Bauer Ph.D. Studies B2B Digital Marketing

By Julie Bonnin

Published on March 2, 2018

As e-commerce explodes, opportunities worth millions of dollars still wait to be capitalized on. According to research, less than one-tenth of business-to-business sellers have matured as digital marketers. Such revenue is expected to grow to $2.4 trillion in 2018, a 91 percent increase since 2013.

A dissertation proposal from Shashank (Sash) Vaid, a doctoral student in Bauer’s marketing department, addresses how to maximize B2B programmatic sales. His work was awarded the 2018 Dissertation Proposal Award at the American Marketing Association Conference recently.

“Literature has largely studied the role of sales force automation integrated as part of other organizational operations,” Vaid said. “Using a Bayesian analysis, I put the spotlight on the strategic value of programmatic selling in a digital e-commerce marketplace and introduced a new construct to marketing literature — lead programmatic sales force (LPSF) — that drives real-time feedback related to customers’ digital footprint using inside sales and information technology in a competitive scenario.”