Time and place: 08.01.2020 from 12:15 to 13:45, room F4090, WiWi2 building.
Lecturer: Prof. Dr. Martin Spann, Ludwig-Maximilians-University Munich.
Title: Location Based Targeting
The Diginomics group is looking forward to welcoming Prof. Dr. Martin Spann from the LMU Munich as the first guest speaker of the Brownbag seminar this year. He will give a lecture on "Location Based Targeting" on Wednesday, January 8, 2020. Professor Spann is Director of the Institute for Electronic Commerce and Digital Markets and Dean of Research at the Faculty of Business Administration at the LMU Munich. Apart from numerous research stays at renowned universities such as New York University (NYU) and the University of California at Los Angeles (UCLA), he published in leading international journals, including Marketing Science, Management Science and the Journal of Marketing. His current research interests are as follows:
- Pricing strategies and tactics (e.g., auctions, dynamic pricing, behavioral pricing)
- Digital advertising (e.g., mobile marketing, social media)
- Digital platforms (e.g., crowdsourcing, crowd work, sharing economy)
An abstract of the work that Prof. Dr. Martin Spann will be presenting at the seminar can be found below:
Abstract. Offline retailers increasingly use location-based advertising to target consumers in their vicinity in real time. The rationale for the use of location-based advertising is that geographic proximity increases the relevance for consumers and, thus, the effectiveness of these campaigns. This presentation presents the results of several field experiments regarding the design and effectiveness of location-based targeting. Further, it discusses implications for digital marketing practice and future research.