Greg  Allenby

Greg Allenby

Helen C. Kurtz Chair in Marketing
Professor of Marketing
Professor of Statistics

Marketing & Logistics

Background

Professor Allenby's research focuses on the development and application of quantitative methods in marketing.  He is the author of two books: Bayesian Statistics and Marketing (2005, Wiley) that is used to train doctoral students throughout the world, and Seven Summits of Marketing Research (2014) that is used for MBA students. His research is used to improve product, pricing, promotion and targeting strategies at leading firms.

He is a fellow of the Informs Society for Marketing Science and the American Statistical Association.  He is past editor of Quantitative Marketing and Economics, and past associated editor of Marketing Science, Management Science, Journal of Marketing Research and the Journal of Business and Economic Statistics. Within the American Marketing Association, Greg has served as Vice President of the Research Council and has chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. Within the American Statistical Association, he has served as Chair of the Section on Statistics in Marketing.  He has authored over 100 publications that have appeared in leading journals in marketing, statistics and economics.

Areas of Expertise

Marketing

  • Applied Bayesian Modeling in Marketing
  • Statistics

Education

  • Ph.D., 1988, Graduate School of Business, University of Chicago (Statistics and Marketing). Dissertation Title: "The Identification, Estimation and Testing of Demand Structures."
  • M.B.A., 1986, Graduate School of Business, University of Chicago (Statistics and Behavioral Science).
  • M.S., 1981, Illinois Institute of Technology (Operations Research).
  • B.S., 1978, Ohio Northern University (Mechanical Engineering).

Publications

Journal Articles

Hardt, Nino, Alex Varbanov and Greg M. Allenby (2015) "Monetizing Ratings Data for Product Research," Marketing Science, forthcoming.

Büschken, Joachim and Greg M. Allenby (2015) "Sentence-Based Text Analysis for Customer Reviews," Marketing Science, forthcoming.

Howell, John R., Sanghak Lee and Greg M. Allenby (2015) "Price Promotions in Choice Models," Marketing Science, forthcoming.

Allenby, Greg M., Jeff D. Brazell, John R. Howell and Peter E. Rossi (2014) "Economic Valuation of Product Features," Quantitative Marketing and Economics, 12, 421-456.

Dyachenko, Tatiana, Rebecca W. Reczek and Greg M. Allenby (2014) "Models of Sequential Evaluation in Best-Worst Choice Tasks," Marketing Science, 33, 6, 828-828.

Allenby, Greg M., Jeff D. Brazell, John R. Howell and Peter E. Rossi (2014) "Valuation of Patented Product Features," Journal of Law and Economics, 57, 3, 629-663.

Allenby, Greg M., Eric T. Bradlow, Edward I. George, John Liechty and Robert E. McCullough (2014) "Perspectives on Bayesian Methods and Big Data," Customer Needs and Solutions, 1, 169-175.

Berry, Steve, Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, Pradeep Chintagunta, W. Michael Hanemann, Przemek Jeriorski and Angelo Mele (2014) "Structural Models of Complementary Choices," Marketing Letters, 25, 245-256.

Allenby, Greg M. (2014) "Dealing with Differences," in Marketing Insights, May/June 2014, 10-11.

Lee, Sanghak and Greg M. Allenby (2014) "Modeling Indivisible Demand," Marketing Science, 33, 3, 364-381.

Fennell, Geraldine and Greg M. Allenby (2014) "Conceptualizing and Measuring User Wants: Understanding the Source of Brand Preference," Customer Needs and Solutions, 1:23–39.

Allenby, Greg M., Jeff Brazell, John Howell and Peter Rossi (2014) "Using Conjoint Analysis to Determine the Market Value of Product Features," Proceedings of the 2013 Sawtooth Software Conference.

Dyanchenko, Tatiana, Rebecca W. Naylor and Greg Allenby (2014) "The Ballad of Best and Worst," Proceedings of the 2013 Sawtooth Software Conference.

Allenby, Greg M. (2013) "The Inside Story," in Marketing Insights, Fall, 10-11.

Büschken, Joachim, Thomas Otter and Greg M. Allenby (2013) "The Dimensionality of Customer Satisfaction Survey Responses and Implications for Driver Analysis," Marketing Science, 32(4), 533-553.

