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Wharton Customer Analytics Initiative

This Month at WCAI...

March 2012  

Wharton Customer Analytics Initiative

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Dear Vincent,



In 2011, WCAI saw an increase in the number of students seeking analytically-focused full-time jobs and internship opportunities in a wide range of industries. At the MBA level, approximately 10% of the graduating class pursued careers in the technology industry, finding a variety of jobs at leading internet service providers, established software companies and even late-stage startups. As new analytics companies emerge and existing companies begin to grow their analytics practices, we expect the student interest to grow as well. The terrific turnout in our classes and at our student programs clearly demonstrates the demand at Wharton for positions where students can implement their business analytics skills. If you are or will be hiring for full-time or summer positions, WCAI can help you attract top Wharton talent. Contact Rebecca Alig for assistance posting jobs for both undergraduates and MBAs and advertising positions to our student audience.   


In this newsletter:



Pete Fader & Eric Bradlow 

WCAI Co-Directors 

AdvEffectivenessCall for Research Proposals: "Innovative Approaches to Measuring Advertising Effectiveness"


 Sponsored by the Wharton Customer Analytics Initiative and the SEI Center's Future of Advertising Program


Probably the most famous quote in the field of marketing is the apocryphal line attributed to John Wanamaker about the difficulty of assessing the impact of advertising spending.  Here we are, roughly 100 years since that phrase was first popularized, and Wanamaker's words continue to resonate with today's marketing executives just as much as ever before.  The development of customer tracking technologies, measurable media, sophisticated attribution models, and platforms that facilitate controlled experiments all promise great advances in our ability to make more precise statements about the effectiveness of advertising spending, but many lingering questions remain.


The Wharton Customer Analytics Initiative and the Future of Advertising Program are joining forces to commission leading-edge research projects to develop state-of-the-art methods and insights in this important area.  Specifically, we are looking to support high-quality, data-oriented research that will demonstrate just how far we've come since Wanamaker first expressed his frustrations with measuring advertising impact.  We have in mind three broad sub-categories of research:


(1)    New modeling approaches that leverage customer-level data on behavioral responses to advertising

(2)    Advances in experimental methods that can isolate and quantify different advertising effects

(3)    Other innovative approaches that represent a significant step beyond traditional advertising effectiveness measurement methods


We anticipate selecting 8-15 teams to receive grants of $2,000-$10,000 to pursue their research.  Winners will also be invited to share their work at a practice-oriented conference to be held at the Wharton School in early 2013, where leading marketing executives will be invited to offer their perspectives of how these (and other) new methods can reshape the art and science of advertising measurement.


Research proposals are due by Monday, April 23, 2012. Proposals should be emailed to  [email protected].  Click herefor more details about proposal requirements and the submission process.  


STD_FMCGROSave the Date: WCAI Research Opportunity   

If you "LIKE" will you Buy?: New Data on Social Media Exposure and Purchase Behavior

A new data set from a multinational Fast Moving Consumer Goods (FMCG)  company will be made available to researchers this coming May.  The data focuses on individual-level brand exposure through Facebook Newsfeeds, Online Banners and Television, in addition to purchases made by the panelists.  To learn more about this research opportunity please view the webinar on May 4, 2012, 12-1 pm EST. Registration will be available shortly. 


SiriusgrantsSiriusXM Radio Inc. Research Opportunity Grantees Announced


The Wharton Customer Analytics Initiative is pleased to announce the research teams selected  to work on the SiriusXM Radio project from our recent Research Opportunity. These projects will offer substantive insights about subscriber behaviors while also advancing a variety of academic disciplines.  


We received an astounding 29 submissions in the areas of predictive modeling, text mining, game theory, operations and information systems. The winning proposals are:

  • Measuring the Impact of Retention Efforts When Multiple Causes of Churn are Present
    Eva Ascarza, Columbia University
    Oded Netzer, Columbia University    

  • Does it Pay to Be Sentimental? Examining the Usefulness of Sentiment Analysis for Predicting Customer Outcomes with Respect to Churn, Conversion and Delinquency Probability
    Sanjay Bapna, Morgan State University
    Gregory Ramsey, Morgan State University    

  • Stay or Churn? Managing Churn with Usage Data
    Tingting Fan, Stern School of Business, New York University
    Sam Hui, Stern School of Business, New York University
    Eitan Muller, Stern School of Business, New York University    

  • Customers, Complaints and Corporate Profitability 
    Ke Li, Fox School of Business, Temple University
    Eric Eisenstein, Fox School of Business, Temple University
    Anthony DiBenedetto, Fox School of Business, Temple University    

  • Habit Dynamics and its Role in Predicting Customer Conversion and Attrition
    Yuping Liu-Thompkins, Old Dominion University
    Leona Tam, Old Dominion University    

  • Predicting Churn Through Prior Variety Seeking Behavior
    Alina Nastasoiu, Richard Ivey School of Business, Western University
    Neil Bendle, Richard Ivey School of Business, Western University
    Mark Vandenbosch, Richard Ivey School of Business, Western University

MobileRecapMarketing on the Move Recap


Thanks to all those who attended our Marketing on the Move conference at the end of February. It was great to have such an engaged audience for the wealth of academic content and industry insights presented. We hope you enjoyed the conference as much as we enjoyed hosting you here at Wharton. Presentation slides are available here and check out some photos from the conference here


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