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

Identity in Charitable Giving

Wharton Customer Analytics Research Paper Series Identity in Charitable Giving How does priming identity affect charitable giving? We show that individuals are more likely to donate when a facet of their identity associated with a norm of generosity is primed in an appeal. In large charitable giving field experiments runRead More

Large-Scale Cross-Category Analysis of Consumer Review Content and Sales Conversion Leveraging Deep Learning

Wharton Customer Analytics Research Paper Series Large-Scale Cross-Category Analysis of Consumer Review Content and Sales Conversion Leveraging Deep Learning How consumers use review content in their decision making has remained a black box due to the labor-intensive nature of extracting content from review text and the lack of data onRead More

An Integrated Model for Dynamic Brand Equity

Wharton Customer Analytics Research Paper Series An Integrated Model for Dynamic Brand Equity This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands areRead More

Measuring Multi-Channel Advertising Response

Wharton Customer Analytics Research Paper Series Measuring Multi-Channel Advertising Response Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely due to concerns that advertisers target customers with a higher propensity to buy or increase advertising during periods of peakRead More