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-[{"authors":null,"categories":null,"content":"Hi!\rI'm Max, an Assistant Professor of Marketing at the Kelley School of Business, Indiana University Bloomington.\nMy research explores the intersection of quantitative marketing and modern data science. I combine machine learning tools, quantitative models, and unstructured data to study market structure, brand positioning, their evolution over time, and address managerial questions around Segmentation, Targeting, and Positioning (STP).\nYou can reach me at: mpmatthe [at] iu [dot] edu","date":1642636800,"expirydate":-62135596800,"kind":"term","lang":"en","lastmod":1642636800,"objectID":"56a2aaefbe04b09122b65aa4fc97e7c2","permalink":"","publishdate":"0001-01-01T00:00:00Z","relpermalink":"","section":"authors","summary":"Hi!\rI'm Max, an Assistant Professor of Marketing at the Kelley School of Business, Indiana University Bloomington.\nMy research explores the intersection of quantitative marketing and modern data science. I combine machine learning tools, quantitative models, and unstructured data to study market structure, brand positioning, their evolution over time, and address managerial questions around Segmentation, Targeting, and Positioning (STP).","tags":null,"title":"Maximilian Matthe","type":"authors"},{"authors":null,"categories":null,"content":"👋 Welcome to the Academic Template The Wowchemy Academic Resumé Template for Hugo empowers you to create your job-winning online resumé and showcase your academic publications.\nCheck out the latest demo of what you\u0026rsquo;ll get in less than 10 minutes, or view the showcase.\nWowchemy makes it easy to create a beautiful website for free. Edit your site in Markdown, Jupyter, or RStudio (via Blogdown), generate it with Hugo, and deploy with GitHub or Netlify. Customize anything on your site with widgets, themes, and language packs.\n 👉 Get Started 📚 View the documentation 💬 Chat with the Wowchemy community or Hugo community 🐦 Twitter: @wowchemy @GeorgeCushen #MadeWithWowchemy 💡 Request a feature or report a bug for Wowchemy ⬆️ Updating Wowchemy? View the Update Guide and Release Notes Crowd-funded open-source software To help us develop this template and software sustainably under the MIT license, we ask all individuals and businesses that use it to help support its ongoing maintenance and development via sponsorship.\n❤️ Click here to unlock rewards with sponsorship You\u0026rsquo;re looking at a Wowchemy widget This homepage section is an example of adding elements to the Blank widget.\nBackgrounds can be applied to any section. Here, the background option is set give a color gradient.\nTo remove this section, delete content/home/demo.md.\n Get inspired Check out the Markdown files which power the Academic Demo, or view the showcase.\n","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"1d1825344e8f4b25c2137e0a9c8b655f","permalink":"/home-unused/demo/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/demo/","section":"home-unused","summary":"👋 Welcome to the Academic Template The Wowchemy Academic Resumé Template for Hugo empowers you to create your job-winning online resumé and showcase your academic publications.\nCheck out the latest demo of what you\u0026rsquo;ll get in less than 10 minutes, or view the showcase.","tags":null,"title":"Academic Template","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"4a7e3501655fed0a4b0ce814e15ff2c9","permalink":"/home-unused/skills/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/skills/","section":"home-unused","summary":"","tags":null,"title":"Skills","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"47cdd6f7a37031510397824a0763daec","permalink":"/home-unused/work_in_progress/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/work_in_progress/","section":"home-unused","summary":"","tags":null,"title":"\u003ch2\u003eWork in Progress\u003c/h2\u003e","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"d6682c06ff2f3dd0fc28f7e2c0702d07","permalink":"/home-unused/experience/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/experience/","section":"home-unused","summary":"","tags":null,"title":"Experience","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"9e909a8894fd21a2eff4b3e43238d81e","permalink":"/home-unused/accomplishments/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/accomplishments/","section":"home-unused","summary":"","tags":null,"title":"Accomplish\u0026shy;ments","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"d927b251d3da15a737d1f66fb88d4504","permalink":"/home-unused/talks/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/talks/","section":"home-unused","summary":"","tags":null,"title":"\u003ch2\u003eUpcoming Talks\u003c/h2\u003e","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"0e643989bdefe366f2b5fddf949a36b6","permalink":"/home-unused/posts/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/posts/","section":"home-unused","summary":"","tags":null,"title":"Recent Posts","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"c98f1df546daaff846b6e9a3045dba59","permalink":"/home-unused/teaching/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/teaching/","section":"home-unused","summary":"","tags":null,"title":"\u003ch2\u003eTeaching\u003c/h2\u003e","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"89201c04ad04664a30c3fb9ba7b170aa","permalink":"/home-unused/projects/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/projects/","section":"home-unused","summary":"","tags":null,"title":"Projects","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"28f54f6e819207239a6024bbaa9d78de","permalink":"/home-unused/featured/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/featured/","section":"home-unused","summary":"","tags":null,"title":"Featured Publications","type":"home-unused"},{"authors":null,"categories":null,"content":" Quickly discover relevant content by filtering publications. ","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"19cfbeefa99b41865496b68f2fb35bad","permalink":"/home-unused/publications/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/publications/","section":"home-unused","summary":" Quickly discover relevant content by filtering publications. ","tags":null,"title":"Recent Publications","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"657179738bed56748434d6ae76e8a647","permalink":"/home-unused/tags/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/tags/","section":"home-unused","summary":"","tags":null,"title":"Popular Topics","type":"home-unused"},{"authors":[],"categories":null,"content":"","date":1659744e3,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1659744e3,"objectID":"cbb983827657845a1f6ed7027ec14e14","permalink":"/presentation/2022_jsm/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/presentation/2022_jsm/","section":"presentation","summary":"ASA Statistics in Marketing: Doctoral Dissertation Best Papers, Washington D.C. (USA)","tags":[],"title":"Joint Statistical Meetings 2022","type":"presentation"},{"authors":null,"categories":null,"content":"Abstract A common element of market structure analysis is the spatial representation of firms’ competitive positions on maps. Such maps typically capture static snapshots in time. Yet, competitive positions tend to flux, and market structures can evolve. Embedded in the evolution of market structures are firms’ trajectories—the series of changes in firms’ positions over time relative to all other firms in a market. Identifying these trajectories contributes additional insight to market structure analysis because trajectories reveal firms’ (re)positioning strategies, identify emerging threats and opportunities, and provide a forward-looking perspective on competition. To unlock these insights, we propose EvoMap, a novel dynamic mapping framework that identifies firms’ trajectories from high-frequency and potentially noisy data. We validate EvoMap in an extensive simulation study and show that it outperforms alternative approaches for mapping market structure evolution. Using EvoMap, we study the trajectories of more than 1,000 publicly listed firms over the course of 20 years based on similarities in their 10-K product descriptions. We find major changes in several firms’ positioning strategies, including Apple, Walmart, and Capital One. Because EvoMap accommodates a wide range of mapping methods, analysts can easily apply it in other empirical settings and to data from various sources.