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DESCRIPTION:Ms. Aysun Mutlu\, a doctoral student at McGill University in th
 e area of Operations Management will be presenting her research proposal e
 ntitled:\n\nCUSTOMER ENGAGEMENT WITH PROMOTIONAL INCENTIVES IN SUBSCRIPTIO
 N-BASED BUSINESSES\n\n \n\n\n\nFriday\, February 14\, 2025\, from 14:00 PM
  to 16:00 PM\n\nStudent Committee Chair: Professor Mehmet Gumus and Profes
 sor Saibal Ray\n\nPlease note that the presentation will be conducted on Z
 oom. Only the student and their committee members will participate in the 
 presentation.\n\n\nABSTRACT\n\nCustomer engagement remains a critical chal
 lenge in retail management\, particularly within subscription-based busine
 ss models. While companies employ various promotional incentives to drive 
 engagement and enhance customer lifetime value\, the effectiveness and lon
 g-term impact of these strategies require further investigation. Subscript
 ion services\, especially in the food sector\, have experienced significan
 t growth in recent years\, making it essential to understand how different
  promotion framings influence customer behavior over time. This research s
 eeks to contribute to this understanding through randomized field experime
 nts and prescriptive analytical models\, analyzing both the immediate and 
 long-term effects of promotional strategies.\n\nThe first chapter introduc
 es the experimental design and examines the immediate impact of various pr
 omotional approaches. It provides an in-depth analysis of the experiment\,
  which investigates how different incentive structures affect customer eng
 agement and basket size. This analysis also explores variations in promoti
 onal effectiveness across distinct customer segments through heterogeneity
  analysis.\n\nThe second chapter shifts focus to long-term engagement and 
 the effects of delayed rewards. By incorporating post-experiment data\, th
 is section evaluates how promotions influence customer retention and lifet
 ime value. It also presents findings from employing model-free analysis an
 d statistical techniques\, including difference-in-differences\, to measur
 e the sustained impact of promotions and their interactions with customer 
 behavior over time.\n\nThe third chapter develops an analytical model for 
 optimizing promotional strategies\, integrating insights from the previous
  experiments. This prescriptive model provides actionable business recomme
 ndations\, identifying the most effective promotion types\, frequencies\, 
 target customer segments\, and budget allocation strategies. By offering a
  structured approach to maximizing promotional effectiveness\, the model a
 ids managerial decision-making in balancing short-term engagement with lon
 g-term customer value.\n\nThrough this structured analysis\, the thesis ai
 ms to enhance the understanding of promotional effectiveness in subscripti
 on-based business models while providing practical managerial insights for
  improving customer engagement strategies.\n	 \n
DTSTART:20250214T190000Z
DTEND:20250214T210000Z
SUMMARY:PhD Research Proposal Presentation: Aysun Mutlu
URL:https://www.mcgill.ca/desautels/channels/event/phd-research-proposal-pr
 esentation-aysun-mutlu-363547
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