Wharton Customer Analytics

Research Opportunities

(Closed for Submission)

“4Ps” Data for a Multi-Channel / Multi-Brand Retailer

Wharton Customer Analytics is pleased to announce a truly unique and comprehensive new dataset from a major multi-channel, multi-brand specialty retailer that describes the relationship between the retailer and its customers across all of the “4Ps”. The data describes the purchases made by 42,000 customers over a two-year period. In addition to transactions, the data describes the online and offline direct marketing communications received by each of these customers, giving researchers the opportunity to explore the relative effectiveness of advertising across marketing channels (i.e., advertising attribution). The data includes detailed information about product attributes including prices, as well as online product reviews provided by customers, allowing researchers to explore the relationship between product attributes and sales. The data also identifies the store where each purchase was made (including online) allowing researchers to investigate cannibalization between stores and channels. Because all of this information is provided longitudinally for all 42,000 customers, the dataset also provides opportunities to explore issues related to customer loyalty and lifetime value. The sponsor of this project seeks cutting-edge, practical solutions to a variety of problems including advertising attribution, measuring retail saturation and product merchandising.

Note: This Research Opportunity is closed for proposal submissions.

Research Teams

GRANTEES OF THE 4PS DATA:

PROJECT A

Anand V. Bodapati, University of California at Los Angeles

PROJECT B

Scott Shriver, Columbia University
Bryan Bollinger, New York University

PROJECT C

Avi Goldfarb, University of Toronto
Kitty Wang, City University of Hong Kong

PROJECT D

Gonca Soysal, University of Texas at Dallas
Lakshman Krishnamurthi, Northwestern University

PROJECT E

Peter J. Danaher, Monash University
Harald J. vanHeerde, University of Waikato
Tracey S. Dagger, Monash University
Jason Pallant, Monash University

PROJECT F

Shuba Srinivasan, Boston University
Chris Dellarocas, Boston University
Nachiketa Sahoo, Boston University

PROJECT G

Koen Pauwels, Ozyegin University
Selin Erguncu, Koc University

PROJECT H

Kostas Bimpikis, Stanford University
Ken Moon, Stanford University

Disclaimer

The Research Opportunity webinars are posted here for a research-focused audience and should not be quoted, paraphrased or otherwise utilized without written permission of WCA. Any media inquiries or requests for quotes about the projects should be directed to wca-research@wharton.upenn.edu.