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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

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

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

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

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

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

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

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

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

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