Laurette Dubé is a professor of marketing, James McGill Chair of Consumer and Lifestyle Psychology and Marketing, and Chair and Scientific Director at the Centre for the Convergence of Health and Economics at McGill University.Maxime C. Cohen is the Scale AI Chair Professor of Retail and Operations Management and Director of Research at McGill University.Nathan Yang is an assistant professor of marketing at the Cornell Dyson School of Applied Economics and Management at Cornell University.Bassem Monla is the Practice Leader for Data, Analytics, and AI at IBM/LGS Quebec and a professor of practice for AI and advanced analytics in the Desautels Faculty of Management at McGill University.

• Acknowledgments Preface Part 1.  From Behavioral Insights to Precision Consumer Research1 Evolving Traditional Journey Maps Kelly Peters2 Genetic Data for Precision Retail: Applications and ChallengesRemi Daviet and Gideon Nave3 Neuroscience Methods, Neuroforecasting, and Digital Media Impact Bruce Dore and Gina Kemp 4 Unlocking Unconscious Truths: Adapting Linguistics, Semiotics, and Evidence-Based Behavioral Modeling to Inform Corporate Strategy and BrandJoanna Castellano, Matthew E.C. Bourkas, and Chris McCarthy5 Rethinking Human Centric Design in the Age of AI and Humans as DataFelipe Almeida and Chloe BenaroyaPart 2.  Weaving Behavioral and Precision Consumer Research into Marketing and Retail Strategy6 Personalized Retailing: A State-of-Theory & State-of-Practice-ReviewMurali Mantrala and Arun Shastri7 How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 PandemicCaroline Roux, Christopher Cannon, and Kelly Goldsmith8 Interface Designs for Evolving Consumers and Retail ContextsKyle Murray and Tim Derksen9 Real Time AnalyticsPrasad Naik, Oliver Rubel, and Harpreet SinghPart 3. Data Analytics and Machine Learning for Retail Strategy Decision Making 10 The Promotion Planning Optimization Problem with Bounded Memory Demand ModelsTamar Cohen-Hillel and Georgia Perakis11 Retail Markdown Optimization under Demand Parameter UncertaintyAndrew Vakhutinsky12 Censored Demand Estimation of Choice Models for Omnichannel PricingPavithra Harsha and Shivaram Subramanian 13 Consumer Lifetime Value and Fund Transfer Pricing (FTP)Meisam Soltani-koopa, Hootan Kamran Habibkhani, Mikhail Nediak, Anton Ovchinnikov, Moiz Ali, and Henry MartinezPart 4. Retail Channels as Part of Business and Society Ecosystem in Moving toward Adaptive Behavior and Context14 Risk, Reward, and Uncertainty in Buyer-Seller Transaction: Combining the Seller’s View Posted Prices and AuctionsRadosveta Ivanova-Stenzel and Sabine Kröger15 Participative Pricing in B2B Markets John J. Han and Ernan Haruvy16 Retail Supply Chains: The Growing Importance of Technology and Supply Chain Standards for Enhancing Efficiency, Visibility, Transparency, and Trust at the Digital-Physical B2B System InterfaceJohn Keogh, Ricardo Filipe Ramos, Juan Marcelo Gómez, and Abderahman Rejeb17 New Models in Digital-Physical Retail Processes and Systems to Create and Capture Business and Stakeholder ValueCarl Boutet18 The "Giant Leap Methodology": How to Chart a Course to the Moon without Being Pulled Down by the Operational, Financial, and Reputational Risks of Rapid InnovationMelaina VinskiContributors

Laurette Dubé is a professor of marketing, James McGill Chair of Consumer and Lifestyle Psychology and Marketing, and Chair and Scientific Director at the Centre for the Convergence of Health and Economics at McGill University.Maxime C. Cohen is the Scale AI Chair Professor of Retail and Operations Management and Director of Research at McGill University.Nathan Yang is an assistant professor of marketing at the Cornell Dyson School of Applied Economics and Management at Cornell University.Bassem Monla is the Practice Leader for Data, Analytics, and AI at IBM/LGS Quebec and a professor of practice for AI and advanced analytics in the Desautels Faculty of Management at McGill University.