Lee, Sanghak, Jaehwan Kim and Greg M. Allenby (2013) "A Direct Utility Model for Asymmetric Complements," Marketing Science, 32(3), 454-470.

Allenby, Greg M. (2013) "The Relevance of Being Bayes," in Marketing Insights, Spring, 10-11.

Allenby, Greg M. (2012) "ART Forum Needs to Elevate the Banner of Relevance," note in response to "Anatomy of a Censorship: A Cautionary Tale in 28 Email Fragments," by Chuck Chakrapani, Marketing Research, Winter, 32-39.

Hasegawa, Shohei, Nobuhiko Terui and Greg M. Allenby (2012) "Dynamic Brand Satiation," Journal of Marketing Research, 49 (Dec), 842-853.

Allenby, Greg M. (2012) "Big Data 2.0," Keynote speech at the Fall 2012 KMA conference, Asian Marketing Journal, 14, 3, 1-5.

Hans, Chris, Greg M. Allenby, Peter Craigmile, Ju Hee Lee, Steven MacEachern and Xini Xu (2012) "Covariance Decompositions for Accurate Computation in Bayesian Scale-Usage Models," Journal of Computational Statistics and Graphical Analysis, 21, 2, 538-557.

Allenby, Greg M. (2012) "Modeling Marketplace Behavior," Journal of the Academy of Marketing Science, 40th Anniversary Issue Invited Paper, 40, 155-166.

Liu, Qing, Angela M. Dean and Greg M. Allenby (2012) "Bayesian Designs for Hierarchical Linear Models," Statistica Sinica, 22, 1, 393-417.

Otter, Thomas, Timothy J. Gilbride and Greg M. Allenby (2011) "Testing Models of Strategic Behavior Characterized by Conditional Likelihoods," Marketing Science, 30, 4, 686-701.

Satomura, Takuya, Jaehwan Kim and Greg M. Allenby (2011) "Multiple Constraint Choice Models with Corner and Interior Solutions," Marketing Science, 30, 3, 481-490.

Chankukala, Sandeep Rao, Sylvia Long-Tolbert and Greg M. Allenby (2011) "A Threshold Model for Respondent Heterogeneity," Marketing Letters, 22, 133-146.

Chandukala, Sandeep R., Jeffrey P. Dotson, Jeff D. Brazell and Greg M. Allenby (2011) "Bayesian Analysis of Hierarchical Effects," Marketing Science, 30, 1, 123-133.

Terui, Nobuhiko, Masataka Ban and Greg M. Allenby (2011) "The Effect of Media Advertising on Brand Consideration and Choice," Marketing Science, 30, 1, 74-91.

Chankukala, Sandeep, Yancy Edwards and Greg M. Allenby (2011) "Identifying Unmet Demand," Marketing Science, 30, 1, 61-73.

Dotson, Jeffrey P. and Greg M. Allenby (2010) "Investigating the Strategic Influence of Customer and Employee Satisfaction on Firm Financial Performance," Marketing Science, 29, 5, 895-908.

Allenby, Greg M., Mark J. Garratt and Peter E. Rossi (2010) "A Model for Trade-Up and Change in Considered Brands," Marketing Science, 29, 1, 40-56.

Liu, Qing, Angela Dean, David Bakken and Greg M. Allenby (2009) "Studying the Level-Effect in Conjoint Analysis: An Application of Efficient Experimental Designs for Hyper-parameter Estimation," Quantitative Marketing and Economics, 7, 1, 69-93.

Jen, Lichung, Chien-Heng Chou and Greg M. Allenby (2009) "The Importance of Modeling Temporal Dependence of Timing and Quantity in Direct Marketing," Journal of Marketing Research, 46, 4, 482-493.

Allenby, Greg M. and Peter E. Rossi (2008) "Teaching Bayesian Statistics to Marketing and Business Students," The American Statistician, 62, 3, 195-198.

Dotson, Jeffrey P., Joe Retzer and Greg M. Allenby (2008) "Non-Normal Simultaneous Regression Models for Customer Linkage Analysis," Quantitative Marketing and Economics, 6, 257-277.

