Bernd Skiera

Bernd Skiera
Goethe-Universität Frankfurt am Main · Department of Marketing

Prof. Dr.

About

240
Publications
216,926
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
7,705
Citations
Introduction
I am working on a variety of topics related to online marketing, pricing and customer value management. I also research on using customer lifetime values to determine the value of companies.
Additional affiliations
March 1999 - December 2015
Goethe-Universität Frankfurt am Main
Education
November 1991 - July 1995

Publications

Publications (240)
Article
If service providers can identify reasons users are in favor of or against a service, they have insightful information that can help them understand user behavior and what they need to do to change such behavior. This article argues that the novel text-mining technique referred to as information-seeking argument mining (IS-AM) can identify these re...
Article
Full-text available
Ad blockers allow users to browse websites without viewing ads. Online news publishers that rely on advertising income tend to perceive users’ adoption of ad blockers purely as a threat to revenue. Yet, this perception ignores the possibility that avoiding ads—which users presumably dislike—may affect users’ online news consumption behavior in posi...
Book
What will you learn from this book? Why and how the European General Data Protection Regulation (GDPR) impacts the online advertising market, particularly advertisers, publishers and users. How advertisers and publishers leverage users’ personal data to pursue their goals. Which aspects of the GDPR are most relevant for advertisers, publishers an...
Preprint
Full-text available
Policymakers worldwide draft privacy laws that require trading-off between safeguarding consumer privacy and preventing economic loss to companies that use consumer data. However, little empirical knowledge exists as to how privacy laws affect companies’ performance. Accordingly, this paper empirically quantifies the effects of the enforcement of t...
Article
Full-text available
Digitale Dienste ermöglichen eine flexible Gestaltung von Tarifen. Längst geht es dabei nicht mehr nur um die Festlegung der Preise, sondern wie die Leistungserbringung überhaupt ge-messen und abgerechnet wird. Die Preismetrik ist die Einheit, die Dienste-Anbieter zur Mes-sung der Nutzung einsetzen (z.B. bei Daten: pro Zeiteinheit für die Übertragu...
Article
This article introduces three exemplary articles that speak to novel, current, and important issues in marketing and investor behavior. One proposes a novel measure of quality using warranties, another examines the context of common ownership, and another provides a sweeping review of the marketing-finance interface. In addition to introducing thes...
Article
The product return rate (RR) is an important metric for retailers; even small RR changes can significantly impact retailers’ profit. Companies and researchers typically favor and employ one of three methods to calculate the RR: based on the number of returned items, these items’ revenue, or their profit contribution. Interviews with 24 managers and...
Article
Full-text available
This article uses information from two data sources, Compustat and Nexis Uni, and textual analysis to measure and validate the brand focus and customer focus of 109 U.S. listed retailers. The results from an analysis of their 853 earnings calls in 2010 and 2018 outline that on average, both foci increased over time. Although both foci vary substant...
Article
Full-text available
Prior studies indicate the protective role of Ultraviolet-B (UVB) radiation in human health, mediated by vitamin D synthesis. In this observational study, we empirically outline a negative association of UVB radiation as measured by ultraviolet index (UVI) with the number of COVID-19 deaths. We apply a fixed-effect log-linear regression model to a...
Article
Full-text available
Service providers often use minimum increments and billing increments to charge for higher usage than customers' true usage. Despite their popularity in business practice, research has largely ignored these increments and assumed that charged usage always equals true usage. We develop an overcharging index that represents the extent to which a cust...
Article
Full-text available
Zusammenfassung Digitale Technologien begünstigen den Einsatz einer dynamischen Preisgestaltung, also von Preisen, die für ein prinzipiell gleiches Produkt unangekündigt variieren. Dabei werden in der öffentlichen Diskussion unterschiedliche Ausgestaltungsformen dynamischer Preise oftmals vermischt, was eine sinnvolle Analyse der Vor- und Nachteile...