\n","date":1657065600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1657065600,"objectID":"28baaf5bdbba71303c4dc82f46184002","permalink":"/publications/evomap/","publishdate":"2022-01-25T00:00:00Z","relpermalink":"/publications/evomap/","section":"publications","summary":" Mapping Market Structure Evolution Maximilian Matthe, Daniel M. Ringel, Bernd Skiera Marketing Science, 2023\n Finalist, 2022 ASA Statistics in Marketing Doctoral Research Award Finalist, 2019 EMAC Best Paper Award based on Doctoral Work [show abstract] A common element of market structure analysis is the spatial representation of firms’ competitive positions on maps. Such maps typically capture static snapshots in time. Yet, competitive positions tend to flux, and market structures can evolve. Embedded in the evolution of market structures are firms’ trajectories—the series of changes in firms’ positions over time relative to all other firms in a market. Identifying these trajectories contributes additional insight to market structure analysis because trajectories reveal firms’ (re)positioning strategies, identify emerging threats and opportunities, and provide a forward-looking perspective on competition. To unlock these insights, we propose EvoMap, a novel dynamic mapping framework that identifies firms’ trajectories from high-frequency and potentially noisy data. We validate EvoMap in an extensive simulation study and show that it outperforms alternative approaches for mapping market structure evolution. Using EvoMap, we study the trajectories of more than 1,000 publicly listed firms over the course of 20 years based on similarities in their 10-K product descriptions. We find major changes in several firms’ positioning strategies, including Apple, Walmart, and Capital One. Because EvoMap accommodates a wide range of mapping methods, analysts can easily apply it in other empirical settings and to data from various sources.\n ","tags":["Market Structure","Market Evolution","Mapping"],"title":"","type":"publications"},{"authors":[],"categories":null,"content":"","date":1656460800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1656460800,"objectID":"a025d96e3f3f874b4df00722f4498882","permalink":"/awards/2022_amasheth/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/awards/2022_amasheth/","section":"awards","summary":"University of Texas, Austin (USA)","tags":[],"title":"AMA-Sheth Foundation Doctoral Consortium 2022","type":"awards"},{"authors":[],"categories":null,"content":"","date":1653177600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1653177600,"objectID":"3f9d6fabcad9a43c24e25b3f707d560f","permalink":"/presentation/2022_emac/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/presentation/2022_emac/","section":"presentation","summary":"EMAC Doctoral Colloquium 2022, Budapest (Hungary)","tags":[],"title":"EMAC 2022","type":"presentation"},{"authors":null,"categories":null,"content":"","date":164376e4,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":164376e4,"objectID":"9e4c07841bcadecf1d0856c1d94394d2","permalink":"/workingpaper/workingpaper/","publishdate":"2017-01-01T00:00:00Z","relpermalink":"/workingpaper/workingpaper/","section":"workingpaper","summary":" Politics in Flux: Dynamic Party Positioning and Voter Support with Orian Mahlow and Daniel M. Ringel\n[show abstract] We introduce a novel approach to analyze the positioning strategies of political actors based on their public communication. Leveraging recent advancements in natural language processing and market structure analysis, we create dynamic maps that capture the evolving positioning of political actors. By utilizing textual data from public records, embedding models, and dynamic mapping methods, our approach reveals how political actors position themselves in their communication and how their positioning changes over time. We illustrate our approach using data from Germany, including all public speeches in the German parliament between 2009 and 2022. Our application yields two major insights. First, our proposed approach provides an intuitive representation of the German political landscape and recovers pronounced shifts in the positioning of several German parties. Thereby, our estimates of party positioning exhibit high validity, aligning well with external measures of party ideology or parties’ actual voting behavior. Second, our proposed approach can help explain substantial variation in parties’ performance. Using our estimates, we quantify various aspects of German parties’ positioning, such as the degree of differentiation or stability over time. Panel regressions show that party positioning, as captured by these metrics, explains a substantial portion of within-party variation in regular election polls (+28% R2).\n Targeting via Information Exigents with Daniel M. Ringel and Bernd Skiera\n[show abstract] We introduce information exigents as a novel means for targeting consumers during their search for information. An information exigent is a consumer’s imminent demand for information that manifests in queries posed to information sources such as search engines, experts, online communities, or generative AI. We propose that these information exigents contain signals of consumer characteristics that are typically unobservable during their searches (i.e., sociodemographics, prior experience, brand attitudes), and can thus serve as a new means for reaching consumers with desired characteristics. We showcase this potential by identifying information exigents from search queries of a consumer panel using unsupervised machine learning and linking them to participants’ characteristics. A newly developed research app called TAVIX (Targeting via Information Exigents) allows managers to create targeted search campaigns by compiling sets of queries that are indicative of specific target audiences. A field study in collaboration with a major European retail bank run for seven months showcases how these search query sets can increase the effectiveness of targeting efforts in search engine advertising. We find that the campaign assembled with TAVIX outperforms an alternative campaign created by domain experts at the bank both in terms of customer acquisition rates and new customer revenue. function toggleAbstract(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[hide abstract]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show abstract]'; } } ","tags":[],"title":"","type":"workingpaper"},{"authors":["Maximilian Matthe","Orian N. Mahlow","Daniel M. Ringel"],"categories":null,"content":" Click the Cite button above to demo the feature to enable visitors to import publication metadata into their reference management software. Create your slides in Markdown - click the Slides button to check out the example. Supplementary notes can be added here, including code, math, and images.