PhD in Industrial Administration (Marketing) from the Tepper School of Business, Carnegie Mellon University (2011), Master in Operations Management (2002) and Industrial Engineer (2002), University of Chile.

My research concentrates on developing applied statistical models to describe customer behavior and support decision making. Although I have broad research interests, the focal areas of application of my work are retailing, database marketing, mobile and online marketing. I currently work as an Associate Professor of Marketing at the University of Chile, where I teach undergraduate and MBA classes in marketing models, retailing and channels. I am associated researched at the Institute of Complex Engineering Systems (ISCI) and participate as an Invited Researcher at the Millenium Institute of Market Imperfections and Public Policy (MIPP). I also lead the Center of Retail Studies (CERET)

Research

Published and Accepted Papers

  1. M. Thomas, M. Goic and K. Kalyanam (2024). Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses, Management Science. Forthcoming.
  2. M. Goic, R. Montoya and I. Troncoso (2024). Breakage Analysis for Profitability Management in High-Value, Low-Frequency Loyalty Programs, International Journal of Research in Marketing. Forthcoming.
  3. M. Bozanic-Leal, M. Goic, C. Thraves (2024). Affinities and Complementarities of Methods and Information Sets in the Estimation of Prices in Real Estate Markets, Journal of Forecasting. Forthcoming.
  4. N. Aramayo, M. Schiappacasse and M. Goic (2023). A Multi-Armed Bandit Approach for House Ads Recommendations, Marketing ScienceVol 42, No 2, pp 271-292.
  5. D.Sauré, I. Neira, M. Goic, M. O’Ryan, JP. Torres, A. Bruhn, M. Ferres, J. Angulo, M. Vera, LJ. Basso (2023). Infection with SARS-CoV-2 variant Gamma (P.1) in Chile increased ICU admission risk three to five-fold. PLOS One, Vol 18, No 3, e0283085.
  6. L. Basso, M. Goic, M. Olivares, D. Sauré, C. Thraves, A. Carranza, G. Weintraub, J. Covarrubias, C. Escobedo, N. Jara, A. Moreno, D. Arancibia, M. Fuenzalida, J. Uribe, F. Zuniga, M. Zuniga, M. O'Ryan, E. Santelices, J. Torres, M. Badal, M. Bozanic, S. Cancino, E. Lara, I. Neira (2023). Analytics Saves Lives During the Covid Crisis in Chile, INFORMS Journal of Applied Analytics, Vol. 53, No. 1.
  7. M. Goic, K. Jerath and K. Kalyanam (2022) The roles of multiple channels in predicting website visits and purchases: Engagers versus closers, International Journal of Research in Marketing, Vol 39, No 3.
  8. A. Carranza, M. Goic, E. Lara, M. Olivares, G. Weintraub, J. Covarrubia, C. Escobedo, N. Jara, L Basso (2022) The Social Divide of Social Distancing: Shelter-in-Place Behavior in Santiago during the COVID-19, Management Science, Vol 68, No 3.
  9. R. Muñoz-Cancino, S. Ríos, M. Goic, M. Graña (2021). Non-intrusive assessment of COVID-19 lockdown follow-up and impact using credit card information: case study in Chile, International Journal of Environmental Research and Public Health, 18 (11), 5507.
  10. M. Goic, A. Rojas and I. Saavedra (2021). Investigating the Effectiveness of Triggered Email Marketing. Journal of Interactive Marketing, Vol 55, pp 118-145.
  11. M. Goic, C Levenier. R. Montoya (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services. Vol 60, e102505.
  12. M. Goic, MS Bozanic-Leal, M Badal, LJ Basso (2021). COVID-19: Short-term forecast of ICU beds in times of crisis. PLOS One, Vol 16, No 1, e0245272.
  13. JP Cavada, C. Cortes, M. Goic, A. Weintraub, JI Zambrano (2020). Accounting for cost heterogeneity on the demand in the context of a technician dispatching problem, European Journal of Operational Research, Vol 287, No 3, pp 820-831.
  14. M. Goic, R. Alvarez. R. Montoya (2018). The Effect of House Ads on Multichannel Sales. Journal Interactive Marketing, Vol 42, pp 32-45.
  15. M. Goic, M. Bosch and J.P Castro (2015). Detecting Inefficiently Managed Categories in a Retail Store. Journal of Operational Research Society, Vol 66, No 1, pp 160-17
  16. R. Epstein, M. Goic, A. Weintraub, J. Catalan, P. Santibañez, R. Urrutia, R. Cancino, S. Gaete, A. Aguayo, F.Caro (2012). Long Term Production Chain Optimization in Open Pit and Underground Copper Mines. Operation Research, Vol 60, No 1 pp 4-17.
  17. M. Goic, K. Jerath and K. Srinivasan (2011). Cross Markets Discounts. Marketing Science, Vol 30, No 1, pp 134-148.

Book Chapters:

  1. L. Gutierrez and M. Goic (2023) Using Meta-Learning in Automatic Demand Forecast with a Large Number of Products in Supply Chain Management Strategies and Methodologies: Experiences from Latin America (Springer Lecture Notes in Logistics).
  2. M. Goic and M. Olivares (2019) Omnichannel Analytics in Operations in an Omnichannel World (Springer Series in Supply Chain Management).

Working Papers:

  • M. Goic, L. Aburto (2021) Category Pricing Optimization using Data Driven Constraints
  • M. Goic and C. Saez (2021) How does the growth of online channels affect offline sales for different products and customers?
  • M. Goic, J. Guajardo and L. Ma (2019). Firm vs Friends: The Effect of Recommendations in Reaching and Converting Mobile Customers.
  • M. Goic, R. Fuenzalida (2019) Enhancing Offline Store Operations with Online Browsing Data.
  • M. Goic and J. Guajardo and L. Ma (2019) How Does the Value of Geolocation Information Vary Across the Purchase Funnel?
  • N. Aramayo, M. Goic, J. Ni (2019) Heterogeneous Preferences in School Choices: Evidence from Chilean Admission Data with Price Information.
  • M. Goic and A. Montgomery (2016) Inferring Competitor Pricing with Incomplete Information.
  • A. Montgomery and M. Goic, Making Better Pricing Decisions with Implied Priors (2015).

Other Publications (In Spanish):

Marcel Goic

Department of Industrial Engineering
University of Chile
Beauchef 851, Santiago, Chile

  • Phone: +562-978-4046
  • Email: mgoic@dii.uchile.cl