Edward  C.  Malthouse

Sills Professor of Integrated Marketing Communciations

Edward C. Malthouse is a professor of Integrated Marketing Communications at the Medill School. He is an expert in applied statsitics, market research, and media marketing. His primary research is in the areas of media and database marketing. He develops statistical models and applies them to large data sets of consumer information to help managers make marketing decisions. Ed is an excellent teacher and has won teaching awards and been an invited visiting professor at Aoyama Gakuin Univeristy, Wuhan University, Munster University, and Università Della Svizzera Italiana.
 

Education

PhD Statistics, Northwestern University; MS Operational Research, Southampton University; BA Math, Augustana College

Teaching Philosophy

My teaching philosophy is to set very high standards and then to play the role of an encouraging coach to inspire the students to understand statistics, marketing research and database marketing at a level they never dream possible. I believe that the only way to learn these topics is through practice, and I assign hundreds of topic-specific questions from the textbook. Good problems, however, go beyond exercising some narrowly focused technique, and I spend a large amount of time writing exam questions that require students to combine what they have learned in different chapters to solve a larger problem and see the big picture. Good problems also teach about substantive issues within a domain, and most of my exam questions address actual marketing communications problems with real, as opposed to fabricated, data sets. I like to write problems that provide students with a preview of some more advanced method, issue or result. I also think it is important for students to work with real data sets from companies that address timely marketing problems rather than the contrived data sets often used in statistics courses.

Office

MTC 3-129

Phone

847.467.3376

Email

ecm@northwestern.edu

Course Info

• IMC 451: Statistics for Marketing Decisions  Syllabus
• IMC 482: Customer Contact Management
• IMC 498: Data Mining
• Communications Systems 517: Statistics for Business Decisions
• Communications Systems 522: Database Marketing
• Advanced Executive Program for Newspapers, Allen Center, Kellogg, Northwestern University, co-taught with Calder
• Industrial Engineering 490: Data Mining

Research

Peer-Reviewed Articles:

Qui and Malthouse, "Estimating indirect effects of a marketing contact," Forthcoming at Expert Systems with Applications.

Malthouse (2007), "Mining for Trigger Events with Survival Analysis," Data Mining and Knowledge Discovery, 15: 383-402.

Malthouse, Calder, Tamhane (2007), "Qualitative Effects of Magazines on Advertising Effectiveness, Journal of Advertising, 36(3), 7-18.

Malthouse and Elsner (2006), "Customization with Crossed-Basis Subsegmentation," Journal of Database Marketing and Customer Strategy Management, 14(1), 40-50.

Malthouse and Calder (2006), "The Demographics of Newspaper Readership,"Journal of Media Business Studies, 3(1), 1-18. 

Malthouse and Blattberg (2005), "Is it Possible to Predict Customer Long-Term Value?" Journal of Interactive Marketing, 19(1), 2-16.

Calder and Malthouse (2004), "Qualitative Media Measures: Newspaper Experiences,"International Journal on Media Management, 6(1&2), 124-131.

Malthouse, Oakley, Calder, and Iacobucci (2004) "Customer Satisfaction Across Organizational Units,"Journal of Service Research, 6(3): 231-242. Nominated for best paper of the year.

Calder and Malthouse (2003), "The Behavioral Score Approach to Dependent Variables,"Journal of Consumer Psychology, 13(4) 387-394.

Malthouse (2002), "Performaced-Based Feature Section for Direct Marketing Scoring Models,"Journal of Interactive Marketing, 16(4): 37-50.

Malthouse and Calder (2002), "Measuring Newspaper Readership: A Qualitative Variable Approach,"International Journal of Media Management, 4(4), 248-260.

Malthouse (2001), " Assessing the Performance of Direct Marketing Scoring Models,"Jounral of Interactive Marketing, 15(1): 49-62.

Malthouse (1999), "Ridge Regression and Direct Marketing Scoring Models,"Journal of Interactive Marketing, 13(4):10-23.