\n","date":1642636800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1642636800,"objectID":"f0043d897c809e0f7775c3e2958f4e28","permalink":"/_unused_right_now/political-mapping/","publishdate":"2022-01-20T00:00:00Z","relpermalink":"/_unused_right_now/political-mapping/","section":"_unused_right_now","summary":" Abstract: Political parties and their members regularly hold speeches in which they express their opinions. Thereby, their speeches can reveal their underlying positioning – potentially in very high frequency. Herein, we propose a method for estimating high-frequency time-series of party positioning from their members’ parliamentary speeches. Our approach leverages two recent methodological innovations: pre-trained language models and dynamic scaling. We apply our approach to data covering parliamentary speeches within the German Bundestag during a 12-year period. Our monthly positioning estimates are highly consistent with a plethora of established benchmarks derived from manifesto texts, expert-surveys, roll-cast votes, or party-embeddings. In contrast to extant approaches, our estimates uncover substantial positioning dynamics across and within legislative periods. We demonstrate that simple measures of positioning dynamics can help to explain up to 20%p of additional variance in weekly election polls. [Show abstract ...] .collapsed { height: 5px !important; overflow: hidden; } .article-style { pointer-events: none; cursor: default; } .show_more { color: #1c3058; pointer-events: auto !important; } function wp_III_toggle_abstract() { var abstract = document.getElementById('wp_III_abstract'); if( abstract.className == 'collapsed' ) { abstract.className = 'expanded'; var max_height = document.getElementById('wp_III_abstract_text').clientHeight + 25; abstract.style = 'height: ' + max_height + 'px'; document.getElementById( 'wp_III_more' ).textContent = '[Hide ...]'; } else { abstract.className = 'collapsed'; document.getElementById( 'wp_III_more' ).textContent = '[Show abstract ...]'; }; } ","tags":["Market Structure","Political Competition"],"title":"Estimating Positioning Dynamics in Parliamentary Speeches","type":"_unused_right_now"},{"authors":null,"categories":null,"content":"Winter term 2021/2022\nCo-instructor with Martin Schmidberger\nEvaluation: 5.6/6\nSummary This course focuses on the analysis of large amounts of (customer) data for data-driven marketing. We introduce analytical methods and show how to apply them for better understanding and forecasting customer behavior, and designing marketing activities more effectively and efficiently. Among others, we cover segementing the customer base, understanding the behavior of (web) users, predicting purchase or cancellation probabilities, identifying the determinats of purchase recommendations, or drivers of (dis)satisfaction.\nAll applications in this course draw upon real-world customer data provided by a leading retail bank.\nTopics Covered Data Preparation Linear / Logistic Regression Decision Trees \u0026amp; Random Forests Forecasting Web Analytics Logfile Analysis Customer Base Segmentation Customer Satisfaction and Loyalty Text Mining Legal and Ethical Considerations Scientific Writing View at Goethe University (in German)\n","date":1633046400,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1633046400,"objectID":"5c58b274daf30418fc9748b98a728c41","permalink":"/teaching/ekpe/","publishdate":"2021-10-01T00:00:00Z","relpermalink":"/teaching/ekpe/","section":"teaching","summary":" Role: Co-instructor with Martin Schmidberger (Winter 2021).\nBachelor Seminar covering advanced marketing analytics techniques (e.g., prediction, logfile analysis, or text mining) and their practical application to real-world customer data.\nEvaluation: 5.6/6\n","tags":["undergraduate"],"title":"Empirical Customer Data Analysis","type":"teaching"},{"authors":null,"categories":null,"content":"","date":1633046400,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1633046400,"objectID":"0d23b8b77211675baeeb8f82eefabc09","permalink":"/software/evomap/","publishdate":"2021-10-01T00:00:00Z","relpermalink":"/software/evomap/","section":"software","summary":" A comprehensive Python toolbox for mapping evolving relationship data\n[show more] `evomap` allows users to create spatial representations ('maps') based on data capturing actors' evolving relationships. In Marketing, such maps are typically used to analyze the competitive positions within a market (so-called market structure analysis). There, data can originate from surveys, clickstreams, text-mining, embeddings, or many others. Beyond Marketing, such maps can be used to study different kinds of networks (e.g., social, economic, or financial networks), political ideology, or act as a general tool for dimensionality reduction. In many cases, such data is nowadays available longitudinally, i.e., for multiple subsequent points in time. `evomap` allows users to preprocess such data efficiently, implements muliple (static and dynamic) mapping methods from Psychometrics and Computer Science, and provides users with an easy-to-use API to explore the results. On the technical side, `evomap` is an independent Python package, easily compatible with other data science pipelines (such as `scikit-learn`), and implements runtime optimization via C.\n`evomap` is based on my dissertational research on dynamic mapping, and currently supports ongoing research projects, industry applications, and teaching in marketing analytics.\n function toggleShowMore(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[show less]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show more]'; } } ","tags":null,"title":"evomap","type":"software"},{"authors":[],"categories":null,"content":"","date":1632700800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1632700800,"objectID":"ce5f66247e7096d3c36db1f3935de701","permalink":"/presentation/2021_cologne/","publishdate":"2021-09-27T00:00:00Z","relpermalink":"/presentation/2021_cologne/","section":"presentation","summary":"Joint Research Seminar with U. Cologne, U. Thuebingen and U. 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The course covers these methods' theoretical background, their application in R/RStudio and practical examples using real-world data.\nRole Teaching assistant for Bernd Skiera and instructor for selected sessions.\nTopics Covered Introduction to R/RStudio Linear Regression Pricing Logistic Regression Online Advertising Conjoint Analysis Segmentation, Targeting, Positioning (including Cluster Analysis and Multidimensional Scaling) CLV ","date":1617235200,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1617235200,"objectID":"de44d49385fa976fca036b85b265dd0e","permalink":"/teaching/pmar/","publishdate":"2021-04-01T00:00:00Z","relpermalink":"/teaching/pmar/","section":"teaching","summary":"Role: Teaching assistant for Bernd Skiera (Fall 2017 - Summer 2021).\nBachelor Course covering common marketing analytics techniques (e.g., regression, conjoint, clustering, perceptual mapping), applications to real-world data and a R/RStudio-based final exam.","tags":["undergraduate"],"title":"Marketing Analytics","type":"teaching"},{"authors":["admin","吳恩達"],"categories":["Demo","教程"],"content":"Overview The Wowchemy website builder for Hugo, along with its starter templates, is designed for professional creators, educators, and teams/organizations - although it can be used to create any kind of site The template can be modified and customised to suit your needs. It\u0026rsquo;s a good platform for anyone looking to take control of their data and online identity whilst having the convenience to start off with a no-code solution (write in Markdown and customize with YAML parameters) and having flexibility to later add even deeper personalization with HTML and CSS You can work with all your favourite tools and apps with hundreds of plugins and integrations to speed up your workflows, interact with your readers, and much more The template is mobile first with a responsive design to ensure that your site looks stunning on every device. Get Started 👉 Create a new site 📚 Personalize your site 💬 Chat with the Wowchemy community or Hugo community 🐦 Twitter: @wowchemy @GeorgeCushen #MadeWithWowchemy 💡 Request a feature or report a bug for Wowchemy ⬆️ Updating Wowchemy? View the Update Guide and Release Notes Crowd-funded open-source software To help us develop this template and software sustainably under the MIT license, we ask all individuals and businesses that use it to help support its ongoing maintenance and development via sponsorship.\n❤️ Click here to become a sponsor and help support Wowchemy\u0026rsquo;s future ❤️ As a token of appreciation for sponsoring, you can unlock these awesome rewards and extra features 🦄✨\nEcosystem Hugo Academic CLI: Automatically import publications from BibTeX Inspiration Check out the latest demo of what you\u0026rsquo;ll get in less than 10 minutes, or view the showcase of personal, project, and business sites.