Preprint
Full-text available
Background. Prior studies indicate the protective role of Ultraviolet-B (UVB) radiation in human health, mediated by vitamin D synthesis. In this observational study, we empirically outline a negative association of UVB radiation as measured by ultraviolet index (UVI) with the number of COVID-19 deaths. Methods. We apply a fixed-effect log-linear r...
Preprint
Background: Research is ongoing to identify an effective way to prevent or treat COVID-19, but thus far these efforts have not yet identified a possible solution. Prior studies indicate the protective role of Ultraviolet-B (UVB) radiation in human health, mediated by vitamin D synthesis. In this study, we empirically outline a negative association...
Preprint
Full-text available
Many online news publishers finance their websites by displaying ads alongside content. Yet, remarkably little is known about how exposure to such ads impacts users' news consumption. We examine this question using 3.1 million anonymized browsing sessions from 79,856 users on a news website and the quasi-random variation created by ad blocker adopt...
Preprint
Knowledge about the daily number of new infections of Covid-19 is important because it is the basis for political decisions resulting in lockdowns and urgent health care measures. We use Germany as an example to illustrate shortcomings of official numbers, which are, at least in Germany, disclosed only with several days of delay and severely underr...
Article
Full-text available
This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effe...
Article
Full-text available
This article investigates consumer protection on Kickstarter—a popular and sizeable, yet largely unregulated reward-based crowdfunding platform. Specifically, the article focuses on Kickstarter campaigns’ use of price advertising claims (PACs) and their failure to honor the promised discounts. Analyses show that between 2009 and 2016, more than 500...
Article
The proliferation of the Internet has enabled platform intermediaries to create two-sided markets in many industries. Time-series data on the number of customers on both sides of the markets allow platform intermediaries for estimating the direction and magnitude of network effects, which can then support growth predictions and subsequent informati...
Article
Full-text available
Abundant evidence exists that expected utility theory does not adequately describe decision making under risk. Although prospect theory is a popular alternative, it is rarely applied in strategic situations in which risk arises through individual interactions. This study fills this research gap by incorporating prospect theory preferences into a dy...
Article
Full-text available
Data is considered the new oil of the economy, but privacy concerns limit their use, leading to a widespread sense that data analytics and privacy are contradictory. Yet such a view is too narrow, because firms can implement a wide range of methods that satisfy different degrees of privacy and still enable them to leverage varied data analytics met...
Article
Full-text available
Marketing investments represent an important component of corporate expenditures and off balance sheet, intangible market-based assets comprise an increasing share of a company’s market value. In recent years, there has been a renewed emphasis in demonstrating that marketing investments can translate into profitable growth. The challenges in market...
Method
Full-text available
Skiera, Bernd / Reiner, Jochen/ Albers, Sönke (2018), "Regression Analysis", in: Homburg, Christian / Klarmann, Martin / Vomberg, Andreas (Editors): " Handbook of Market Research“
Presentation
Full-text available
Hinz, Oliver / Skiera, Bernd / Barrot, Christian / Becker, Jan (2011), "An Empirical Comparison of Seeding Strategies for Viral Marketing", Journal of Marketing, 75 (November), 55-71
Article
Full-text available
The ability to calculate and understand the profitability of deal-of-the-day promotions (DoDs) is of vital importance for merchants. It is also challenging because it requires these merchants to consider long-term, cross-selling, and cannibalization effects and select an appropriate discount for the promotion. The authors develop and implement a mo...
Chapter
Full-text available
In diesem Beitrag stellen wir das MAROPO-Konzept vor, das wir gemeinsam auf Basis unserer unternehmerischen und wissenschaftlichen Erfahrungen für die Kunden unserer Firma, Marini Media GmbH (www.marini-media.de), entwickelt haben und das unseren Kunden hilft, die Herausforderungen im digitalen Vertrieb besser zu verstehen und somit Projekte und Im...
Article
Full-text available
Driven by the low transaction costs and interactive nature of the internet, customer participation in the price-setting process has increased. Today, platforms such as eBay have popularized online auctions on a global scale, Priceline has made headlines with its name-your-own-price (NYOP) business model, and Humble Bundle has enabled independent mu...