Malthouse (1998), "Limitations of Nonlinear PCA as Performed with Generic Neural Networks." IEEE Transactions on Neural Networks, 9(1): 165-173.

Malthouse, Mah, and Tamhane (1997), "Nonlinear Partial Least Squares."Computers in Chemical Engineering, 12(8), 875-890.

Book Chapters:

Qui and Malthouse (2008), “Cluster Analysis and Latent Class Analysis,” Encyclopedia of Data Warehousing and Mining, 2nd Edition.

Calder and Malthouse (2008), “Engagement and Advertising Effectiveness,” In Kellogg on Media and Advertising, edited by Calder, Wiley.

Malthouse and Calder (2006), "Relationship Branding," The Tao of IMC (Korean), edited by Kim and Schultz.

Malthouse and Calder (2005), "CRM and Relationship Branding," In Kellogg on Branding, edited by Tybout and Calkins, Wiley, 150-168.

Malthouse (2003), "Database Subsegmentation,"Kellogg on Integrated Marketing, edited by Iacobucci and Calder, Wiley, 162-188. (Click here for Postscript version)

Malthouse (2003). "Scoring Models,"Kellogg on Integrated Marketing, edited by Iacobucci and Calder, Wiley, 227-249. (Click here for Postscript version)

Calder and Malthouse (2003) What Is IMC?," Kellogg on Integrated Marketing, edited by Iacobucci and Calder, Wiley, 6-15.

Tamhane and Malthouse (1997), “Control Charts for Autocorrelated Process Data.” Festschrift in honor of Shanti Gupta, edited by Panchapakesan and Balakrishnan, 371-386.

Other Published Articles:

Calder and Malthouse (2008), “Media Brands and Integrated Marketing,” Media Brands and Branding, Media Management and Transformation Centre, JIBS Reseach Report No. 2008-1, 89-94.

Shankar and Malthouse (2008), “JIM Marches On,” Journal of Interactive Marketing, 22(1).

Malthouse and Mulhern (2007), "Understanding and Using Customer Loyalty and Customer Value," Journal of Relationship Marketing, 6(3/4), 59-86.

Ware, Bahary, Calder, and Malthouse (2007), “The Magazine Maximizer: A Model for Leveraging Magazine Engagement Dynamics,” Proceedings of the 13th Worldwide Readership Research Symposia, Vienna, 21-24 October.

Malthouse and Calder (2007), “Measuring Involvement with Editorial Content,” Proceedings of ESOMAR/ARF Worldwide Audience Measurement, Dublin, Ireland, June 3-6.

Calder and Malthouse (2007), “Comparing Engagement Across Different Types of Media,” Proceedings of the 6th International Conference on Research in Advertising, Lisbon, June 29-30.

Malthouse and Calder (2007), “Media Engagement and Integrated Marketing,” Nikkei Journal of Advertising (Nikkei Koukoku Techo), Translated by Maiko Nakao, pp. 3-7.

Shankar and Malthouse (2007), "The Growth of Interactions and Dialogs in Interactive Marketing," Journal of Interactive Marketing, 21(2), pp. 2-4.

Malthouse (2006), "What Problem is Solved?" Marketing Research, invited discussion, 18(3), 56.

Shankar and Malthouse (2006), "Moving Interactive Marketing Foward,"Journal of Interactive Marketing, 20(1), 2-4.

Calder and Malthouse (2005), "Managing Media and Advertising Change with Interactive Marketing,"Journal of Advertising Research, 43(4), 356-361.

Calder and Malthouse (2005), "Experiential Engagement with Online Content Web Sites and the Impact of Cross-Media Usage," Proceedings of 12th Worldwide Readership Research Symposium, Prague, October.

Customization using Subsegmentatoin (2005), DM Compact, 3(1), 20-25.

Malthouse, Calder, and Kobayashi (2005), Integrated Marketing and Customization, The Journal of Aoyama Business, Vol. 39, No.4.

