• Concepts and Insights
• 23 min
  1. What will consumers pay more for? Luxury markets and premium pricing

  • Dr. Ian Yeoman
• 61 min
  2. How do consumers perceive value and price: understanding value-based pricing

  • Prof. Irene Ng
• 42 min
  3. Does the consumer trust you?

  • Ms. Una McMahon-Beattie
• 29 min
  4. Search-based advertising and revenue management

  • Dr. Özgür Özlük
• 24 min
  5. Low cost worlds and the airline industry

  • Dr. Laurie Garrow
  • Ms. Stacey Mumbower
• 51 min
  6. Pricing and revenue optimization: maximizing staff effectiveness

  • Dr. Warren Lieberman
• 28 min
  7. Fencing in the practice of revenue management

  • Dr. Michael Zhang
• 42 min
  8. Revenue management and air cargo

  • Ms. Gina Morello
• 28 min
  9. Era of convergence in revenue management

  • Mr. Ramesh Venkat
• 18 min
  10. Online travel data: A goldmine of new opportunities

  • Dr. Laurie Garrow
  • Ms. Brittany Luken
• 52 min
  11. Global distribution capabilities, origin destination control and dynamic pricing

  • Dr. Karl Isler
• How Pricing and Revenue Management Works
• 40 min
  12. Practical pricing for the hotel industry

  • Dr. Warren Lieberman
• 48 min
  13. Practical pricing and the airline industry

  • Dr. Stefan Poelt
• 59 min
  14. Setting optimal rents for apartment firms

  • Dr. Jian Wang
• 25 min
  15. Practical pricing and the restaurant industry

  • Prof. Sunmee Choi
• 57 min
  16. Forecasting and control

  • Prof. Robert Raeside
• 27 min
  17. B2B price optimization analytics

  • Dr. Jon Higbie
• 45 min
  18. Practical pricing and the car park

  • Dr. José Guadix

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Speaker's bio
3. Outline
4. Worldwide internet users - 1994 to present
5. First online banner ad
6. Online advertising revenues - 1996 to present
7. Online advertising revenues by format
8. Banner advertising
9. Search based advertising - sponsored results
10. Search based advertising - history
11. Search based advertising - market
12. Google's advertising inventory
13. Search based advertising - RM questions
14. How to charge for use of inventory?
15. Cost per impression (CPM)
16. Cost per action (CPA)
17. Cost per click (CPC)
18. Sponsored links - bidding scheme
19. Vickrey-Clarke-Groves (VCG) auction
20. Google's quality score
21. How to correctly rank the bids?
22. Search based advertising - advertiser perspective
23. How to choose KWs to use?
24. How to allocate budget between KWs?
25. How to allocate budget - mathematical model
26. How to allocate budget - results
27. How to allocate budget - an example (1)
28. How to allocate budget - an example (2)
29. Other models for the advertiser's problem
30. Brooks' research findings (2004)
31. Number of bids vs. top price
32. Bid position and mean price
33. Ghose and Yang's findings
34. Conclusions
35. Thank you
36. Appendix

Topics Covered

• What is online advertising?
• Revenue management questions in online advertising
• Online advertising from publisher's perspective
• Online advertising from advertiser's perspective
• Basic analytical models
• Research findings of practical interest

Links

Series:

• Practical Pricing and Revenue Management

Categories:

• Finance, Accounting & Economics
• Marketing & Sales

Talk Citation

Publication History

• Published on October 28, 2009