Analytics at Wharton Research ‘Children of the HMM’: Modeling Longitudinal Customer Behavior at Hulu.Com Stand-alone marketing models are well-suited to deal with different behavioral features such as variation in transaction frequency (customer heterogeneity with latent classes), recency and attrition (“buy ‘till you die” models), and more general changes in customer…Read More
AI & Machine Learning
Bayesian Multi-Resolution Spatial Analysis with Applications to Marketing
Analytics at Wharton Research Bayesian Multi-Resolution Spatial Analysis with Applications to Marketing Marketing researchers have become increasingly interested in spatial datasets. A main challenge of analyzing spatial data is that researchers must a priori choose the size and make-up of the areal units, hence the resolution of the analysis. Analyzing…Read More
What Do People Talk About? Drivers of Immediate and Ongoing Word-of-Mouth
Analytics at Wharton Research What Do People Talk About? Drivers of Immediate and Ongoing Word-of-Mouth Word-of-mouth has impacts on diffusion and sales, but why are certain products talked about more than others, both right after consumers first experience them and in the months that follow? This paper examines how product…Read More
Customer-Base Analysis on a ‘Data Diet’: Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data
Analytics at Wharton Research Customer-Base Analysis on a 'Data Diet': Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data We address a critical question that many firms are facing in this era of "big data'': Can customer data be stored and analyzed in an easy-to-manage and scalable manner without significantly compromising…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
Portfolio Dynamics for Customers of a Multi-Service Provider
Analytics at Wharton Research Portfolio Dynamics for Customers of a Multi-Service Provider Multi-service providers, such as telecommunication and financial service companies, can benefit from understanding how customers’ service portfolios evolve over the course of their relationships. This can provide guidance for managerial issues such as customer valuation and predicting customers’…Read More
Customer-Base Analysis in a Discrete-Time Noncontractual Setting
Analytics at Wharton Research Customer-Base Analysis in a Discrete-Time Noncontractual Setting Many businesses track repeat transactions on a discrete-time basis. These include: (1) companies where transactions can only occur at fixed regular intervals, (2) firms that frequently associate transactions with specific events (e.g., a charity that records whether or not…Read More
From Business Intelligence to Competitive Intelligence: Inferring Competitive Measures Using Augmented Site-Centric Data
Analytics at Wharton Research From Business Intelligence to Competitive Intelligence: Inferring Competitive Measures Using Augmented Site-Centric Data Managers routinely seek to understand firm performance relative to the competitors. Recently competitive intelligence (CI) has emerged as an important area within business intelligence (BI) where the emphasis is on understanding and measuring…Read More
New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model
Analytics at Wharton Research New Perspectives on Customer 'Death' Using a Generalization of the Pareto/NBD Model Several researchers have proposed models of buyer behavior in noncontractual settings that assume that customers are “alive” for some period of time and then become permanently inactive. The best-known such model is the Pareto/NBD,…Read More