Human Machine Interaction in Pricing
This paper was the outcome of a long-term project at Zalando. Building on the insights from this project, I developed an algorithmic guardrail for human discounts as a solution of a multidimensional Knapsack problem. This human pricing guardail allowed for market tailored prices. The paper was presented at academic coneferences in Mannheim (ZEW), Berlin (VfS Jahrestagung), Düsseldorf (DICE), Rome (AI Conference), Max Planck Society. 1
Abstract: While many companies use algorithms to optimize their pricing, additional human oversight and price interventions are widespread. Human intervention can correct algorithmic flaws and introduce private information into the pricing process, but it may also be based on less sophisticated pricing strategies or suffer from behavioral biases. Using fine-grained data from one of Europe’s largest e-commerce companies, we examine the impact of human intervention on the company’s commercial performance in two field experiments with around 700,000 products. We show that sizeable heterogeneity exists and present evidence of interventions that harmed commercial performance and interventions that improved firm outcomes. We show that the quality of human interventions can be predicted with algorithmic tools, which allows us to exploit expert knowledge while blocking inefficient interventions.


