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Negative Effects of Incentivized Social Campaigns on the New Customers Value: Combining Field Experiments and Machine Learning

机译：激励社会运动对新客户的负面影响：结合现场实验和机器学习

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Social campaigns are crucially important for acquiring new customers.As one critical form of such campaigns,firms deliberately invite existing customers to refer the brand and products to their socially connected friends.To stimulate and facilitate the acquisition process,it is extremely prevalent that firms provide monetary or gift incentives to both existing and new customers.Monetary incentives are dominantly adopted due to its flexibility,feasibility and convenience.For example,Tesla launches a WOM referral program rewarding both existing and new customers $2,000 discount of f to juice sales.Echoing this,Discover rolls out"refer-a friend"programs rewarding both sides with a $50 statement balance conditional on the successful referrals of new customers.Alternatively,gift incentives are also used in such campaigns,which promotes the closeness of the triadic relationship between new,existing customer and the platform.To name a few,Uber rewards existing and new customers with free ride gifts and Dropbox provides 500MB-16GB free storage space gift to both sides.However,mangers do not know whether incentives in social campaigns are indeed effective,nor do they know the relative effectiveness of monetary incentives versus gift incentives.Moreover,what's the underlying mechanism? And how can they optimize the social campaigns?
机译：社会运动对于收购新客户来说至关重要。以及这种宣称这一活动的一种关键形式，公司故意邀请现有客户将品牌和产品推荐给社会关联的朋友。刺激和促进收购过程，公司提供极为普遍由于其灵活性，可行性和便利性，货币或礼品激励们对现有和新客户进行过度采用。例如，Tesla推出了一个Wom推荐计划，奖励现有和新客户2,000美元折扣f到果汁销售。发现展开“参考朋友”节目，奖励双方，以50美元的陈述余额有条件的新客户的成功推荐。卓越的礼品激励措施也用于此类活动，这促进了新的三国关系的亲近，现有的客户和平台。要使用一些，优步奖励现有和新客户的免费骑行礼品和Dropbox为双方提供500MB-16GB的免费存储空间礼物。但是，人们不知道社会运动中的激励是否有效，也不知道货币激励与礼品奖励的相对有效性.OROVER，什么是潜在的机制还他们怎样才能优化社会运动？

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