Calder and Malthouse (2004), Qualitative Effects of Media on Advertising Effectiveness, Proceedings of ESOMAR/ARF Worldwide Audience Measurement (WAM), Geneva, Switzerland, June 13-18.

Malthouse, Calder, and Eddy (2003), "Conceptualizing and Measuring Magazine Reader Experiences,"Proceedings of the 11th Worldwide Readership Research Symposium, Boston, MA, October 26-29, pp. 285-306.

Peer, Malthouse, and Calder (2003), “Estimating the effect of news media consumption on political participation,'' Proceedings of the American Political Science Association Conference, Philadelphia, August 28-31.

Mulhern and Malthouse (2003), Book review of Klösgen and Zytkow's Handbook of Data Mining and Knowledge Discovery, Journal of Marketing Research, XL (August), 372-374.

Iacobucci, Calder, Malthouse, and Duhachek (2002), "Psychological, Marketing, Physical, and Sociological Factors Affecting Attitudes and Behavioral Intentions for Customers Resisting the Purchase of an Embarrassing Product," Proceedings ACR 2002, Atlanta.

Iacobucci, Calder, Malthouse and Duhachek (2002), "Did you hear? Consumer Tune into multimedia marketing." Marketing Health Services, summer, 16-20.

Malthouse (2001), "Checking assumptions of normality before conducting factor analyses," Journal Consumer Psychology, 10(1-2), 81.

Malthouse (2001), "Why do we not use more nonparametric methods?" Journal Consumer Psychology, 10(1-2), 112-113.

Malthouse and Wang, (1998) "Database Segmentation Using Share of Customer,"Journal of Database Marketing, 6(3): 239-252.

Malthouse, Mah, and Tamhane (1995), "Some Theoretical Properties of Nonlinear Principal Components Anlaysis," in Proc of the American Control Conference.

Awards / Professional Organizations

Robert B. Clarke Outstanding Educator Award, Direct Marketing Educational Foundation (2008)

Theodore and Annie Sills Chair

Don Kuhn Non-profit Research Grant (2007)

Dingxi Qui, my PhD student, won the best PhD paper at the 2007 Direct/Interactive Marketing Research Summit

Best paper of the year in 2006, Journal of Interactive Marketing, with Blattberg

Best paper of print division of ESOMAR/ARF Worldwide Audience Measurement conference, Geneva, 2004

Teacher of the Year: Integrated Marketing Communications Department, 2004, 2003, 1999

Finalist, best article of the year, Journal of Service Research, 2004.

Runner up, best paper of the year, 11th Worldwide Readership Symposium, Cambridge, 2003

Best paper of the year: Direct Marketing Educational Foundation, 1999

Summer Research Fellow, Nijenrode University

Rotary International Postgraduate Scholar

Phi Beta Kappa

Andrew W. Williamson award for excellence and achievement in mathematical sciences

Publications / Presentations

Malthouse (2008) “Newspaper Engagement,” Stockholm, September.

Malthouse (2008), “Media Engagement and Advertising Congruence,” Latin American Cable Association, Caracas, Bogata, Mexico City, September.

Ware, Bahary, Calder, and Malthouse (2007), “The Magazine Maximizer: A Model for Leveraging Magazine Engagement Dynamics,” 13th Worldwide Readership Research Symposia, Ware and Bahary presented, Vienna, 21-24 October.

Derenthal and Malthouse (2007), “Target Selection in Direct Marketing Based on Multiple Contacts,” Direct/Interactive Marketing Research Summit, Chicago, October.

Qui and Malthouse (2007), “Quantifying the Indrect Effects of Marketing Contacts,” Direct/Interactive Marketing Research Summit, Qui presented, Chicago, October.

Gopinath, Blattberg and Malthouse (2007), “Are Revived Customers as Good as New?” Direct/Interactive Marketing Research Summit, Gopinath presented, Chicago, October.

Malthouse (2007), “Media Engagement and Advertising Congruence,” Latin American Cable Association, Santiago, Chile, September 27.

