Wharton Customer Analytics

Research Opportunities

Display and Search Advertising

In 2010-2011, WCA worked closely with Organic, a digital ad agency owned by WCA Corporate Partner Omnicom Group, to sponsor a set of research projects focusing on Online Advertising Effectiveness. This project was the inaugural WCA Research Opportunity, an innovative process for fostering academic-industry research which helps companies understand their own business issues more deeply and benefit from the insights of top faculty from marketing, computer science, information systems and statistics.

View Case Study

MEDIA COVERAGE:

Organic Partners With Wharton Customer Analytics to Develop New Models for Online Ad Effectiveness

Note: This Research Opportunity remains open for proposal submissions. Interested researchers can submit proposals online through the WCA Archived Proposal Submission Portal. Researchers are encouraged to review proposal submission guidelines and FAQs before submitting their proposal. Additional questions can be directed to wca-research@wharton.upenn.edu.

Research Teams

GRANTEES OF THE ORGANIC DATA:

MODELING AND EXAMINING THE INTERDEPENDENCE BETWEEN SEARCH AND DISPLAY ADVERTISING

Sang Hee Bae, New York University
Anindya Ghose, New York University
Avi Goldfarb, University of Toronto

DIRECT AND INDIRECT EFFECTS OF ONLINE ADVERTISING CAMPAIGNS

WCAI Case Study On Ad Effectiveness (based on Moe/Braun project)(Read the resulting research paper.)
Michael Braun, MIT Sloan School
Wendy Moe, R. H. Smith School of Business, University of Maryland

MEASURING THE EFFECT OF ONLINE ADVERTISING ON THE CONVERSION FUNNEL

Vibhanshu Abhishek The Wharton School, University of Pennsylvania
Kartik Hosanagar, The Wharton School, University of Pennsylvania

THE RELATIVE EFFECTS OF ONLINE ADVERTISING, ONLINE REVIEWS AND TRADITIONAL ADVERTISING ON ONLINE CONSUMER BEHAVIOR

Gerard J Tellis, University of Southern California
Abhishek Borah, University of Southern California

MODELING THE DYNAMICS OF CONSUMER BEHAVIOR IN ONLINE ADVERTISING

Jie Zhang, The University of Texas at Arlington
Xueming Luo, The University of Texas at Arlington

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.