Advertising, Marketing, & Media

When More Data Isn’t Better: Rethinking Granularity in Marketing Analytics

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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

Building Marketing Mix Models with Google Pixel Data Using Meridian

Marketing Mix

University of Pennsylvania students partnered with Google during the Fall 2025 AI & Analytics Accelerator to analyze the impact of the company’s marketing investments. The team explored how different channels contribute to Pixel activations, focusing on uncovering causal relationships rather than relying solely on predictive accuracy.…Read More

License‑Level Demand Forecasting for Spencer’s & Spirit Halloween

Spencer's Image

University of Penn students partnered with RxSense for the Spring 2025 AI & Analytics Accelerator. The group worked to to develop a forecasting model to predict drug utilization trends for 2025, enabling RxSense’s clients—pharmacy benefit managers (PBMs) and health plans—to more effectively budget for and manage pharmacy costs. …Read More

Worlds Collide: Neuroscience and Marketing Meet in the Classroom

Visual Marketing Lab

Wharton Professors Barbara Kahn and Elizabeth “Zab” Johnson wanted their students to have a modern approach to understanding consumer behavior in an increasingly digital world. So, they created MKTG 239/739: Visual Marketing, which combines the principles of visual neuroscience with the practical applications of marketing. But the innovative pedagogy doesn’t stop there. …Read More

Case Studies at a Glance: McDonald’s

Analytics Accelerator Case Study Case Studies at a Glance: McDonald's About the Analytics Accelerator Every fall and spring semester, Analytics at Wharton hosts the Analytics Accelerator, an experiential learning program that pairs students with a company to solve a real-world business problem using the company’s actual datasets and the latest…Read More

Automated Marketing Research Using Online Customer Reviews

Analytics at Wharton Research Automated Marketing Research Using Online Customer Reviews Market structure analysis is a basic pillar of marketing research. Classic challenges in marketing such as pricing, campaign management, brand positioning, and new product development are rooted in an analysis of product substitutes and complements inferred from market structure.…Read More