Otter, Thomas, Greg M. Allenby and Trish van Zandt (2008) "An Integrated Model of Discrete Choice and Response Time," Journal of Marketing Research, 45, 593-607.

Otter, Thomas, Joe Johnson, Joerg Rieskamp, Greg M. Allenby, Jeff D. Brazell, Adele Diederich, Wes Hutchinson, Steve MacEachern, Shiling Ruan, and Jim Townsend (2008) "Sequential Sampling Models of Choice: Some Recent Advances," Marketing Letters, 19, 255-267.

Liu, Qing, Thomas Otter and Greg M. Allenby (2007) "Endogeneity Bias – Fact or Fiction?" 2007 Sawtooth Software Conference Proceedings, 345-354.

Liu, Qing, Angela M. Dean and Greg M. Allenby (2007) "Design for Estimation of Population Mean and Variance in Hierarchical Linear Models, "Journal of Statistical Theory and Practice, 1, 3, 311-328.

Liu, Qing, Thomas Otter and Greg M. Allenby (2007) "Investigating Endogeneity Bias in Marketing," Marketing Science, 26, 5, 642-650.

Kim, Jaehwan, Greg M. Allenby and Peter E. Rossi (2007) "Product Attributes and Models of Multiple Discreteness," Journal of Econometrics, 138, 208-230.

Fennell, Geraldine and Greg M. Allenby (2006) "Multiple Perspectives: Marketing Needs to Unambiguously Articulate its Role as a Business and Societal Function," Marketing Research, 18, 4, 26-31.

Gilbride, Timothy J. and Greg M. Allenby (2006) "Estimating Heterogeneous EBA and Economic Screening Rule Choice Models," Marketing Science, 25, 494-509.

Gilbride, Timothy J., Greg M. Allenby and Jeff Brazell (2006) "Models of Heterogeneous Variable Selection," Journal of Marketing Research, 43, 420-430.

Morrin, Maureen, Jonathan Lee and Greg M. Allenby (2006) "Determinants of Trademark Dilution," Journal of Consumer Research, 33, 248-257.

Gilbride, Timothy J., Sha Yang and Greg M. Allenby (2005) "Modeling Simultaneity in Survey Data," Quantitative Marketing and Economics, 3, 4, 311-345.

Fennell, Geraldine and Greg M. Allenby (2005) "Entertaining Romp, But Case Overstated", note in response to "The Tripping Point" by Stephen Brown, Marketing Research, 17, 2, 44-45.

Allenby, Greg M., Jeff Brazell, Tim Gilbride and Thomas Otter (2005) "Avoiding IIA Meltdown," Sawtooth Software Conference Proceedings.

Allenby, Greg, Geraldine Fennell, Joel Huber, Thomas Eagle, Tim Gilbride, Dan Horsky, Jaehwan Kim, Peter Lenk, Rich Johnson, Elie Ofek, Brian Orme, Thomas Otter, Joan Walker (2005) "Adjusting Choice Models to Better Predict Market Behavior," Marketing Letters, 16, 3, 197-208.

Fennell, Geraldine and Greg M. Allenby (2004) "An Integrated Approach: Market Definition, Market Segmentation and Brand Positioning Create a Powerful Combination," Marketing Research, 16, 4, 28-34.

Gilbride, Timothy J. and Greg M. Allenby (2004) "A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules," Marketing Science, 23, 3, 391-406.

Allenby, Greg M., David G. Bakken and Peter E. Rossi (2004) "The HB Revolution: How Bayesian Methods Have Changed the Face of Marketing Research," Marketing Research, 16, 2, 20-25.

Allenby, Greg M., Thomas S. Shively, Sha Yang and Mark J. Garratt (2004) "A Choice Model for Packaged Goods: Dealing with Discrete Quantities and Quantity Discounts," Marketing Science, 23, 1, 95-108.

Bradlow, Eric T., Peter J. Lenk, Greg M. Allenby and Peter E. Rossi (2004) "When BDT in Marketing Meant Bayesian Decision Theory: The Influence of Paul Green's Research," in Marketing Research and Modeling: Progress and Prospects, A Tribute to Paul Green, Y.Wind and P.E. Green, editors, p. 17-39, Kluwer Academic Press.