• Acknowledgments Preface Part 1.  From Behavioral Insights to Precision Consumer Research1 Evolving Traditional Journey Maps Kelly Peters2 Genetic Data for Precision Retail: Applications and ChallengesRemi Daviet and Gideon Nave3 Neuroscience Methods, Neuroforecasting, and Digital Media Impact Bruce Dore and Gina Kemp 4 Unlocking Unconscious Truths: Adapting Linguistics, Semiotics, and Evidence-Based Behavioral Modeling to Inform Corporate Strategy and BrandJoanna Castellano, Matthew E.C. Bourkas, and Chris McCarthy5 Rethinking Human Centric Design in the Age of AI and Humans as DataFelipe Almeida and Chloe BenaroyaPart 2.  Weaving Behavioral and Precision Consumer Research into Marketing and Retail Strategy6 Personalized Retailing: A State-of-Theory & State-of-Practice-ReviewMurali Mantrala and Arun Shastri7 How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 PandemicCaroline Roux, Christopher Cannon, and Kelly Goldsmith8 Interface Designs for Evolving Consumers and Retail ContextsKyle Murray and Tim Derksen9 Real Time AnalyticsPrasad Naik, Oliver Rubel, and Harpreet SinghPart 3. Data Analytics and Machine Learning for Retail Strategy Decision Making 10 The Promotion Planning Optimization Problem with Bounded Memory Demand ModelsTamar Cohen-Hillel and Georgia Perakis11 Retail Markdown Optimization under Demand Parameter UncertaintyAndrew Vakhutinsky12 Censored Demand Estimation of Choice Models for Omnichannel PricingPavithra Harsha and Shivaram Subramanian 13 Consumer Lifetime Value and Fund Transfer Pricing (FTP)Meisam Soltani-koopa, Hootan Kamran Habibkhani, Mikhail Nediak, Anton Ovchinnikov, Moiz Ali, and Henry MartinezPart 4. Retail Channels as Part of Business and Society Ecosystem in Moving toward Adaptive Behavior and Context14 Risk, Reward, and Uncertainty in Buyer-Seller Transaction: Combining the Seller’s View Posted Prices and AuctionsRadosveta Ivanova-Stenzel and Sabine Kröger15 Participative Pricing in B2B Markets John J. Han and Ernan Haruvy16 Retail Supply Chains: The Growing Importance of Technology and Supply Chain Standards for Enhancing Efficiency, Visibility, Transparency, and Trust at the Digital-Physical B2B System InterfaceJohn Keogh, Ricardo Filipe Ramos, Juan Marcelo Gómez, and Abderahman Rejeb17 New Models in Digital-Physical Retail Processes and Systems to Create and Capture Business and Stakeholder ValueCarl Boutet18 The "Giant Leap Methodology": How to Chart a Course to the Moon without Being Pulled Down by the Operational, Financial, and Reputational Risks of Rapid InnovationMelaina VinskiContributors

Laurette Dubé is a professor of marketing, James McGill Chair of Consumer and Lifestyle Psychology and Marketing, and Chair and Scientific Director at the Centre for the Convergence of Health and Economics at McGill University.Maxime C. Cohen is the Scale AI Chair Professor of Retail and Operations Management and Director of Research at McGill University.Nathan Yang is an assistant professor of marketing at the Cornell Dyson School of Applied Economics and Management at Cornell University.Bassem Monla is the Practice Leader for Data, Analytics, and AI at IBM/LGS Quebec and a professor of practice for AI and advanced analytics in the Desautels Faculty of Management at McGill University.

• Acknowledgments Preface Part 1.  From Behavioral Insights to Precision Consumer Research1 Evolving Traditional Journey Maps Kelly Peters2 Genetic Data for Precision Retail: Applications and ChallengesRemi Daviet and Gideon Nave3 Neuroscience Methods, Neuroforecasting, and Digital Media Impact Bruce Dore and Gina Kemp 4 Unlocking Unconscious Truths: Adapting Linguistics, Semiotics, and Evidence-Based Behavioral Modeling to Inform Corporate Strategy and BrandJoanna Castellano, Matthew E.C. Bourkas, and Chris McCarthy5 Rethinking Human Centric Design in the Age of AI and Humans as DataFelipe Almeida and Chloe BenaroyaPart 2.  Weaving Behavioral and Precision Consumer Research into Marketing and Retail Strategy6 Personalized Retailing: A State-of-Theory & State-of-Practice-ReviewMurali Mantrala and Arun Shastri7 How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 PandemicCaroline Roux, Christopher Cannon, and Kelly Goldsmith8 Interface Designs for Evolving Consumers and Retail ContextsKyle Murray and Tim Derksen9 Real Time AnalyticsPrasad Naik, Oliver Rubel, and Harpreet SinghPart 3. Data Analytics and Machine Learning for Retail Strategy Decision Making 10 The Promotion Planning Optimization Problem with Bounded Memory Demand ModelsTamar Cohen-Hillel and Georgia Perakis11 Retail Markdown Optimization under Demand Parameter UncertaintyAndrew Vakhutinsky12 Censored Demand Estimation of Choice Models for Omnichannel PricingPavithra Harsha and Shivaram Subramanian 13 Consumer Lifetime Value and Fund Transfer Pricing (FTP)Meisam Soltani-koopa, Hootan Kamran Habibkhani, Mikhail Nediak, Anton Ovchinnikov, Moiz Ali, and Henry MartinezPart 4. Retail Channels as Part of Business and Society Ecosystem in Moving toward Adaptive Behavior and Context14 Risk, Reward, and Uncertainty in Buyer-Seller Transaction: Combining the Seller’s View Posted Prices and AuctionsRadosveta Ivanova-Stenzel and Sabine Kröger15 Participative Pricing in B2B Markets John J. Han and Ernan Haruvy16 Retail Supply Chains: The Growing Importance of Technology and Supply Chain Standards for Enhancing Efficiency, Visibility, Transparency, and Trust at the Digital-Physical B2B System InterfaceJohn Keogh, Ricardo Filipe Ramos, Juan Marcelo Gómez, and Abderahman Rejeb17 New Models in Digital-Physical Retail Processes and Systems to Create and Capture Business and Stakeholder ValueCarl Boutet18 The "Giant Leap Methodology": How to Chart a Course to the Moon without Being Pulled Down by the Operational, Financial, and Reputational Risks of Rapid InnovationMelaina VinskiContributors