Analytics Accelerator Case Study Sweet Solutions to Advertising Questions 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 techniques…Read More
Advertising, Marketing, & Media
Students Analyze Ferrero’s Advertising Spend Data to Help Improve ROI
Nikki Bowser, WG’21, and Erin Breland, head of global business intelligence and analytics at Ferrero, discuss the Wharton Analytics Accelerator project Nikki’s student team pursued. The students looked at Ferrero’s TV product advertising across all markets to see if they could improve ROI.…Read More
Principal Stratification for Advertising Experiments
Analytics at Wharton Research Principal Stratification for Advertising Experiments Advertising experiments often suffer from noisy responses making precise estimation of the average treatment effect (ATE) and evaluating ROI difficult. We develop a principal stratification model that improves the precision of the ATE by dividing the customers into three strata --…Read More
Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments
Analytics at Wharton Research Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments Firms using online advertising regularly run experiments with multiple versions of their ads since they are uncertain about which ones are most effective. Within a campaign, firms try to adapt to intermediate results of their tests, optimizing…Read More
Measuring Multi-Channel Advertising Response
Analytics at Wharton Research Measuring Multi-Channel Advertising Response Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely due to concerns that advertisers target customers with a higher propensity to buy or increase advertising during periods of peak demand. We…Read More
Bayesian Imputation for Anonymous Visits in CRM Data
Analytics at Wharton Research Bayesian Imputation for Anonymous Visits in CRM Data Targeting individual consumers has become a hallmark of direct and digital marketing, particularly as it has become easier to identify customers as they interact repeatedly with a company. However, across a wide variety of contexts and tracking technologies,…Read More
Aggregation Bias in Sponsored Search Data: The Curse and The Cure
Analytics at Wharton Research Aggregation Bias in Sponsored Search Data: The Curse and The Cure There has been significant recent interest in studying consumer behavior in sponsored search advertising (SSA). Researchers have typically used daily data from search engines containing measures such as average bid, average ad position, total impressions,…Read More