Yang, Sha, Yuxin Chen and Greg M. Allenby (2003) "Bayesian Analysis of Simultaneous Demand and Supply," with discussion, Quantitative Marketing and Economics, 1, 251-304.

Rossi, Peter E. and Greg M. Allenby (2003) "Bayesian Statistics and Marketing," Marketing Science, 22, 304-328.

Allenby, Greg M. and Peter E. Rossi (2003) "Perspectives Based on 10 Years of HB in Marketing Research," Sawtooth Software Conference Proceedings.

Fennell, Geraldine, Greg M. Allenby, Sha Yang and Yancy Edwards (2003) "The Effectiveness of Demographic and Psychographic Variables for Explaining Brand and Product Use," Quantitative Marketing and Economics, 1, 223-244.

Fennell, Geraldine and Greg M. Allenby (2003) "Specifying Your Market's Boundaries," Marketing Research, 15, 2, 32-37.

Jen, Lichung, Chien-Heng Chou and Greg M. Allenby (2003) "A Bayesian Approach to Modeling Purchase Frequency," Marketing Letters, 14, 1, 5-20.

Yang, Sha and Greg M. Allenby (2003) "Modeling Interdependent Consumer Preferences," Journal of Marketing Research, 40, 282-294.

Edwards, Yancy D. and Greg M. Allenby (2003) "Multivariate Analysis of Multiple Response Data," Journal of Marketing Research, 40, 321-334.

Kim, Jaehwan, Greg M. Allenby, and Peter E. Rossi (2002) "Modeling Consumer Demand for Variety," Marketing Science, 21, 3, 229-250.

Allenby, Greg, Geraldine Fennell, Albert Bemmaor, Vijay Bhargava, Francois Christen, Jackie Dawley, Peter Dickson, Yancy Edwards, Mark Garratt, Jim Ginter, Alan Sawyer, Rick Staelin, and Sha Yang (2002) "Market Segmentation Research: Beyond Within and Across Group Differences," Marketing Letters, 13, 3, 233-244.

Allenby, Greg, Neeraj Arora, Chris Diener, Jaehwan Kim, Mike Lotti and Paul Markowitz (2002) "Distinguishing Likelihoods, Loss Functions and Heterogeneity in the Evaluation of Marketing Models," Canadian Journal of Marketing Research, 20.1, 44-59.

Yang, Sha, Greg M. Allenby and Geraldine Fennell (2002) "Modeling Variation in Brand Preference: The Roles of Objective Environment and Motivating Conditions," Marketing Science, 21, 1, 14-31.

Fennell, Geraldine and Greg M. Allenby (2002) "No Brand Segmentation? Let's Not Rush to Judgment," Marketing Research, 14, 1, 14-18.

Rossi, Peter E., Zvi Gilula and Greg M. Allenby (2001) "Overcoming Scale Usage Heterogeneity: A Bayesian Hierarchical Approach," Journal of the American Statistical Association, 96, 20-31.

Allenby, Greg M. (2001) Discussant in "Special Issue: Methodological and Statistical Concern of the Experimental Behavioral Researcher," Journal of Consumer Psychology, 10, 1 & 2.

Peter E. Rossi and Greg M. Allenby (2000) "Statistics and Marketing," Journal of the American Statistical Association, 95, 635-38. Reprinted in Statistics in the 21st Century, edited by Adrian E. Raftery, Martin A. Tanner and Martin T. Wells, Chapman & Hall (2001).

Shively, Thomas S., Greg M. Allenby and Robert Kohn (2000) "A Nonparametric Approach to Identifying Latent Relationships in Hierarchical Models," Marketing Science, 19, 2, 149-162.

Yang, Sha and Greg M. Allenby (2000) "A Model for Observation, Structural and Household Heterogeneity in Panel Data," Marketing Letters, 11, 2, 137-149.

Arora, Neeraj and Greg M. Allenby (1999) "Measuring the Influence of Individual Preference Structures in Group Decision Making," Journal of Marketing Research, 36, 476-487.

