光華講壇——社會(huì)名流與企業(yè)家論壇第6604期
主題：The Value of External Data Capabilities in the Search Market: Evidence from a Field Experiment （搜索市場(chǎng)中外部數(shù)據(jù)能力的價(jià)值：來(lái)自實(shí)地實(shí)驗(yàn)的證據(jù)）
主講人：美國(guó)圣母大學(xué)門(mén)多薩商學(xué)院市場(chǎng)營(yíng)銷(xiāo)系 陳一行助理教授
主持人：工商管理學(xué)院 譚慧敏教授
時(shí)間：7月5日 10:00-11:30
舉辦地點(diǎn)：誠(chéng)正樓430
主辦單位：工商管理學(xué)院 科研處
主講人簡(jiǎn)介：
陳一行，博士，美國(guó)圣母大學(xué)門(mén)多薩商學(xué)院 (Mendoza College of Business, University of Notre Dame) 市場(chǎng)營(yíng)銷(xiāo)系助理教授。于2020年獲德州農(nóng)工大學(xué)梅斯商學(xué)院工商管理（市場(chǎng)營(yíng)銷(xiāo)方向）博士學(xué)位。主要研究領(lǐng)域包括：營(yíng)銷(xiāo)的社會(huì)效應(yīng)（醫(yī)療、教育、能源、算法偏見(jiàn)）和平臺(tái)企業(yè)的數(shù)字營(yíng)銷(xiāo)戰(zhàn)略。他的學(xué)術(shù)成果在多本國(guó)際頂級(jí)營(yíng)銷(xiāo)學(xué)和醫(yī)學(xué)期刊發(fā)表，如：Journal of Marketing, Journal of Marketing Research, Clinical Gastroenterology and Hepatology。他屢獲殊榮，先后獲得Poets & Quants全球40位40歲以下的最佳商學(xué)院教授、首屆金融時(shí)報(bào)全球社會(huì)影響力學(xué)術(shù)研究獎(jiǎng)、美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)社會(huì)責(zé)任杰出研究獎(jiǎng)、美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)John A. Howard年度最佳博士論文獎(jiǎng)、美國(guó)新墨西哥大學(xué)杰出青年校友、德州農(nóng)工大學(xué)杰出博士論文獎(jiǎng)、門(mén)多薩商學(xué)院社會(huì)貢獻(xiàn)研究獎(jiǎng)、門(mén)多薩商學(xué)院Prochaska家族杰出教學(xué)獎(jiǎng)、梅斯商學(xué)院院長(zhǎng)杰出教學(xué)獎(jiǎng)。他的學(xué)術(shù)論文還曾四度入圍國(guó)際頂級(jí)期刊年度最佳論文獎(jiǎng)，包括2022年美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)社會(huì)責(zé)任研究獎(jiǎng)、2021年美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)Journal of Marketing Research Paul E. Green最佳論文獎(jiǎng)以及2018和2020年美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)Journal of Marketing MSI/H. Paul Root最佳論文獎(jiǎng)。陳一行博士擔(dān)任市場(chǎng)營(yíng)銷(xiāo)領(lǐng)域的國(guó)際頂級(jí)期刊Journal of Marketing 和Journal of Marketing Research的編委。
內(nèi)容簡(jiǎn)介:
Firms increasingly leverage external entities' data capabilities to unlock improvements in their offerings, but measuring the value of such capabilities is challenging. Collaborating with the search team at a technology company, we analyze a field experiment where we manipulated access to an external, leading search engine's autocomplete API. We measure the causal impact of the removal of access to such an API on the clickthrough rate (CTR) on the focal company's search suggestions and CTR on results on the Search Engine Results Page. We find that, on average, compared to the baseline with access to the external API, API removal leads to a 4.6% decrease in the CTR on search suggestions. Further, exploiting the experimental variation, we use an instrumental-variables approach to establish that a 10% increase in CTR on search suggestions leads to a 1.85% increase in CTR on the top-slot search results. These estimates suggest the revenue potential of utilizing external data capabilities for nascent search products. Finally, the negative effect of API removal on search suggestions becomes less negative over time with the effect magnitude in the longer term being half what we would have obtained with a short-term experiment. We provide suggestive mechanism evidence of the longer-term effect: the focal company's reliance on the leading search engine's data capability limits the improvement of its own autocomplete predictions based on the accumulation of internal data. Apart from its managerial implications, this research sheds light on policies such as the Digital Markets Act that proposes data sharing by large digital platforms.
企業(yè)越來(lái)越多地利用外部實(shí)體的數(shù)據(jù)功能來(lái)改進(jìn)其產(chǎn)品，但衡量此類(lèi)功能的價(jià)值卻具有挑戰(zhàn)性。通過(guò)一項(xiàng)現(xiàn)場(chǎng)實(shí)驗(yàn)，我們操縱了對(duì)外部領(lǐng)先搜索引擎自動(dòng)完成 API 的訪(fǎng)問(wèn)，衡量了刪除此類(lèi)API 訪(fǎng)問(wèn)權(quán)限對(duì)焦點(diǎn)公司搜索建議的點(diǎn)擊率 (CTR) 和搜索引擎結(jié)果頁(yè)面上的結(jié)果點(diǎn)擊率的因果影響。研究發(fā)現(xiàn)，與訪(fǎng)問(wèn)外部 API 的情況相比，API 刪除會(huì)導(dǎo)致搜索建議的點(diǎn)擊率平均下降 4.6%。通過(guò)使用工具變量方法，還發(fā)現(xiàn)搜索建議的點(diǎn)擊率增加 10% 會(huì)導(dǎo)致頂級(jí)搜索結(jié)果的點(diǎn)擊率增加 1.85%。這表明利用外部數(shù)據(jù)功能為新興搜索產(chǎn)品帶來(lái)收入潛力。該項(xiàng)研究還對(duì)《數(shù)字市場(chǎng)法案》等提議大型數(shù)字平臺(tái)共享數(shù)據(jù)的政策提供一定啟示。
