Joseph Pancras, Ph.D.

Associate Professor of Marketing University of Connecticut

  • Storrs CT

Expert in retail competition

Contact

University of Connecticut

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Biography

Associate Professor of Marketing Joseph Pancras uses quantitative techniques to study targeted marketing and firm spatial competition in digital contexts such as mobile and online promotions as well as the interaction between digital and traditional marketing promotions. He also studies the effects of poaching and retail competition in the area of online paid search advertising, and firm and distribution channel competition in the context of targeted marketing and customer relationship management. His research has been published in Journal of Marketing Research, Management Science, Journal of Retailing and Journal of Interactive Marketing. His 2007 paper titled ‘Optimal Marketing Strategies for a Customer Data Intermediary’ won the 2008 Donald Lehmann award for best dissertation-based paper in the Journal of Marketing Research and his 2008 paper titled ‘Cross Buying in Retailing: Drivers and Consequences’ won the 2010 William Davidson award for best paper in the Journal of Retailing.

Dr. Pancras has several years of industry experience in custom marketing research in leading research groups such as Kantar and Taylor Nelson-Sofres, and brings these experiences to bear on his research and teaching.

Areas of Expertise

Competitive Marketing Strategy
Customer relationship management (CRM) using Digital Marketing and Analytics
Retail Competition
Customer and Marketing Relationality
Targeted Marketing in Mobile and Digital Media
Cross-category and cross-media marketing

Education

Leonard N. Stern School of Business, New York University

Ph.D.

Marketing

2005

Stern School of Business, New York University

M.A.

Marketing

2003

Bharathidasan Institute of Management, Trichy, India

M.B.A.

Marketing and Finance

1996

Accomplishments

William R. Davidson Award (2010)

Best Article in the Journal of Retailing

Social

Media Appearances

Do deep promotional discounts work? New study sheds light on strategy

Science Daily  online

Promotional discounts increase store traffic and lead to higher overall profits, especially if the advertised products are staples – items such as meat and produce that are purchased frequently and by many customers.

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Articles

An Empirical Analysis of the Impact of Promotional Discounts on Store Performance

Journal of Retailing

2017

The received wisdom, reflected in popular marketing textbooks, is that featuring deeply discounted items will generate additional store traffic for retailers that in turn will lead to increased sales and profits. However, there is surprisingly little systematic evidence about the impact of these deep discounts on aggregate store traffic, sales, and profits. In this paper, we study the effects of promotional discounts and their characteristics on various store performance metrics employing a store level dataset pooled over 55 weeks and 24 stores. Many findings of our study lend credence to the continued popularity of such promotions by retailers. We find that feature promotions build store traffic, especially when the categories being featured are high penetration, high frequency. Also, promotions of branded items are found to be more effective than promotions of unbranded items. Discounting on more items in a category leads to lower store margins suggesting that the cost of discounting a large proportion of items in a category may not be justified by the profits generated by the sale. Using the coefficients from our model estimates, various counterfactuals provide insights into strategic change in level of discounts across categories. We discuss several implications of our findings for retailers.

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Matching Exactly or Semantically? an Examination of the Effectiveness of Synonym-Based Matching Strategy in Chinese Paid Search Market

Journal of Electronic Commerce Research

2017

Paid search advertising has been a widely used marketing tool in both Chinese and English countries. Matching strategy greatly influences the effectiveness of paid search advertising. Extant studies have examined the matching strategy between keywords and ad content in paid search advertising using the English language. However, the rapidly growing Chinese paid search advertising market has been largely ignored. Different from the English market, the Chinese paid search advertising market has a comparatively greater use of synonyms. Considering the high semantic dependence of words and characters in Chinese, we develop a method to classify Chinese keywords according to the information complexity of the keywords. Based on the keyword classification, we use synonym-based matching, defined as the semantic similarity of ad content and the keyword, to study the bidding behavior of Chinese paid search advertisers. Our results indicate that synonym-based matching increases click-through rate, especially for complex keywords that have multiple search attributes. Both the empirical analysis using secondary data from the Chinese paid search market and a subsequent controlled experiment show the robustness of the results. Our results point to the need for understanding the local characteristics (especially language) when studying online paid search advertising in the Chinese market.

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The Impact of Gamification on Word-of-Mouth Effectiveness: Evidence from Foursquare

Proceedings of the 50th Hawaii International Conference on System Sciences

2017

Companies are encouraging and incentivizing contributors of online word-of-mouth (WOM) through gamification elements such as badges, mayorships, points, and such. We study how gamification elements, which capture and signal contributors’ accumulated expertise, affect consumers’ perception of contributors’ knowledge, and therefore the perceived effectiveness of their contributed WOM. We focus on two specific gamification elements on Foursquare: badges, which signal breadth of knowledge, and mayorships, which signal depth of knowledge. Using experiments conducted on Amazon Mechanical Turk, we find: (1) badges and mayorships that appear alongside contributors’ online WOM, provide a unique way to signal WOM contributors’ knowledge and therefore have an impact on the perceived effectiveness of such WOM; (2) the impact of badges on perceived WOM effectiveness is higher than that of mayorships. Our findings have important implications for the ongoing research on the impact of gamification and also suggest ways for firms to benefit from gamification.

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