\nFeatures Page builder - Create anything with widgets and elements Edit any type of content - Blog posts, publications, talks, slides, projects, and more! Create content in Markdown, Jupyter, or RStudio Plugin System - Fully customizable color and font themes Display Code and Math - Code highlighting and LaTeX math supported Integrations - Google Analytics, Disqus commenting, Maps, Contact Forms, and more! Beautiful Site - Simple and refreshing one page design Industry-Leading SEO - Help get your website found on search engines and social media Media Galleries - Display your images and videos with captions in a customizable gallery Mobile Friendly - Look amazing on every screen with a mobile friendly version of your site Multi-language - 34+ language packs including English, 中文, and Português Multi-user - Each author gets their own profile page Privacy Pack - Assists with GDPR Stand Out - Bring your site to life with animation, parallax backgrounds, and scroll effects One-Click Deployment - No servers. No databases. Only files. Themes Wowchemy and its templates come with automatic day (light) and night (dark) mode built-in. 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\ No newline at end of file
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I combine machine learning tools, quantitative models, and unstructured data to study market structure, brand positioning, their evolution over time, and address managerial questions around Segmentation, Targeting, and Positioning (STP).","tags":null,"title":"Maximilian Matthe","type":"authors"},{"authors":null,"categories":null,"content":"👋 Welcome to the Academic Template The Wowchemy Academic Resumé Template for Hugo empowers you to create your job-winning online resumé and showcase your academic publications.\nCheck out the latest demo of what you\u0026rsquo;ll get in less than 10 minutes, or view the showcase.\nWowchemy makes it easy to create a beautiful website for free. Edit your site in Markdown, Jupyter, or RStudio (via Blogdown), generate it with Hugo, and deploy with GitHub or Netlify. Customize anything on your site with widgets, themes, and language packs.\n 👉 Get Started 📚 View the documentation 💬 Chat with the Wowchemy community or Hugo community 🐦 Twitter: @wowchemy @GeorgeCushen #MadeWithWowchemy 💡 Request a feature or report a bug for Wowchemy ⬆️ Updating Wowchemy? View the Update Guide and Release Notes Crowd-funded open-source software To help us develop this template and software sustainably under the MIT license, we ask all individuals and businesses that use it to help support its ongoing maintenance and development via sponsorship.\n❤️ Click here to unlock rewards with sponsorship You\u0026rsquo;re looking at a Wowchemy widget This homepage section is an example of adding elements to the Blank widget.\nBackgrounds can be applied to any section. 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","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"19cfbeefa99b41865496b68f2fb35bad","permalink":"/home-unused/publications/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/publications/","section":"home-unused","summary":" Quickly discover relevant content by filtering publications. ","tags":null,"title":"Recent Publications","type":"home-unused"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"657179738bed56748434d6ae76e8a647","permalink":"/home-unused/tags/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/home-unused/tags/","section":"home-unused","summary":"","tags":null,"title":"Popular Topics","type":"home-unused"},{"authors":[],"categories":null,"content":"","date":1659744e3,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1659744e3,"objectID":"cbb983827657845a1f6ed7027ec14e14","permalink":"/presentation/2022_jsm/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/presentation/2022_jsm/","section":"presentation","summary":"ASA Statistics in Marketing: Doctoral Dissertation Best Papers, Washington D.C. (USA)","tags":[],"title":"Joint Statistical Meetings 2022","type":"presentation"},{"authors":null,"categories":null,"content":"Abstract A common element of market structure analysis is the spatial representation of firms’ competitive positions on maps. Such maps typically capture static snapshots in time. Yet, competitive positions tend to flux, and market structures can evolve. Embedded in the evolution of market structures are firms’ trajectories—the series of changes in firms’ positions over time relative to all other firms in a market. Identifying these trajectories contributes additional insight to market structure analysis because trajectories reveal firms’ (re)positioning strategies, identify emerging threats and opportunities, and provide a forward-looking perspective on competition. To unlock these insights, we propose EvoMap, a novel dynamic mapping framework that identifies firms’ trajectories from high-frequency and potentially noisy data. We validate EvoMap in an extensive simulation study and show that it outperforms alternative approaches for mapping market structure evolution. Using EvoMap, we study the trajectories of more than 1,000 publicly listed firms over the course of 20 years based on similarities in their 10-K product descriptions. We find major changes in several firms’ positioning strategies, including Apple, Walmart, and Capital One. Because EvoMap accommodates a wide range of mapping methods, analysts can easily apply it in other empirical settings and to data from various sources.\n","date":1657065600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1657065600,"objectID":"28baaf5bdbba71303c4dc82f46184002","permalink":"/publications/evomap/","publishdate":"2022-01-25T00:00:00Z","relpermalink":"/publications/evomap/","section":"publications","summary":" Mapping Market Structure Evolution Maximilian Matthe, Daniel M. Ringel, Bernd Skiera Marketing Science, 2023\n Finalist, 2022 ASA Statistics in Marketing Doctoral Research Award Finalist, 2019 EMAC Best Paper Award based on Doctoral Work [show abstract] A common element of market structure analysis is the spatial representation of firms’ competitive positions on maps. Such maps typically capture static snapshots in time. Yet, competitive positions tend to flux, and market structures can evolve. Embedded in the evolution of market structures are firms’ trajectories—the series of changes in firms’ positions over time relative to all other firms in a market. Identifying these trajectories contributes additional insight to market structure analysis because trajectories reveal firms’ (re)positioning strategies, identify emerging threats and opportunities, and provide a forward-looking perspective on competition. To unlock these insights, we propose EvoMap, a novel dynamic mapping framework that identifies firms’ trajectories from high-frequency and potentially noisy data. We validate EvoMap in an extensive simulation study and show that it outperforms alternative approaches for mapping market structure evolution. Using EvoMap, we study the trajectories of more than 1,000 publicly listed firms over the course of 20 years based on similarities in their 10-K product descriptions. We find major changes in several firms’ positioning strategies, including Apple, Walmart, and Capital One. Because EvoMap accommodates a wide range of mapping methods, analysts can easily apply it in other empirical settings and to data from various sources.