Wharton Customer Analytics
(Closed for Submission)
StubHub, the leading destination for fans seeking tickets to live events, seeks to go beyond computing conversion rates for individual email campaigns to exploring the longer-term effects of their relationship marketing activities on customers’ future transactions. They provided via the Research Opportunity process, the complete histories of e-mails, targeted promotional offers and transactions for a sample of their customers. During the observation window, StubHub launched a new relationship marketing program that included more aggressive targeted promotions with randomly selected holdout groups. StubHub is interested in understanding how these promotions affect customer behavior, whether some of the older customers who haven’t purchased lately can be revived by these campaigns and whether there is a longer-term downside to “communicating too much” with their customers.
Information on targeted promotions includes a detailed description of the discount or promotion offered as well as the criteria used to select customers to receive the offer. Customer transaction histories will include detailed information about what type of tickets were purchased as well as customer’s self-reported preferences for locations, teams and artists. In addition to e-mail offers and transactions, the data will include records of “near purchases”, events where the customer has selected a lot of tickets to purchase but fails to complete the transaction.
Note: This Research Opportunity is closed for proposal submissions.
GRANTEES OF THE STUBHUB DATA:
E-MAIL EFFECTS: INFORMATION, DISCOUNTING AND PERSUASION
Pradeep Chintagunta , Booth School of Business, University of Chicago
Navdeep Sahni, Booth School of Business, University of Chicago
Dan Zou, Booth School of Business, University of Chicago
MEASURING THE EFFECTIVENESS OF BEHAVIORALLY TARGETED EMAIL ADVERTISEMENTS
Wendy Moe , R. H. Smith School of Business, University of Maryland
TARGETING AND CUSTOMER SEARCH
Read the resulting paper here »
Nathan Fong , MIT Sloan School of Management
DESCRIPTIVE ANALYSIS AND PRESCRIPTIVE INSIGHTS REGARDING HOW FIRMS LEVERAGE MARKETING AND EMAIL COMMUNICATIONS TO INDUCE REPEAT PURCHASES
Jacquelyn Thomas , Cox School of business, Southern Methodist University,
Peggy Tseng , Alfred Lerner College of Business & Economics, University of Delaware
Rick Andrews, Alfred Lerner College of Business & Economics, University of Delaware
EVALUATING THE EFFECTIVENESS OF EMAIL MARKETING CAMPAIGNS
Duncan Fong , Smeal College of Business, The Pennsylvania State University
Zan Huang, Smeal College of Business, The Pennsylvania State University
Jay Shan, Smeal College of Business, The Pennsylvania State University
Kate Li, Sawyer Business School, Suffolk University
Xin Li, City University of Hong Kong
Jun Liu, Harvard University
Lei Guo, Harvard University
PREDICTING CUSTOMER PURCHASING BEHAVIOR AS A FUNCTION OF SPORT TEAM PERFORMANCE
Howard Hamilton , Soccermetrics Research & Consulting, LLC
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