Allenby, Greg M., Robert P. Leone and Lichung Jen (1999) "A Dynamic Model of Purchase Timing with Application to Direct Marketing," Journal of the American Statistical Association, 94, 365-374.

Allenby, Greg M. and Peter E. Rossi (1999) "Marketing Models of Consumer Heterogeneity," Journal of Econometrics, 89, 57-78.

Allenby, Greg, Neeli Bendapudi, Bob Burnkrant, Leslie Fine, Jim Ginter, Bob Leone, Mark Stiving and Rao Unnava, (1998) "Market Segmentation in the 21st Century: Discrete Solutions to Continuous Problems," Seoul Journal of Business, 4, 2, 129-157.

Arora, Neeraj, Greg M. Allenby and James L. Ginter (1998) "A Hierarchical Bayes Model of Primary and Secondary Demand," Marketing Science, 17, 29-44.

Allenby, Greg M., Neeraj Arora and James L. Ginter (1998) "On the Heterogeneity of Demand," Journal of Marketing Research, 35, 384-389.

Rossi, Peter E., Robert E. McCulloch and Greg M. Allenby (1996) "The Value of Purchase History Data in Target Marketing," Marketing Science, 15, 321-340.

Allenby, Greg M., Lichung Jen and Robert P. Leone (1996) "Economic Trends and Being Trendy: The Influence of Consumer Confidence on Retail Fashion Sales," Journal of Business and Economic Statistics, 14, 103-112.

Allenby, Greg M. (1996) "Interactive Graphical Methods in the Analysis of Customer Panel Data - A Comment," Journal of Business and Economic Statistics, 14, 126-127.

Rossi, Peter E., Robert E. McCulloch and Greg M. Allenby (1995) "Hierarchical Modelling of Consumer Heterogeneity: An Application to Target Marketing," Case Studies in Bayesian Statistics, edited by Constantine Gatsonis, James S. Hodges, Robert E. Kass and Nozer D. Singpurwalla, p.323-349, New York: Springer-Verlag.

Allenby, Greg M. and James L. Ginter (1995) "Using Extremes to Design Products and Segment Markets," Journal of Marketing Research, 32, 392-403.

Allenby, Greg M., Neeraj Arora and James L. Ginter (1995) "Incorporating Prior Knowledge into the Analysis of Conjoint Studies," Journal of Marketing Research, 32, 152-162.

Allenby, Greg M. and Peter J. Lenk (1995) "Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice," Journal of Business and Economic Statistics, 13, 281-290.

Allenby, Greg M. and James L. Ginter (1995) "The Effects of In-Store Displays and Feature Advertising on Consideration Sets," International Journal of Research in Marketing, 12, 67-80.

Allenby, Greg M. and Peter J. Lenk (1994) "Modeling Household Purchase Behavior with Logistic Normal Regression," Journal of the American Statistical Association, 89, 1218-1231.

Neslin, Scott, Greg Allenby, Andrew Ehrenberg, Steve Hoch, Gilles Laurent, Robert Leone, John Little, Leonard Lodish, Robert Shoemaker, and Dick Wittink (1994) "A Research Agenda for Making Scanner Data More Useful To Managers," Marketing Letters, 5, 395-411.

Allenby, Greg M. and Peter E. Rossi (1993) "A Marginal-Predictive Approach to Identifying Household Parameters," Marketing Letters, 4, 227-239.

Rossi, Peter E. and Greg M. Allenby (1993) "A Bayesian Approach to Estimating Household Parameters," Journal of Marketing Research, 30, 171-182.

Masters, Jim M., Greg M. Allenby, Bernard J. La Londe, and Arnie Maltz (1992) "On the Adoption of DRP," Journal of Business Logistics, 13, 47-68.

Allenby, Greg M. and Peter E. Rossi (1991) "Quality Perceptions and Asymmetric Switching Between Brands," Marketing Science, 10, 185-205.

Allenby, Greg M. and Peter E. Rossi (1991) "There is No Aggregation Bias: Why Macro Logit Models Work," Journal of Business and Economic Statistics, 9, 1-14.