\n ","tags":["Market Structure","Market Evolution","Mapping"],"title":"","type":"publications"},{"authors":[],"categories":null,"content":"","date":1656460800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1656460800,"objectID":"a025d96e3f3f874b4df00722f4498882","permalink":"/awards/2022_amasheth/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/awards/2022_amasheth/","section":"awards","summary":"University of Texas, Austin (USA)","tags":[],"title":"AMA-Sheth Foundation Doctoral Consortium 2022","type":"awards"},{"authors":[],"categories":null,"content":"","date":1653177600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1653177600,"objectID":"3f9d6fabcad9a43c24e25b3f707d560f","permalink":"/presentation/2022_emac/","publishdate":"2022-02-01T00:00:00Z","relpermalink":"/presentation/2022_emac/","section":"presentation","summary":"EMAC Doctoral Colloquium 2022, Budapest (Hungary)","tags":[],"title":"EMAC 2022","type":"presentation"},{"authors":null,"categories":null,"content":"","date":164376e4,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":164376e4,"objectID":"9e4c07841bcadecf1d0856c1d94394d2","permalink":"/workingpaper/workingpaper/","publishdate":"2017-01-01T00:00:00Z","relpermalink":"/workingpaper/workingpaper/","section":"workingpaper","summary":" Politics in Flux: Dynamic Party Positioning and Voter Support with Orian Mahlow and Daniel M. Ringel\n[show abstract] We introduce a novel approach to analyze the positioning strategies of political actors based on their public communication. Leveraging recent advancements in natural language processing and market structure analysis, we create dynamic maps that capture the evolving positioning of political actors. By utilizing textual data from public records, embedding models, and dynamic mapping methods, our approach reveals how political actors position themselves in their communication and how their positioning changes over time. We illustrate our approach using data from Germany, including all public speeches in the German parliament between 2009 and 2022. Our application yields two major insights. First, our proposed approach provides an intuitive representation of the German political landscape and recovers pronounced shifts in the positioning of several German parties. Thereby, our estimates of party positioning exhibit high validity, aligning well with external measures of party ideology or parties’ actual voting behavior. Second, our proposed approach can help explain substantial variation in parties’ performance. Using our estimates, we quantify various aspects of German parties’ positioning, such as the degree of differentiation or stability over time. Panel regressions show that party positioning, as captured by these metrics, explains a substantial portion of within-party variation in regular election polls (+28% R2).\n Targeting via Information Exigencies with Daniel M. Ringel and Bernd Skiera\n[show abstract] We introduce information exigencies as a novel solution to a major challenge in digital marketing: targeting a specific audience with desired characteristics during their online searches. Search advertising campaigns target consumers through the queries they submit. Yet, marketers typically lack insights into the characteristics of consumers submitting these queries. Information exigencies, consumers’ imminent demand for information that manifests in their queries, bridge this gap. They contain signals of otherwise unobservable characteristics of the searching consumers, including sociodemographics, experience, or brand attitudes. To harness this potential, we develop TAVIX (Targeting via Information Exigencies), a comprehensive targeting approach incorporating a novel research-app. Our approach identifies information exigencies from search queries recorded from a consumer panel and links them to panelists’ characteristics. Subsequently, the TAVIX app lets marketers interactively build search campaigns aligned with their desired target audiences. We demonstrate the value of TAVIX for search advertising in a field study in collaboration with a major European retail bank. A campaign built with the TAVIX app substantially outperforms a campaign built by SEA domain experts in attracting a desired target audience—yielding both higher rates of new customer acquisition (share of new customers: +21.37%) and customer revenue (average trading volume per customer: +97.90%).\n function toggleAbstract(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[hide abstract]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show abstract]'; } } ","tags":[],"title":"","type":"workingpaper"},{"authors":["Maximilian Matthe","Orian N. Mahlow","Daniel M. Ringel"],"categories":null,"content":" Click the Cite button above to demo the feature to enable visitors to import publication metadata into their reference management software. Create your slides in Markdown - click the Slides button to check out the example. Supplementary notes can be added here, including code, math, and images.\n","date":1642636800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1642636800,"objectID":"f0043d897c809e0f7775c3e2958f4e28","permalink":"/_unused_right_now/political-mapping/","publishdate":"2022-01-20T00:00:00Z","relpermalink":"/_unused_right_now/political-mapping/","section":"_unused_right_now","summary":" Abstract: Political parties and their members regularly hold speeches in which they express their opinions. Thereby, their speeches can reveal their underlying positioning – potentially in very high frequency. Herein, we propose a method for estimating high-frequency time-series of party positioning from their members’ parliamentary speeches. Our approach leverages two recent methodological innovations: pre-trained language models and dynamic scaling. We apply our approach to data covering parliamentary speeches within the German Bundestag during a 12-year period. Our monthly positioning estimates are highly consistent with a plethora of established benchmarks derived from manifesto texts, expert-surveys, roll-cast votes, or party-embeddings. In contrast to extant approaches, our estimates uncover substantial positioning dynamics across and within legislative periods. We demonstrate that simple measures of positioning dynamics can help to explain up to 20%p of additional variance in weekly election polls. [Show abstract ...] .collapsed { height: 5px !important; overflow: hidden; } .article-style { pointer-events: none; cursor: default; } .show_more { color: #1c3058; pointer-events: auto !important; } function wp_III_toggle_abstract() { var abstract = document.getElementById('wp_III_abstract'); if( abstract.className == 'collapsed' ) { abstract.className = 'expanded'; var max_height = document.getElementById('wp_III_abstract_text').clientHeight + 25; abstract.style = 'height: ' + max_height + 'px'; document.getElementById( 'wp_III_more' ).textContent = '[Hide ...]'; } else { abstract.className = 'collapsed'; document.getElementById( 'wp_III_more' ).textContent = '[Show abstract ...]'; }; } ","tags":["Market Structure","Political Competition"],"title":"Estimating Positioning Dynamics in Parliamentary Speeches","type":"_unused_right_now"},{"authors":null,"categories":null,"content":"Winter term 2021/2022\nCo-instructor with Martin Schmidberger\nEvaluation: 5.6/6\nSummary This course focuses on the analysis of large amounts of (customer) data for data-driven marketing. We introduce analytical methods and show how to apply them for better understanding and forecasting customer behavior, and designing marketing activities more effectively and efficiently. Among others, we cover segementing the customer base, understanding the behavior of (web) users, predicting purchase or cancellation probabilities, identifying the determinats of purchase recommendations, or drivers of (dis)satisfaction.\nAll applications in this course draw upon real-world customer data provided by a leading retail bank.\nTopics Covered Data Preparation Linear / Logistic Regression Decision Trees \u0026amp; Random Forests Forecasting Web Analytics Logfile Analysis Customer Base Segmentation Customer Satisfaction and Loyalty Text Mining Legal and Ethical Considerations Scientific Writing View at Goethe University (in German)\n","date":1633046400,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1633046400,"objectID":"5c58b274daf30418fc9748b98a728c41","permalink":"/teaching/ekpe/","publishdate":"2021-10-01T00:00:00Z","relpermalink":"/teaching/ekpe/","section":"teaching","summary":" Role: Co-instructor with Martin Schmidberger (Winter 2021).