News AI for the C-Suite: Implementing Strategy and Change The rise of artificial intelligence (AI) is reshaping leadership priorities, requiring executives to integrate AI strategically into their organizations. Below are actionable insights drawn from leading Wharton faculty and experts to help C-suite leaders effectively implement AI strategies and navigate organizational…Read More
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Designing an AI-Ready Framework for Chief Data Officers to Maximize AI Value
On June 6th, 2024, AI at Wharton partnered with Informatica to bring dozens of industry leaders and Chief Data Analytics Officers (CDAOs) to Wharton’s campus for a collaborative brainstorming session with many of our leading AI academics. Their goal was to design a framework for companies and their CDOs to reference in order to responsibly and effectively leverage generative AI and increase value for their firms. We are thrilled to now publish the result of their combined efforts through a new white paper: “Designing an AI-Ready Data Framework for CDOs to Maximize AI Value.”…Read More
Using Purchase History to Identify Customer “Projects”
Research Opportunities Using Purchase History to Identify Customer "Projects" Whether it is gathering ingredients for a special meal or assembling the tools and supplies needed for a craft project, customers frequently purchase a collection of products that they need to complete a specific project. One might expect that when a…Read More
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program
Analytics at Wharton Research Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program While single-brand reward programs encourage customers to remain loyal to that one brand, coalition programs encourage customers to be “promiscuous” by offering points redeemable across partner stores. Despite the benefits of this “open relationship” with customers,…Read More
Identity in Charitable Giving
Analytics at Wharton Research Identity in Charitable Giving How does priming identity affect charitable giving? We show that individuals are more likely to donate when a facet of their identity associated with a norm of generosity is primed in an appeal. In large charitable giving field experiments run by the…Read More
An Integrated Model for Dynamic Brand Equity
Analytics at Wharton Research An Integrated Model for Dynamic Brand Equity This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands are simply "more…Read More
Randomized Markdowns and Online Monitoring
Analytics at Wharton Research Randomized Markdowns and Online Monitoring Online retail reduces the costs of obtaining information about a product's price and availability and of flexibly timing a purchase. Consequently, consumers can strategically time their purchases, weighing the costs of monitoring and the risk of inventory depletion against prospectively lower…Read More
Who are My Competitors? Let the Customer Decide
Analytics at Wharton Research Who are My Competitors? - Let the Customer Decide Many competitive industries find it challenging to identify their competition set, and despite the widely accepted importance of competition set to strategy development and daily operations, few data-driven approaches have been developed to address this challenge. In…Read More
An Information Stock Model of Customer Behavior in Multichannel Customer Support Services
Analytics at Wharton Research An Information Stock Model of Customer Behavior in Multichannel Customer Support Services We develop a model to understand and predict customers’ observed multichannel behavior in a customer support setting. Using individual-level data from a US-based health insurance firm, we model a customer's query frequency and choice…Read More
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