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Practice Prize Report: The 2024 Gary Lilien ISMS Practice Prize Competition

Author

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  • Lan Luo

    (Marketing, University of Southern California, Los Angeles, California 90089)

Abstract

This report summarizes the finalists of the 2024 Gary Lilien INFORMS Society for 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 2024 winner team developed a deep-learning-based recommender system that helps new salespeople to identify customers with high conversion potential at a major insurance company. The three other finalists include studies of utilizing artificial intelligence and behavior insights to motivate organizations’ sustainable energy consumption, modeling customer lifetime value in the retail banking industry, and designing business policy experiments using fractional factorial designs. This report concludes with reflections of trends and recent developments upon impactful and rigorous marketing science applications above and beyond the typical academic settings.

Suggested Citation

  • Lan Luo, 2025. "Practice Prize Report: The 2024 Gary Lilien ISMS Practice Prize Competition," Marketing Science, INFORMS, vol. 44(2), pages 478-481, March.
    • Handle: RePEc:inm:ormksc:v:44:y:2025:i:2:p:478-481
    DOI: 10.1287/mksc.2024.1172
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