\nBachelor Seminar covering advanced marketing analytics techniques (e.g., prediction, logfile analysis, or text mining) and their practical application to real-world customer data.\nEvaluation: 5.6/6\n","tags":["undergraduate"],"title":"Empirical Customer Data Analysis","type":"teaching"},{"authors":null,"categories":null,"content":"","date":1633046400,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1633046400,"objectID":"0d23b8b77211675baeeb8f82eefabc09","permalink":"/software/evomap/","publishdate":"2021-10-01T00:00:00Z","relpermalink":"/software/evomap/","section":"software","summary":" A comprehensive Python toolbox for mapping evolving relationship data\n[show more] `evomap` allows users to create spatial representations ('maps') based on data capturing actors' evolving relationships. In Marketing, such maps are typically used to analyze the competitive positions within a market (so-called market structure analysis). There, data can originate from surveys, clickstreams, text-mining, embeddings, or many others. Beyond Marketing, such maps can be used to study different kinds of networks (e.g., social, economic, or financial networks), political ideology, or act as a general tool for dimensionality reduction. In many cases, such data is nowadays available longitudinally, i.e., for multiple subsequent points in time. `evomap` allows users to preprocess such data efficiently, implements muliple (static and dynamic) mapping methods from Psychometrics and Computer Science, and provides users with an easy-to-use API to explore the results. On the technical side, `evomap` is an independent Python package, easily compatible with other data science pipelines (such as `scikit-learn`), and implements runtime optimization via C.\n`evomap` is based on my dissertational research on dynamic mapping, and currently supports ongoing research projects, industry applications, and teaching in marketing analytics.\n function toggleShowMore(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[show less]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show more]'; } } ","tags":null,"title":"evomap","type":"software"},{"authors":[],"categories":null,"content":"","date":1632700800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1632700800,"objectID":"ce5f66247e7096d3c36db1f3935de701","permalink":"/presentation/2021_cologne/","publishdate":"2021-09-27T00:00:00Z","relpermalink":"/presentation/2021_cologne/","section":"presentation","summary":"Joint Research Seminar with U. Cologne, U. Thuebingen and U. 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The course covers these methods' theoretical background, their application in R/RStudio and practical examples using real-world data.\nRole Teaching assistant for Bernd Skiera and instructor for selected sessions.\nTopics Covered Introduction to R/RStudio Linear Regression Pricing Logistic Regression Online Advertising Conjoint Analysis Segmentation, Targeting, Positioning (including Cluster Analysis and Multidimensional Scaling) CLV ","date":1617235200,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1617235200,"objectID":"de44d49385fa976fca036b85b265dd0e","permalink":"/teaching/pmar/","publishdate":"2021-04-01T00:00:00Z","relpermalink":"/teaching/pmar/","section":"teaching","summary":"Role: Teaching assistant for Bernd Skiera (Fall 2017 - Summer 2021).\nBachelor Course covering common marketing analytics techniques (e.g., regression, conjoint, clustering, perceptual mapping), applications to real-world data and a R/RStudio-based final exam.","tags":["undergraduate"],"title":"Marketing Analytics","type":"teaching"},{"authors":["admin","吳恩達"],"categories":["Demo","教程"],"content":"Overview The Wowchemy website builder for Hugo, along with its starter templates, is designed for professional creators, educators, and teams/organizations - although it can be used to create any kind of site The template can be modified and customised to suit your needs. It\u0026rsquo;s a good platform for anyone looking to take control of their data and online identity whilst having the convenience to start off with a no-code solution (write in Markdown and customize with YAML parameters) and having flexibility to later add even deeper personalization with HTML and CSS You can work with all your favourite tools and apps with hundreds of plugins and integrations to speed up your workflows, interact with your readers, and much more The template is mobile first with a responsive design to ensure that your site looks stunning on every device. Get Started 👉 Create a new site 📚 Personalize your site 💬 Chat with the Wowchemy community or Hugo community 🐦 Twitter: @wowchemy @GeorgeCushen #MadeWithWowchemy 💡 Request a feature or report a bug for Wowchemy ⬆️ Updating Wowchemy? View the Update Guide and Release Notes Crowd-funded open-source software To help us develop this template and software sustainably under the MIT license, we ask all individuals and businesses that use it to help support its ongoing maintenance and development via sponsorship.\n❤️ Click here to become a sponsor and help support Wowchemy\u0026rsquo;s future ❤️ As a token of appreciation for sponsoring, you can unlock these awesome rewards and extra features 🦄✨\nEcosystem Hugo Academic CLI: Automatically import publications from BibTeX Inspiration Check out the latest demo of what you\u0026rsquo;ll get in less than 10 minutes, or view the showcase of personal, project, and business sites.\nFeatures Page builder - Create anything with widgets and elements Edit any type of content - Blog posts, publications, talks, slides, projects, and more! Create content in Markdown, Jupyter, or RStudio Plugin System - Fully customizable color and font themes Display Code and Math - Code highlighting and LaTeX math supported Integrations - Google Analytics, Disqus commenting, Maps, Contact Forms, and more! Beautiful Site - Simple and refreshing one page design Industry-Leading SEO - Help get your website found on search engines and social media Media Galleries - Display your images and videos with captions in a customizable gallery Mobile Friendly - Look amazing on every screen with a mobile friendly version of your site Multi-language - 34+ language packs including English, 中文, and Português Multi-user - Each author gets their own profile page Privacy Pack - Assists with GDPR Stand Out - Bring your site to life with animation, parallax backgrounds, and scroll effects One-Click Deployment - No servers. No databases. Only files. Themes Wowchemy and its templates come with automatic day (light) and night (dark) mode built-in. Alternatively, visitors can choose their preferred mode - click the moon icon in the top right of the Demo to see it in action! Day/night mode can also be disabled by the site admin in params.toml.\nChoose a stunning theme and font for your site. Themes are fully customizable.\nLicense Copyright 2016-present George Cushen.\nReleased under the MIT license.