Advancing the science of marketing

Greg Allenby ()
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Greg Allenby: Fisher College of Business, The Ohio State University

Marketing Letters, 2025, vol. 36, issue 2, No 3, 205-214

Abstract: Abstract This paper presents a comprehensive overview of the significant contributions of the 2024 AMA Converse Award recipient Dr. Greg M. Allenby, as presented at the Converse Symposium held at the Gies College of Business, University of Illinois, at Urbana-Champaign. Highlighting the dual emphasis on theory and practice, the paper underscores Dr. Allenby’s pivotal role in advancing Bayesian statistical methods within marketing, thereby shaping modern marketing research methodologies. His work encompasses a broad spectrum of research, including choice modeling, heterogeneous response analysis, decision theory, and the integration of text data into marketing models. The paper also reflects on Dr. Allenby’s academic journey, professional achievements, and his influential role in national marketing and statistical organizations. Additionally, the paper discusses the historical context and ongoing evolution of the Converse Award, emphasizing its importance in recognizing and fostering innovation and leadership in the field of marketing.

Keywords: Paul D. Converse Award; Gies College of Business; University of Illinois; American Marketing Association; Modern Bayesian methods; Science of marketing (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-024-09745-3

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