Greg Allenby

About

Greg Allenby is the Helen C. Kurtz Chair in Marketing and a Professor of Marketing and Statistics at the Fisher College of Business. His research focuses on the development and application of quantitative methods in marketing, with particular emphasis on Bayesian modeling. He is a co-author of the book Bayesian Statistics and Marketing, published in 2005 and 2024 by Wiley. His work is utilized to improve product, pricing, promotion, and targeting strategies at leading firms. Allenby has authored over 100 publications in leading journals across marketing, statistics, and economics. He holds a Ph.D. from the Graduate School of Business at the University of Chicago, earned in 1988, with a dissertation titled "The Identification, Estimation and Testing of Demand Structures." His academic background also includes an M.B.A. from the University of Chicago, an M.S. from Illinois Institute of Technology, and a B.S. from Ohio Northern University. Allenby has served as an editor for several prominent journals and has held leadership roles within the American Marketing Association and the American Statistical Association. He has received numerous awards, including the 2024 AMA Paul Converse Award, the 2023 AMA Gil Churchill lifetime achievement award, the 2012 AMA Parlin Award, and the 2010 ISMS Long Term Impact Award.

Research topics

• Computer Science
• Information Retrieval
• Econometrics
• Artificial Intelligence
• Mathematics
• Natural Language Processing
• Data science
• Marketing
• Business
• Linguistics

Selected publications

• Integrating Textual Information into Models of Choice and Scaled Response Data

  Marketing Science · 2022 · 16 citations

  Senior authorCorresponding

  This paper proposes a new approach to modeling heterogeneity in choice data that can accommodate fixed-point ratings data and text.

  PublisherDOI

• Bayesian Statistics and Marketing

  2024 · 9 citations

  Fine-tune your marketing research with this cutting-edge statistical toolkit Bayesian Statistics and Marketing illustrates the potential for applying a Bayesian approach to some of the most challenging and important problems in marketing. Analyzing household and consumer data, predicting product performance, and custom-targeting campaigns are only a few of the areas in which Bayesian approaches promise revolutionary results. This book provides a comprehensive, accessible overview of this subject…

  PublisherDOI

• A Choice Model of Utility Maximization and Regret Minimization

  Journal of Marketing Research · 2022-04-04 · 9 citations

  articleSenior author

  Consumers often try to achieve multiple goals when purchasing products and services, where choices are sought that maximize utility and other objectives such as to minimize regret. If the performance of choice outcomes are associated with high level of uncertainty at the time of purchase, consumers worry that the alternative of interest may turn out to be not optimal, an outcome they want to avoid when making a purchase. The authors propose a new regret function and explore its properties. Then,…

  PublisherDOI

• Is Your Sample Truly Mediating? Bayesian Analysis of Heterogeneous Mediation (BAHM)

  Journal of Consumer Research · 2022-09-07 · 8 citations

  articleSenior author

  Abstract Mediation analysis is used to study the relationship between stimulus and response in the presence of intermediate, generative variables. The traditional approach to the analysis utilizes the results of an aggregate regression model, which assumes that all respondents go through the same data-generating mechanism. We introduce a new approach that is able to uncover the heterogeneity in mediating mechanisms and provides more informative insights from mediation studies. The proposed appro…

  PublisherDOI

• Conjunctive screening in models of multiple discreteness

  International Journal of Research in Marketing · 2022-04-12 · 5 citations

  articleSenior author
  PublisherDOI

Frequent coauthors

• Peter E. Rossi

  59 shared

• Sanghak Lee

  36 shared

• Jaehwan Kim

  Korea University

  31 shared

• Thomas Otter

  Goethe University Frankfurt

  18 shared

• Moon Young Kang

  Soongsil University

  17 shared

• Byungho Park

  17 shared

• Jeff D. Brazell

  University of Utah

  15 shared

• James L. Ginter

  The Ohio State University

  14 shared

Education

• PhD, Graduate School of Business

  University of Chicago

  1988

• MBA, Graduate School of Business

  University of Chicago

  1984

• MSOR, Business

  Illinois Institute of Technology

  1981

• BSME, Engineering

  Ohio Northern University

  1978

Awards & honors

• 2024 AMA Paul Converse award for contributions to the scienc…
• 2023 AMA Gil Churchill lifetime achievement award for contri…
• 2012 AMA Parlin Award for leadership and impact on the profe…
• 2010 ISMS Long Term Impact Award

Similar researchers at Ohio State University

• Douglas M. Lamberth-48
• A. Michael Knemeyerh-44
• Terry Esperh-33