Calder and Malthouse (2007), Media Brands and Consumer Experiences, Calder presented at Media Brands: Their Management, Effects, and Social Implications, September 20-22, Stockholm/Helsinki.

Malthouse and Calder (2007), “The Local TV News Experience:
How to win viewers by focusing on engagement,” Medill and Knight Foundation conference on Local TV News, Evanston, July 20.

Malthouse (2007), “What is Integrated Marketing?” Invited lecture, Saarland University.

Malthouse and Calder (2007), “Measuring Engagement with Editorial Content: Conceptualization, Scale Development, its Effects on Advertising, and a Cross-Media Comparison,” International Media Management Academic Association Conference, Saarland Univerisity, July.

Calder and Malthouse (2007), “Comparing Engagement Across Different Types of Media,'' 6th International Conference on Research in Advertising, Sponsored by the European Advertising Academy, Lisbon, June 29-30.

Malthouse and Calder (2007), “Measuring Involvement with Editorial Content, Worldwide Multi Media Measurement 2007 conference,” sponsored by ESOMAR, Dublin, June 3-6.

Derenthal and Malthouse (2007), “Target Selection in Direct Marketing based on Multiple Contacts,” EMAC (European Marketing Academy) Doctoral Colliquium, Derenthal presented, May 21, Reykjavik, Iceland.

Malthouse and Calder (2007), “Transportation and Extrinsic Involvement with Media as Predictors of Advertising Effectiveness,” Society for Consumer Psychology conference, February 24, Las Vegas.

Mathouse (2006), “Conceptualizing and Measuring Media Engagement,” Invited research presentation to Northwestern Statistics Department, May 16.

Bouman and Malthouse (2006), “Estimating the Value of a Marketing Contact,'' Marketing Science conference, Pittsburgh (Bouman did presentation).

Malthouse (2006), “Media Engagement,” International Media Marketing Academic Association presentation, San Francisco, August 3.

Qui, Malthouse, and Tamhane (2006). “Estimating indirect effects of a marketing contact,'' INFORMS marketing conference, Pittsburgh, Qui did the presentation.

Calder and Malthouse (2006), invited talk “The future of branding,” Dentsu advertising agency, Tokyo, December.

Calder and Malthouse (2006), invited talk “Media Engagement and Advertising,” Nikkei newspaper in Tokyo, December.

Malthouse and Elsner (2005), "Customization Using Crossed-Basis Subsegmentation," Presented at Marketing Science, Atlanta, June.

Malthouse and Calder (2005), "Research on Applying Integrated Marketing to Newspapers and Magazines," Peking University, Bejing, China, March 25.

Malthouse (2004), "Modeling Trigger Events with Survival Analysis," Presented at M2004, SAS Data Mining Conference, Las Vegas, October.

Malthouse (2004), "Integrated Marketing and the Z-24 Database," Invited seminar, Experian, October 6.

Malthouse and Blattberg (2004), "Which Customers Should Get the Perks? Assessing Whether Best Customers Will Continue To Be So.'' Presented at American Marketing Association Conference, Boston, August.

Malthouse (2004), "Integrated Marketing and Media Marketing," presented at the Hamburg School of Media, Hamburg, June 29.

Malthouse (2004), "How Far Into the Future can Customer Long-Term Value Be Predicted?" Marketing Science, Rotterdam, June.

Malthouse and Calder (2004), "The Role of Data Mining in Marketing Science," Marketing Science, Rotterdam, June.

Malthouse (2004), "Customization," presented at Westfälische Wilhelms-Universität Münster, Germany, June 22.

Calder and Malthouse (2004), "Qualitative Effects of Media on Advertising Effectiveness," Geneva, June, awarded best paper of the print division.

Malthouse (2004), "CRM, Integrated Marketing, and Technology," presented at Aoyama Gakuin University, Tokyo, June 11.

Malthouse (2004), "What is Integrated Marketing," presented at Aoyama Gakuin University, Tokyo, June 8.

Malthouse (2004), "Data Mining and Marketing Strategy: What’s the Connection?" invited talk, CART Data Mining Conference, San Francisco, March 22-24.