Allenby, Greg M. (1990) "Hypothesis Testing with Scanner Data: The Advantage of Bayesian Methods," Journal of Marketing Research, 27, 379-389.

Allenby, Greg M. (1990) "Cross Validation, the Bayes Theorem, and Small Sample Bias," Journal of Business and Economic Statistics, 8, 171-178.

Allenby, Greg M. (1989) "A Unified Approach to Identifying, Estimating and Testing Demand Structures with Aggregate Scanner Data," Marketing Science, 8, 265-280.

Allenby, Greg M. and Robert C. Blattberg (1987), "A New Theory of Direct Market Testing, or Why Your Rollout Results Do Not Match Your Test Results," Journal of Direct Marketing, 1, 4, 24-37.

Tiao, GC, Reinsel, GC, Pedrick, JH, Allenby, GM, Mateer, CL, Miller, AJ, and DeLuisi, JJ (1986) "A Statistical Trend Analysis of Ozonesonde Data," Journal of Geophysical Research, 91, D12, 13,121-13,136.

Books and Book Chapters

Rossi, Peter E., Greg M. Allenby and Robert McCulloch (2005) Bayesian Statistics and Marketing, John Wiley & Sons.

Allenby, Greg M. and Peter E. Rossi (2006) "Hierarchical Bayes Models" in The Handbook of Marketing Research, Rajiv Grover and Marco Vriens, editors. Sage Publications.

Chandukala, Sandeep R., Jaehwan Kim, Thomas Otter, Peter E. Rossi and Greg M. Allenby (2008) "Choice Models in Marketing: Economic Assumptions, Challenges and Trends," in Foundations and Trends in Marketing, Vol 2, No. 2, 97-184. Now Publishers.

Liu, Qing, Thomas Otter and Greg M. Allenby (2009) "Measurement of Own- and Cross-Price Effects" in Handbook of Research in Pricing, Vithala Rao, editor. E-Elgar, Publishers.

Perspectives on Promotion and Database Marketing: The Collected Works of Robert C. Blattberg (2010), Greg M. Allenby, editor. World Scientific Publishing, Singapore.

Rossi, Peter E. and Greg M. Allenby (2011) "Bayesian Applications in Marketing," in Handbook of Bayesian Econometrics, Gary Koop, Herman van Dijk and John Geweke, editors, Oxford University Press.

Allenby, Greg M. and Peter E. Rossi (2016) "Bayesian Econometrics," in Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support, Natalie Mizik and Dominique Hanssens, editors, Edward Elgar Publishing.

Howell, John R., Greg M. Allenby and Peter E. Rossi (2016) "Feature Valuation Using Equilibrium Analysis," in Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support, Natalie Mizik and Dominique Hanssens, editors, Edward Elgar Publishing.

Allenby, Greg M., Jaehwan Kim and Peter E. Rossi (2016) "Economic Models of Choice," in Handbook of Marketing Decision Models, Berend Wierenga and Ralf van der Lands, editors, Springer.

Allenby, Greg M. and Jeff D. Brazell (2016) http://fisher.osu.edu/7Summits. Seven Summits of Marketing Research: Decision-Based Analytics for Marketing's Toughest Problems, self-published.

Courses

  • BUSML 7201 - Marketing Research and Analytics

    Exploration of issues related to data analysis for marketing decisions: costs/benefits of analysis in aggregate; difference between descriptive and structural models; complexities of imperfect information. Prereq: MBA 6252 or 6253. Not open to students with credit for 847.

  • BUSMGT 3333 - Business Analytics: Applied Prescriptive Analytics

    Moving from estimating model parameters, to making data-informed business decisions. Prereq: 3331 and 3332.

  • BUSML 7227 - Prescriptive Data Analysis

    Focuses on identifying the best course of action to take in response to what is known about the business and its environment.Students will develop skills in translating business objectives, threats and opportunities into actionable data collection and analysis. Students will also become be exposed to and become proficient with concepts spanning the analysis of pre-existing, secondary data. Prereq: MBA 6252 or 6253.

  • BUSML 8253 - Recent Advancements in Marketing Research

    Provide students with exposure to leading marketing scholars and their most current research and give them an opportunity to critically evaluate it. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 9 cr hrs or 6 completions.