Economics Insights @ CBS

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers, whereas sponsored search advertising on a search engine can target consumers closer to making a purchase because they reveal their interest by searching for a relevant keyword.

This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.

An interview with Gilles Fontaine, deputy chief executive officer (CEO) of IDATE, and economics professor Eli Noam of Columbia Business School is presented. When asked to define cord-cutting from a U.S. or European perspective, Noam says it refers to the dropping by consumers of expensive cable television (TV) subscriptions in exchange for online TV access. Fontaine explains why cord-cutting is not happening in Europe. Noam discusses his outlook for the triple-play model of cable firms.

Using data from a major mortgage bank, we examine the predictive power of mortgage delinquency models as an aggregate measure of the quality of information recorded at loan origination. We measure model predictive power using an out-of-sample prediction criterion and compare predictive power of delinquency models over time and across loans of different documentation levels and origination channels.