الگوبرداری شده برای بیت: مدل های تصمیم گیری برای دیجیتال، اقتصاد شبکه ای

Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] sketch a future for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed, (b) who uses marketing models, and (c) what types of models are developed. To be successful, marketing modelers must adapt by gaining a better understanding of the role of marketing modeling in the new environment and by learning how to use emerging information technologies (IT) for developing, deploying, and validating marketing models.

Leeflang and Wittink (2000) provide a useful historical perspective on the field of marketing decision models and offer their vision of developments to come. We expand on their discussion of how the Internet and, more specifically, the World Wide Web (WWW), will influence the development, deployment, and use of marketing decision models. The Internet is bringing about major changes in how businesses are conceived and managed, ushering in the era of e-business. Our goal here is to articulate how model deployment and use are changing because of the Internet: How will the Internet change the environment for marketing modeling? And, what should marketing modelers do to better adapt to this environment? We first describe three important ways the Internet influences marketing modeling: (1) It de-couples model, data, and the user interface, unlike traditional models that integrate these components. (2) It expands the reach of marketing models to a much broader, more heterogeneous group of users. (3) It vastly increases the opportunities for gathering and using data, information, and insights to support decision-making. We then sketch the new challenges facing model developers working in the Internet environment, and the new kinds of thinking they must embrace to encourage wider and more effective use of their models.