All Ads Are Not Created Equal: Display Advertisement’s Copy and Placement Effects on Clicks and Conversions

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 howRead More

Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program

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

Can Offline Stores Drive Online Sales?

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. InRead More

The Value of First Impressions: Leveraging Acquisition Data for Customer Management

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 valueRead More