\n","date":1607817600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1607817600,"objectID":"279b9966ca9cf3121ce924dca452bb1c","permalink":"/post/getting-started/","publishdate":"2020-12-13T00:00:00Z","relpermalink":"/post/getting-started/","section":"post","summary":"Welcome 👋 We know that first impressions are important, so we've populated your new site with some initial content to help you get familiar with everything in no time.","tags":["Academic","开源"],"title":"Welcome to Wowchemy, the website builder for Hugo","type":"post"},{"authors":[],"categories":null,"content":"","date":1592438400,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1592438400,"objectID":"11a480ad8dae003d449560d7794aaac2","permalink":"/presentation/2020_scecr/","publishdate":"2020-06-18T00:00:00Z","relpermalink":"/presentation/2020_scecr/","section":"presentation","summary":"Statistical Challenges in Electronic Commerce Research (Spain, virtual)","tags":[],"title":"SCECR 2020","type":"presentation"},{"authors":[],"categories":null,"content":"","date":1591833600,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1591833600,"objectID":"9f0b4a02aeab6d84e7970c0e8ffea9db","permalink":"/presentation/2020_isms/","publishdate":"2020-06-11T00:00:00Z","relpermalink":"/presentation/2020_isms/","section":"presentation","summary":"Fuqua Business School (USA, virtual)","tags":[],"title":"INFORMS Marketing Science Conference 2020","type":"presentation"},{"authors":[],"categories":null,"content":"","date":1559088e3,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1559088e3,"objectID":"c2b5f36a9ce798e9f77f98a8113eb646","permalink":"/presentation/2019_emac/","publishdate":"2019-05-29T00:00:00Z","relpermalink":"/presentation/2019_emac/","section":"presentation","summary":"University of Hamburg (Germany)","tags":[],"title":"EMAC Annual Conference 2019","type":"presentation"},{"authors":[],"categories":[],"content":"Create slides in Markdown with Wowchemy Wowchemy | Documentation\n Features Efficiently write slides in Markdown 3-in-1: Create, Present, and Publish your slides Supports speaker notes Mobile friendly slides Controls Next: Right Arrow or Space Previous: Left Arrow Start: Home Finish: End Overview: Esc Speaker notes: S Fullscreen: F Zoom: Alt + Click PDF Export: E Code Highlighting Inline code: variable\nCode block:\nporridge = \u0026quot;blueberry\u0026quot;\rif porridge == \u0026quot;blueberry\u0026quot;:\rprint(\u0026quot;Eating...\u0026quot;)\r Math In-line math: $x + y = z$\nBlock math:\n$$ f\\left( x \\right) = ;\\frac{{2\\left( {x + 4} \\right)\\left( {x - 4} \\right)}}{{\\left( {x + 4} \\right)\\left( {x + 1} \\right)}} $$\n Fragments Make content appear incrementally\n{{% fragment %}} One {{% /fragment %}}\r{{% fragment %}} **Two** {{% /fragment %}}\r{{% fragment %}} Three {{% /fragment %}}\r Press Space to play!\nOne Two Three \n A fragment can accept two optional parameters:\n class: use a custom style (requires definition in custom CSS) weight: sets the order in which a fragment appears Speaker Notes Add speaker notes to your presentation\n{{% speaker_note %}}\r- Only the speaker can read these notes\r- Press `S` key to view\r{{% /speaker_note %}}\r Press the S key to view the speaker notes!\n Only the speaker can read these notes Press S key to view Themes black: Black background, white text, blue links (default) white: White background, black text, blue links league: Gray background, white text, blue links beige: Beige background, dark text, brown links sky: Blue background, thin dark text, blue links night: Black background, thick white text, orange links serif: Cappuccino background, gray text, brown links simple: White background, black text, blue links solarized: Cream-colored background, dark green text, blue links Custom Slide Customize the slide style and background\n{{\u0026lt; slide background-image=\u0026quot;/media/boards.jpg\u0026quot; \u0026gt;}}\r{{\u0026lt; slide background-color=\u0026quot;#0000FF\u0026quot; \u0026gt;}}\r{{\u0026lt; slide class=\u0026quot;my-style\u0026quot; \u0026gt;}}\r Custom CSS Example Let\u0026rsquo;s make headers navy colored.\nCreate assets/css/reveal_custom.css with:\n.reveal section h1,\r.reveal section h2,\r.reveal section h3 {\rcolor: navy;\r}\r Questions? Ask\nDocumentation\n","date":1549324800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1549324800,"objectID":"530b61da6c1c547f26d38a21987cd826","permalink":"/slides/evomap/","publishdate":"2019-02-05T00:00:00Z","relpermalink":"/slides/evomap/","section":"slides","summary":"An introduction to using Wowchemy's Slides feature.","tags":[],"title":"Slides","type":"slides"},{"authors":null,"categories":null,"content":"Background This project is about \u0026hellip;\nAims of this Project Hello hello.\nAssociated Papers Paper one and paper two.\n","date":1461715200,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":1461715200,"objectID":"d77e7ebc81465c044ded223125b75506","permalink":"/project/advancing_market_structure_analysis/","publishdate":"2016-04-27T00:00:00Z","relpermalink":"/project/advancing_market_structure_analysis/","section":"project","summary":"In this DFG-funded project we develop and apply novel tools to better understand market structure evolution. Read more...","tags":["Market Structure","Market Evolution","Mapping"],"title":"Advancing Market Structure Analysis","type":"project"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"f26b5133c34eec1aa0a09390a36c2ade","permalink":"/admin/config.yml","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/admin/config.yml","section":"","summary":"","tags":null,"title":"","type":"wowchemycms"},{"authors":null,"categories":null,"content":"","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"738a1831d113dba40194e62a6e5dc7ec","permalink":"/project/competing_for_visibility/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/project/competing_for_visibility/","section":"project","summary":"","tags":null,"title":"","type":"project"},{"authors":null,"categories":null,"content":"Summer term 2022\nCo-instructor with Martin Schmidberger\nEvaluation: 5.7/6\nAbout Co-instructor for Martin Schmidberger.\nThis seminar focuses on \u0026ldquo;predictive modeling\u0026rdquo; as a challenge in Marketing. Using a real-life dataset, we will forecast and predict customers' purchase behavior and derive models that help optimize the efficiency of marketing campaigns. We will present both the process of data mining and the most relevant machine learning algorithms to predict customer (buying) behavior.\nTopics Covered Data Management and Data Preparation Logistic Regression Model Validation Decision Trees Ensemble Models Artifical Neural Networks / Deep Learning Model Interpretation and Explainability Hyperparamter Tuning and Feature Engineering Model Integration in Campaign Management Legal and Ethical Considerations ","date":-62135596800,"expirydate":-62135596800,"kind":"page","lang":"en","lastmod":-62135596800,"objectID":"93cc84a378f54d008757fbf50232ba84","permalink":"/teaching/pmm/","publishdate":"0001-01-01T00:00:00Z","relpermalink":"/teaching/pmm/","section":"teaching","summary":" Role: Co-instructor with Martin Schmidberger (Summer 2022).\nMaster Seminar focused on predictive modeling in Marketing. Covers the application of modern machine learning algorithms for predicting customers' purchase behavior and optimizing the efficiency of marketing campaigns. Evaluation: 5.7/6\n","tags":["graduate"],"title":"Predictive Modeling in Marketing","type":"teaching"}]
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3 | Maximilian Matthe
3 Politics in Flux: Dynamic Party Positioning and Voter Support with Orian Mahlow and Daniel M. Ringel
[show abstract] We introduce a novel approach to analyze the positioning strategies of political actors based on their public communication. Leveraging recent advancements in natural language processing and market structure analysis, we create dynamic maps that capture the evolving positioning of political actors. By utilizing textual data from public records, embedding models, and dynamic mapping methods, our approach reveals how political actors position themselves in their communication and how their positioning changes over time. We illustrate our approach using data from Germany, including all public speeches in the German parliament between 2009 and 2022. Our application yields two major insights. First, our proposed approach provides an intuitive representation of the German political landscape and recovers pronounced shifts in the positioning of several German parties. Thereby, our estimates of party positioning exhibit high validity, aligning well with external measures of party ideology or parties’ actual voting behavior. Second, our proposed approach can help explain substantial variation in parties’ performance. Using our estimates, we quantify various aspects of German parties’ positioning, such as the degree of differentiation or stability over time. Panel regressions show that party positioning, as captured by these metrics, explains a substantial portion of within-party variation in regular election polls (+28% R2).
