Discrimination with Strategic Customer Targeting," Working Papers hal-03269586, HAL.
    22. de Pedraza, Pablo & Vollbracht, Ian, 2020. "The Semicircular Flow of the Data Economy and the Data Sharing Laffer curve," GLO Discussion Paper Series 515, Global Labor Organization (GLO).
    23. Gesche, Tobias, 2018. "Reference Price Shifts and Customer Antagonism: Evidence from Reviews for Online Auctions," VfS Annual Conference 2018 (Freiburg, Breisgau): Digital Economy 181650, Verein für Socialpolitik / German Economic Association.

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