Research Papers

Wharton Customer Analytics Research Paper Series Uncovering Characteristic Response Paths of a Population We propose an approach to uncover characteristic response paths of a population from an individual-level multivariate time series dataset. The approach is based on a model that accommodates arbitrary and mixed set of distributions for the endogenous…Read More

Wharton Customer Analytics Research Paper Series All Ads Are Not Created Equal: Display Advertisement’s Copy and Placement Effects on Clicks and Conversions In today’s media ecosystem, advertisers face the challenge to create ad campaigns with the ability to engage consumers and ultimately increase conversions. Hence, they need guidance on how…Read More

Wharton Customer Analytics Research Paper Series Measuring the Impact of a Single Negative Customer Review on Online Search and Purchase Decisions How much does a single negative customer review impact online search and purchase behavior? To answer this question, the authors compare choices made by consumers searching for a product…Read More

Wharton Customer Analytics Research Paper Series Leveraging Loyalty Programs Using Competitor Based Targeting Loyalty programs are widely used by firms but their effectiveness is subject to debate. These programs provide discounts and perks to loyal customers and are costly to administer, and with uncertain effectiveness at increasing spending or stealing…Read More

Wharton Customer Analytics Research Paper Series Marketing Department Power and Board Interlocks Although the level of power held by the marketing department can determine key organizational outcomes, including firm performance, this power often is modest and, in many firms, diminishing. To address this apparent disconnect, the authors propose that the…Read More

Wharton Customer Analytics Research Paper Series Principal Stratification for Advertising Experiments Advertising experiments often suffer from noisy responses making precise estimation of the average treatment effect (ATE) and evaluating ROI difficult. We develop a principal stratification model that improves the precision of the ATE by dividing the customers into three…Read More

Wharton Customer Analytics Research Paper Series Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program While single-brand reward programs encourage customers to remain loyal to that one brand, coalition programs encourage customers to be “promiscuous” by offering points redeemable across partner stores. Despite the benefits of this “open relationship”…Read More

Wharton Customer Analytics Research Paper Series A Quality Value Chain Network: Linking Supply Chain Quality to Customer Lifetime Value We create a quality value chain network concept to analyze the impact of supply chain quality (SCQ) on the customer lifetime value (CLV). We apply our framework to a rich dataset…Read More

Wharton Customer Analytics Research Paper Series Can Offline Stores Drive Online Sales? We use evidence from store openings by a bricks-and-clicks retailer to examine the drivers of substitution and complementarity between online and offline retail channels. Our evidence supports the coexistence of substitution across channels and complementarity in demand. In…Read More

Wharton Customer Analytics Research Paper Series The Value of First Impressions: Leveraging Acquisition Data for Customer Management Managing customers effectively is crucial for firm’s long-term profitability. By understanding differences across customers, firms can tailor their activities towards those customers for whom the intervention will pay off, therefore increasing the value…Read More