-Targeting via Information Exigents with Daniel M. Ringel and Bernd Skiera
-[show abstract] We introduce information exigents as a novel means for targeting consumers during their search for information. An information exigent is a consumer’s imminent demand for information that manifests in queries posed to information sources such as search engines, experts, online communities, or generative AI. We propose that these information exigents contain signals of consumer characteristics that are typically unobservable during their searches (i.e., sociodemographics, prior experience, brand attitudes), and can thus serve as a new means for reaching consumers with desired characteristics. We showcase this potential by identifying information exigents from search queries of a consumer panel using unsupervised machine learning and linking them to participants’ characteristics. A newly developed research app called TAVIX (Targeting via Information Exigents) allows managers to create targeted search campaigns by compiling sets of queries that are indicative of specific target audiences. A field study in collaboration with a major European retail bank run for seven months showcases how these search query sets can increase the effectiveness of targeting efforts in search engine advertising. We find that the campaign assembled with TAVIX outperforms an alternative campaign created by domain experts at the bank both in terms of customer acquisition rates and new customer revenue. function toggleAbstract(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[hide abstract]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show abstract]'; } }
Abstract: Political parties and their members regularly hold speeches in which they express their opinions. Thereby, their speeches can reveal their underlying positioning – potentially in very high frequency. Herein, we propose a method for estimating high-frequency time-series of party positioning from their members’ parliamentary speeches. Our approach leverages two recent methodological innovations: pre-trained language models and dynamic scaling. We apply our approach to data covering parliamentary speeches within the German Bundestag during a 12-year period. Our monthly positioning estimates are highly consistent with a plethora of established benchmarks derived from manifesto texts, expert-surveys, roll-cast votes, or party-embeddings. In contrast to extant approaches, our estimates uncover substantial positioning dynamics across and within legislative periods. We demonstrate that simple measures of positioning dynamics can help to explain up to 20%p of additional variance in weekly election polls. [Show abstract ...] .collapsed { height: 5px !important; overflow: hidden; } .article-style { pointer-events: none; cursor: default; } .show_more { color: #1c3058; pointer-events: auto !important; } function wp_III_toggle_abstract() { var abstract = document.getElementById('wp_III_abstract'); if( abstract.className == 'collapsed' ) { abstract.className = 'expanded'; var max_height = document.getElementById('wp_III_abstract_text').clientHeight + 25; abstract.style = 'height: ' + max_height + 'px'; document.getElementById( 'wp_III_more' ).textContent = '[Hide ...]'; } else { abstract.className = 'collapsed'; document.getElementById( 'wp_III_more' ).textContent = '[Show abstract ...]'; }; }
Abstract: Political parties and their members regularly hold speeches in which they express their opinions. Thereby, their speeches can reveal their underlying positioning – potentially in very high frequency. Herein, we propose a method for estimating high-frequency time-series of party positioning from their members’ parliamentary speeches. Our approach leverages two recent methodological innovations: pre-trained language models and dynamic scaling. We apply our approach to data covering parliamentary speeches within the German Bundestag during a 12-year period. Our monthly positioning estimates are highly consistent with a plethora of established benchmarks derived from manifesto texts, expert-surveys, roll-cast votes, or party-embeddings. In contrast to extant approaches, our estimates uncover substantial positioning dynamics across and within legislative periods. We demonstrate that simple measures of positioning dynamics can help to explain up to 20%p of additional variance in weekly election polls. [Show abstract ...] .collapsed { height: 5px !important; overflow: hidden; } .article-style { pointer-events: none; cursor: default; } .show_more { color: #1c3058; pointer-events: auto !important; } function wp_III_toggle_abstract() { var abstract = document.getElementById('wp_III_abstract'); if( abstract.className == 'collapsed' ) { abstract.className = 'expanded'; var max_height = document.getElementById('wp_III_abstract_text').clientHeight + 25; abstract.style = 'height: ' + max_height + 'px'; document.getElementById( 'wp_III_more' ).textContent = '[Hide ...]'; } else { abstract.className = 'collapsed'; document.getElementById( 'wp_III_more' ).textContent = '[Show abstract ...]'; }; }
Publications Politics in Flux: Dynamic Party Positioning and Voter Support with Orian Mahlow and Daniel M. Ringel
[show abstract] We introduce a novel approach to analyze the positioning strategies of political actors based on their public communication. Leveraging recent advancements in natural language processing and market structure analysis, we create dynamic maps that capture the evolving positioning of political actors. By utilizing textual data from public records, embedding models, and dynamic mapping methods, our approach reveals how political actors position themselves in their communication and how their positioning changes over time. We illustrate our approach using data from Germany, including all public speeches in the German parliament between 2009 and 2022. Our application yields two major insights. First, our proposed approach provides an intuitive representation of the German political landscape and recovers pronounced shifts in the positioning of several German parties. Thereby, our estimates of party positioning exhibit high validity, aligning well with external measures of party ideology or parties’ actual voting behavior. Second, our proposed approach can help explain substantial variation in parties’ performance. Using our estimates, we quantify various aspects of German parties’ positioning, such as the degree of differentiation or stability over time. Panel regressions show that party positioning, as captured by these metrics, explains a substantial portion of within-party variation in regular election polls (+28% R2).
-Targeting via Information Exigents with Daniel M. Ringel and Bernd Skiera
-[show abstract] We introduce information exigents as a novel means for targeting consumers during their search for information. An information exigent is a consumer’s imminent demand for information that manifests in queries posed to information sources such as search engines, experts, online communities, or generative AI. We propose that these information exigents contain signals of consumer characteristics that are typically unobservable during their searches (i.e., sociodemographics, prior experience, brand attitudes), and can thus serve as a new means for reaching consumers with desired characteristics. We showcase this potential by identifying information exigents from search queries of a consumer panel using unsupervised machine learning and linking them to participants’ characteristics. A newly developed research app called TAVIX (Targeting via Information Exigents) allows managers to create targeted search campaigns by compiling sets of queries that are indicative of specific target audiences. A field study in collaboration with a major European retail bank run for seven months showcases how these search query sets can increase the effectiveness of targeting efforts in search engine advertising. We find that the campaign assembled with TAVIX outperforms an alternative campaign created by domain experts at the bank both in terms of customer acquisition rates and new customer revenue. function toggleAbstract(link) { var abstract = link.parentElement.nextElementSibling; if (abstract.style.display === 'none' || abstract.style.display === '') { abstract.style.display = 'block'; link.innerHTML = '[hide abstract]'; } else { abstract.style.display = 'none'; link.innerHTML = '[show abstract]'; } }
">
| Maximilian Matthe
Maximilian Matthe Assistant Professor of Marketing 
