Choosing the right level of detail when analyzing data—whether by time, geography, or customer segment—is a daily challenge for marketing leaders. New research, by Mingyung Kim (former Wharton PhD student) and her co-dissertation advisors, Eric Bradlow, Wharton Marketing Professor and Vice Dean for AI & Analytics at Wharton, and Raghu Iyengar, Faculty Director, Innovation, Experiential Learning and Research Initiatives, introduces a practical framework for making smarter choices about data aggregation and parameter granularity, with significant implications for forecasting, pricing, and segmentation.…Read More