This report summarizes the entrants in the 2018 ISMS Gary Lilien Marketing Science Practice Prize Competition, designed to identify, encourage, recognize, and reward the application of impactful marketing science to industry and noncommercial settings. These applications aim to showcase innovative and impactful examples of applications demonstrating the best of rigor and relevance that our profession produces. The winner described an application of econometric and experimental techniques at the French-based retailer of body, face, fragrances, and home products, L’Occitane, aimed to optimize budget allocation between online and off-line marketing expenditure across six countries. The other three finalists include a decision support aid to assist members of the United Services Automobile Association (a not-for-profit organization to assist military service personnel select and finance their automobile purchases) choose vehicles that balance their individual tastes and preferences with their financial circumstances, a business-to-business pricing decision support aid for use by the sales force of Hadco Metal Trading to avoid loss of margin by undercharging and loss of business by overcharging, and a methodology to test online advertisements cost-effectively by generating “ghost ads” as a way of minimizing control group costs in a reliable and valid way.

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实践奖报告：2018年ISMS加里·利里恩实践奖比赛

本报告总结了2018年ISMS Gary Lilien营销科学实践奖竞赛的参赛者，该竞赛旨在识别，鼓励，认可和奖励有影响力的营销科学在工业和非商业环境中的应用。这些应用程序旨在展示创新且富有影响力的应用程序示例，这些应用程序展示了我们专业所产生的最佳严格性和相关性。获奖者描述了计量经济学和实验技术在法国身体，面部，香水和家庭用品零售商欧舒丹（L'Occitane）零售商中的应用，目的是优化六个国家在线和离线营销支出之间的预算分配。