Article
Full-text available
Time-variant pricing plans in electricity markets aim to mitigate mismatches between demand and supply by incentivizing consumers to shift their demand from costly peak to cheaper off-peak times. Their implementation can be manifold; they could depend statically on the time of the day (i.e., time-of-use pricing) or adjust prices dynamically in near...
Article
Full-text available
Driven by the low transaction costs and interactive nature of the internet, customer participation in the price-setting process has increased. These changes were first brought about by the rise of online auctions in the early 2000s, followed by the emergence of newer participative mechanisms. Today, platforms such as eBay have popularized online au...
Article
Customers acquired through a referral program have been observed to exhibit higher margins and lower churn than customers acquired through other means. Theory suggests two likely mechanisms for this phenomenon: (1) better matching between referred customers and the firm and (2) social enrichment by the referrer. The present study is the first to pr...
Article
Full-text available
There is strong empirical evidence that consumers discount at significantly higher rates than firms. Yet, most research abstracts from the effect of discount rates on marketing decisions such as pricing. We study the effects of a consumers' discount rate that is higher than a firm's discount rate on prices, profits and consumer surplus of complemen...
Article
Full-text available
Investors, analysts, and regulators frequently advocate greater disclosure of nonfinancial information, such as customer metrics. Managers, however, argue that such metrics are costly to report, reveal sensitive information to competitors, and therefore will lower future cash flows. To examine these counterarguments, this study presents the first e...
Article
Full-text available
Discrete choice experiments such as choice-based conjoint and dual response are popular preference elicitation methods, yet, they can suffer from context effects, extreme response behavior, and problems with estimating consumers’ willingness to pay accurately when the purchase probability is high. This study proposes two new features to avoid these...
Article
Full-text available
Most event studies rely on cumulative abnormal returns, measured as percentage changes in stock prices, as their dependent variable. Stock price reflects the value of the operating business plus non-operating assets minus debt. Yet, many events, in particular in marketing, only influence the value of the operating business, but not non-operating as...
Article
Full-text available
There is strong empirical evidence that consumers discount at significantly higher rates than firms. Yet, most research abstracts from the effect of discount rates on marketing decision variables such as pricing. We study analytically the effect of high consumer discount rates on prices, profits and consumer surplus of complementary products in fou...
Article
Full-text available
Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into real insights will be a critical success factor in the future. The biggest challenge for data science applications in marketing is that many marketing people studied marketing because they no longer wanted to do ma...
Article
Full-text available
Low interest rates and sluggish economic growth are not exactly ideal conditions for the financial services industry. Almost daily we are confronted with reports of inadequate capital bases, declining earnings, and layoffs at banks. But while many traditional retail banks are struggling with a business downturn, the direct bank market is enjoying s...
Article
Full-text available
In large markets comprising hundreds of products, comprehensive visualization of competitive market structures can be cumbersome and complex. Yet, as we show empirically, reduction of the analysis to smaller representative product sets can obscure important information. Herein we use big search data from a productand price-comparison site to derive...
Article
Full-text available
Deal-of-the-day (DoD) promotions are nowadays very popular. As a special form of a price promotion, they allow firms to offer products at substantial price discounts, usually at or above 50%, for a very limited period of time, usually between one and seven days. Conventional wisdom suggests that both characteristics, high discount levels and tight...
Article
Full-text available
Advance payment systems represent a pricing innovation, in which companies predict customers’ future consumption for the following year and then bill a series of monthly, uniform advance payments. Any difference between predicted and actual consumption gets settled at the end of the year with a refund or extra payment. Companies thus gain earlier a...
Conference Paper
Full-text available
Real-time bidding enables advertisers to buy impressions (displays of an ad) in fully-automated real-time auctions performed on ad exchanges. Given that thousands of impressions are auctioned per second, advertisers use bidding algorithms that enable them to avoid exhausting their advertising budgets prematurely and to maintain continuous advertisi...