Calder and Malthouse (2003), "The Future of Newspaper Advertising," Nikkei Newspaper Seminar, Palace Hotel, Tokyo, December 9.

Calder and Malthouse (2003), "What is Integrated Marketing?" invited talk, Aoyama Gakuin University seminar, Tokyo, December 10.

Malthouse (2003), "Data Mining and Policy: What’s the Connection?," invited talk, Statistics department seminar, Northwestern University, November 13.

Malthouse (2003), "Strategic Database Marketing and Data Mining: What’s the Connection?," invited keynote speaker at, State-of-the-Art Developments in Direct Marketing - An Academic Perspective," Westfälische Wilhelms-Universität Münster, Germany, September 25-26.

Calder and Malthouse (2003), "Patterns of Behavior," invited talk, Kellogg Marketing Conference, Northwestern University, Evanston, September 13.

Peer, Malthouse, and Calder (2003), "Estimating the effect of news media consumption on political participation," American Political Science Association Conference, Philadelphia, August 28-31.

Malthouse, Oakley, and Calder (2003), "Modeling the Relationship Between Customer Satisfaction and Loyalty," Marketing Science, College Park, Maryland, June 13-15.

Malthouse and Blattberg (2003), "Evaluating the Predictive Accuracy of Customer Long-Term Value Models," Marketing Science, College Park, Maryland, June 13-15.

Bouman and Malthouse (2003), "A Flexible Bayesian Survival Model for Customer Purchase Cycle," Marketing Science, College Park, Maryland, June 13-15.

Iacobucci, Calder, Malthouse, and Duhachek (2002), "Psychological, Marketing, Physical, and Sociological Factors Affecting Attitudes and Behavioral Intentions for Customers Resisting the Purchase of an Embarrassing Product," ACR, Atlanta, October 17-20.

Malthouse (2002), "Data Mining's Role in Determining Whether CRM-Based Strategies Are Possible," M2002 SAS Data mining Conference, Cary, NC, October 22-23.

Malthouse (2002), "The Demographics of Newspaper Readership," American Marketing Association, Summer Marketing Educators' Conference, San Diego, California.

Malthouse (2001), "Customer Insight Based Database Subsegmentation," M2001 SAS Data mining Conference, Cary, NC, October.

Malthouse (2000), "Performance-based variable section for direct marketing scoring models," Direct Marketing Educational Foundation, New Orleans.

Malthouse (2000), "Database Subsegmentation," Experion conference, Chicago, May.

Malthouse (1999), "Assessing the performance of direct marketing scoring models," Paper of the year, Direct Marketing Educational Foundation, Toronto.

Malthouse (2000), "Direct Marketing Gains Charts," American Marketing Association, Summer Marketing Educators' Conference, Chicago, Illinois.

Malthouse (1999), "Database Segmentation," American Marketing Association, Winter Marketing Educators' Conference, St. Petersburg, Florida.

Malthouse and Wang (1998), "Database segmentation by share of stomach," Direct marketing educator's conference, San Francisco, October 1998.

Malthouse (1997), "The visual display of marketing data," Henry Stewart workshop on advanced methods in marketing research, Chicago, Sept 28-29.

Malthouse (1997), NIPS 97 Workshop: Advances in Autoencoder/Autoassociator-Based Computations

Malthouse (1997), "Model-based Database Fusion," Chicago Direct Marketing Assosication, 1997.

Calder and Malthouse (1996). "Marketing research and database marketing," Keynote speech, Claritas Precision Marketing Conference, New Orleans, June.

Malthouse, Mah, and Tamhane (1995), "Some Theoretical Properties of Nonlinear Principal Components Analysis," Presented at "Statistical Approaches on Process Monitoring" session of American Control Conference, Seattle, June.

Malthouse, Mah, and Tamhane (1994), "Nonlinear Partial Least Squares Using Neural Networks." Presented in the InCINC 94 Chemometrics conference, September.