Wharton Customer Analytics

Research Opportunities

(Closed for Submission)

Understanding, Expanding, and Predicting Customer Engagement

Wharton Customer Analytics is excited to announce a unique dataset from an International Beauty Retailer that allows for an unprecedented view into how customers’ relationships with a retail brand evolve.

This dataset contains comprehensive customer interaction information for 85,000 randomly selected customers and prospects from 6 different countries, and includes:

  • complete purchase history, tied to individual customers, including offline & online
  • direct mail and email campaigns, addressable to customers, including creatives
  • detailed product hierarchy and store details, including openings & closing
  • responses to customer satisfaction survey
  • complete customer data for 2 full years

The research sponsor sells a unique, exclusive line of beauty products and their ideal customer develops a strong loyalty to particular products or lines of products. This anonymized data will be provided by competitive proposal to 6-10 research teams who want to study these problems (or any others related to the sponsor’s business).

Through this Research Opportunity, the sponsor wishes to better understand:

  • what makes customers “fall in love” with their products
  • ways to expand the relationship by encouraging customers to purchase a broader range of products
  • how direct marketing and promotion affects the evolution of the relationship
  • how to predict when the relationship is in danger of ending
  • methods to recruit and develop more valuable prospective customers

Note: This Research Opportunity is closed for proposal submissions.

Research Teams

GRANTEES OF THE DATA:

FALLING IN LOVE WITH A BRAND: MULTI-CHANNEL ATTRIBUTION AND INTERDEPENDENCIES BEYOND PURCHASE INCIDENCES

Panagiotis Adamopoulos, New York University
Anindya Ghose, New York University
Param Vir Singh, Carnegie Mellon University
Vilma Todri, New York University

UNDERSTANDING HOW A CAMPAIGN’S CREATIVE, OFFER AND TIMING AFFECT “LOVE” AND PURCHASING

Elea McDonnell Feit, Drexel University
Anand Bodapati, UCLA

THE ROLE OF CUSTOMER LEARNING IN ATTRIBUTION MODELING

Andre Bonfrer, Australian National University
Pradeep Chintagunta, University of Chicago
Nico Neumann, Anomaly/IPG Mediabrands

Customer value beyond cash flow: Harbingers of success and failure

Eric Anderson, Northwestern University
Blakely McShane, Northwestern University
Chaoqun Chen, Northwestern University

CONSUMER LEARNING AND PRODUCT VARIETY IN MULTIPLE CATEGORIES: AN EMPIRICAL EXAMINATION

Jialie Chen, Cornell University
Young-Hoon Park, Cornell University

TARGETED MARKETING AND PURCHASING BREADTH

Nathan Fong, Temple University

CURATING CUSTOMER RELATIONSHIP TRAJECTORIES: HOW FIRMS CAN MEASURE AND AFFECT HOW CUSTOMERS EVOLVE IN A NON-CONTRACTUAL SETTING

Arun Gopalakrishnan, The Wharton School

HOW DO THEY MIGRATE FROM THE OLD TO THE NEW? UNDERSTANDING CONSUMERS’ ADOPTION BEHAVIORS ACROSS PRODUCT GENERATIONS

Zhengrui Jiang, Iowa State University
Dipak Jain, INSEAD

A MULTICHANNEL AND CROSS-SELLING APPROACH TO IMPROVE CUSTOMER ENGAGEMENT AND MAXIMIZE CUSTOMER LIFETIME VALUE

Wenyu Jiao, ESSEC Business School
Nicolas Glady, ESSEC Business School

ESTIMATING THE EFFECT OF PROMOTIONS ON CUSTOMER RETENTION AND PRODUCT SPILLOVERS: A REGRESSION DISCONTINUITY APPROACH

Sridhar Moorthy, University of Toronto
Matthew Osborne, University of Toronto

THE SHORT-TERM AND LONG-TERM EFFECTS OF PRODUCT REPLACEMENT AND MARKETING COMMUNICATIONS IN CUSTOMER RELATIONSHIPS

Nicolas Padilla, Columbia University
Eva Ascarza, Columbia University
Oded Netzer, Columbia University

THAT’S THE WAY BRAND LOVE GROWS: ROLE OF CUSTOMER ENGAGEMENT ACROSS MARKETS

Shuba Srinivasan, Boston University
Albert Valenti, Boston University
Koen Pauwels, Ozyegin University

CRAZY IN LOVE WITH THE DEALER, OR JUST WITH THE DEALER’S DEALS? THE DIFFERENTIAL SHORT-TERM AND LONG-TERM EFFECTS OF PRICE PROMOTIONS ON CUSTOMER ENGAGEMENT

Lena Steinhoff, University of Paderborn
Ina Garnefeld, University of Wuppertal
Lena Feider, University of Wuppertal