Article
Full-text available
Advance payment systems represent a pricing innovation, in which companies predict customers’ future consumption for the following year and then bill a series of monthly, uniform advance payments. Any difference between predicted and actual consumption gets settled at the end of the year with a refund or extra payment. Companies thus gain earlier a...
Article
Full-text available
We analyze how Facebook use and students’ social network positions within it relate to their academic performance. We use a unique data set obtained from a survey of students’ perceptions, actual Facebook connections to measure social network positions, and objective grades provided by the university registrar to measure academic performance. We fi...
Article
Full-text available
Self-explicated approaches are popular preference measurement approaches for products with many attributes. This article classifies previous self-explicated approaches according to their evaluation types, i.e. trade-off- versus non-trade-off-based, and outlines their advantages and disadvantages. In addition, it proposes a new method, the presorted...
Article
Targeting the "right" consumers is a core part of marketing. Whereas existing techniques to identify these consumers use demographic or psychographic variables or behaviors such as response probabilities, a proposed new targeting approach builds on consumers' incremental responses to identify them by their willingness-to-pay (WTP) ranges. These WTP...
Article
Full-text available
This article compares prices per click and search engine advertising (SEA) effectiveness across six countries and 15 industries over four years. We find that prices per click are highest in the United States and United Kingdom, as well as in the financial and Internet services industries, but are lower in retail than in services industries. In high...
Article
Full-text available
In advance selling, firms announce that they will charge different prices for those who buy early vs. those who buy late. Previous literature showed that advance selling allows for increased profits in a rather wide range of settings, which typically hold in many service industries. Despite ample evidence that consumers exhibit higher discount rate...
Article
Pay-per-bid auctions are a popular new type of Internet auction that is unique because a fee is charged for each bid that is placed. This paper uses a theoretical model and three large empirical data sets with 44,614 ascending and 1,460 descending pay-per-bid auctions to compare the economic effects of different pay-per-bid auction formats, such as...
Article
Full-text available
Pay-per-bid auctions require all bidders to pay for every bid. However, paying bidding fees without receiving the auction item in return often causes high dissatisfaction among losers, resulting in heated discussions and high churn rates. To reduce these negative reactions, pay-per-bid auctioneers created the Buy-Now feature, which allows losers to...
Article
Full-text available
The success of products such as FarmVille has prompted many firms to engage in viral marketing on Facebook and other social media websites. Yet is the viral marketing approach adopted for games suitable for other, more utilitarian products? This study aims to answer questions that link product characteristics and contexts to viral marketing success...
Article
Pay what you want (PWYW) is a new participative pricing mechanism in which consumers have maximum control over the price they pay. Previous research has suggested that participative pricing increases consumers' intent to purchase. However, sellers using PWYW face the risk that consumers will exploit their control and pay nothing at all or a price b...
Article
The article presents that financial innovation have played a vital role in some bank failures; as the markets undergone significant changes over recent decades, this in consequence has brought some new instruments and techniques into practice in both national and international financial markets. This has resulted in international banks operating in...
Article
Full-text available
CRM has traditionally referred to a company managing relationships with customers. The rise of social media, which has connected and empowered customers, challenges this fundamental raison d'etre. This paper examines how CRM needs to adapt to the rise of social media. The convergence of social media and CRM creates pitfalls and opportunities, which...
Article
Full-text available
Using an agent-based model to study the success of product sampling campaigns that rely on information about social networks, this article investigates the essential decisions of whom and how many consumers to target with free product samples. With an unweighted and a weighted real-world personal communication network, we show that the decision of...
Article
The literature discusses several methods to control for self-selection effects but provides little guidance on which method to use in a setting with a limited number of variables. The authors theoretically compare and empirically assess the performance of different matching methods and instrumental variable and control function methods in this type...
Article
Purpose ‐ The purpose of this paper is to provide insights into the benefits of data-driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward-loo...
Article
Full-text available
Marketers increasingly use word of mouth to promote products or acquire new customers. But is such companystimulated WOM effective? Are customers who are referred by other customers really worth the effort? A recent study clearly says “yes”. In a study of almost 10,000 accounts at a German bank, the referred customers turned out to be 25 % more pro...