Sunday Schedule

Opening General Session–Invited Researchers

The Influence of Interactive Marketing on
Building a Profitable Brand & Customer Management Strategy
V. Kumar, Georgia State University

The Evolution of Online Customer Experience: Research Implications of Top Industry Trends
Donna Hoffman, University of California, Riverside

CLV Models/Methods/
Issues Modeling

Dynamics (Cross-Channel/Over Time)

Special Topic Panel

Lifetime Value in a Non-Contractual Setting with
Markov Models
Edward Malthouse, Shyam Gopinath, Robert Blattberg, Northwestern University

Customer Lifetime Value (CLV): No One Said it Would be Easy
Phillip Pfeifer, Paul W. Farris, University of Virginia

Adding Bricks to Clicks:
The Effects of Store Openings on Sales
Through Direct Channels
Jill Avery, Simmons School of Management; Thomas Steenburgh, John Deighton, Harvard Business School; Mary Caravella, University of Connecticut

Assessing the Effect of Direct Marketing on the Strength of the Customer Relationship: A Hidden Markov Modeling Approach
V. Kumar, Georgia State University; S. Sriram, University of Michigan; Anita Man Luo, University of Connecticut; Pradeep Chintagunta, University of Chicago

Teaching Quantitative Skills to Direct/Database Marketing Students: Opportunities
and Challenges
Goutam Chakraborty, Oklahoma State University; J. Michael Hardin, University of Alabama; Jerry Oglesby, SAS Institute

CLV Models/Methods/
Issues Modeling

Dynamics (Cross-Channel/Over Time)

Special Topic Panel

Real-Time Evaluation of Email Campaign Performance
Xavier Dreze, University of Pennsylvania; Andre Bonfrer, Singapore Management University

Managing Data Quality and Time-Span Coverage for CRM – Cost/Benefit Tradeoffs
Adir Even, Bentley College; Ganesan Shankaranarayanan, Ben Gurion University of the Negev; Paul Berger, Bentley College

Balancing Online and Offline Direct Channels in Business-to-Business
Koen Pauwels, Dartmouth College; Thorsten Wiesel, Joep Arts, Free University Amsterdam

Modeling the Equation of Customers' Service Portfolios
David Schweidel, University of Wisconsin, Madison; Eric Bradlow, Peter Fader, University of Pennsylvania

Special Topic Panel
Web 2.0 Opportunities and Challenges for Direct Marketing Educators
Mary Caravella, University of Connecticut; Debra Zahay, Northern Illinois University; Charles Jaeger, Southern Oregon University

Customer Feedback

Implementation Issues

Special Topic Panel

A Study of Online Word of Mouth and Firm Performance
Shyam Gopinath, Jacquelyn Thomas, Lakshman Krishnamurthi, Northwestern University

Online User Ratings: When and How Consumers Post,
and the Effect It Has on Sales
Wendy Moe, University of Maryland

How Does an Obligation to Collect Sales Tax
Affect Consumer
and Firm Behavior?
Eric Anderson, Northwestern University; Nathan Fong, Duncan Simester, Catherine Tucker, Massachusetts Institute of Technology

Privacy Orientation: An Empirical Study of Firms' Information Privacy Behaviors
Pushkala Raman, Kartik Pashupati, Texas Woman’s University

Teaching Privacy
in an IMC World
George Milne, University of Massachusetts–Amherst, James Peltier, University of Wisconsin–Whitewater; Joseph Phelps, University of Alabama; James F. Conway, VP and Counsel, Corporate Responsibility, Direct Marketing Association

Three Concurrent Sessions

Customer Feedback

Implementation Issues

Special Topic Panel

"I'm Here, But Maybe Not for Long": Using Complaints to Predict and Value Customers
George Knox, Rutger van Oest, Tilburg University

An Empirical Analysis of Product Returns in Direct Marketing
Siddharth Singh, Rice University; Dipak Jain, Northwestern University

Understanding the Effective Use of Color in Direct Marketing Communications
Darren Dahl, JoAndrea Hoegg, University of British Columbia; Rajesh Manchanda, University of Manitoba

Contextual Determinants of the Predictive Accuracy of Binary Prediction Models
Bas Donkers, Erasmus University Rotterdam; Peter C. Verhoef, University of Groningen; Aurelie Lemmens, Erasmus University Rotterdam

Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and
Graduate Perspectives
Carol Scovotti, University of Wisconsin–Whitewater; Lisa Spiller, Christopher Newport University; Harvey Markovitz, Pace University; Denny McCorkle, University of Northern Colorado;  Mary Ann McGrath, Loyola University Chicago