Upcoming Research Activities
- Analysis of Coalition Loyalty Programs - View Now
- WCAI Announces R Library for "Buy 'Til You Die" Models - details; press coverage
- Hertz Research Opportunity grant award recipients - view the list
- PG&E Research Opportunity grant award recipients - view the list
- 4Ps Data from a Multichannel/Multibrand Retailer Research Opportunity grant award recipients - view the list
- Multinational Fast Moving Consumer Goods Research Opportunity grant award recipients - view the list
- Advertising Effectiveness grant award recipients - view the list
If you "LIKE" will you buy? New Data on Social Media Exposure and Purchase Behavior
A WCAI Research Opportunity Sponsored by a Multinational FMCG Company, May 2012
View the presentation pdf from the webinar
Over the past two years, this major multinational Fast Moving Consumer Goods ("FMCG") company has carefully collected multi-channel data for a specific product category in a Western European Country. Using household scanners, television monitors, and network card data capturing devices, the company has recorded what its panelists have bought, what they've watched on TV, their banner ad exposures, and what's been presented to them on their Facebook news feeds. The company's products can be found in all major grocery chains, and their brands have strong presence across television, online and social channels.
Grantees of the FMCG data:
- How Much is Enough? An Empirical Study of Multi-Channel Advertising Complementarities
Anna Tuchman, Stanford University
Harikesh Nair, Stanford University
Pedro Gardete, Stanford University - The Effects of Traditional and Social Media Exposures on Brand Purchase: Applications of Multi-channel Marketing Data
Lijia Xie, Temple University
Chih-Chien Chen, Temple University
Pei-Yu Chen, Temple University - Modeling the Effects of Social Media on Brand Purchases and the Interaction of Social Media with Traditional Forms of Advertising
Michael Cohen, New York University
Bryan Bollinger, New York University
Lai Jiang, New York University - The Impact of Social Media on Brand Loyalty
Yaniv Dover, Yale University
Scott Neslin, Dartmouth University - Modeling Attribution, Interdependencies, and Optimal Marketing-Mix in Multichannel Environments
Anindya Ghose, New York University
Param Singh, Carnegie Mellon University
Quan Wang, Carnegie Mellon University - Measurement of Advertising Effects in a Multi-Media Environment: The Value of Single-Source Data
Sachin Gupta, Cornell University
Sungho Park, Arizona State University - Examining the Synergetic Effects among Multi-channel Branding Campaigns
Beibei Li, New York University
Foster Provost, New York University
Ori Stitelman, media6degrees
Brian Dalessandro, media6degrees - Electronic Word-of-Mouth and Its Role in Marketing
Nicolas Glady, ESSEC Business School
Yana Ponomar'ova, ESSEC Business School
*Please note: The Research Opportunity webinars are posted here for a research-focused audience and should not be quoted, paraphrased or otherwise utilized without written permission of WCAI. Any media inquiries or requests for quotes about the projects should be directed to wcai-press@wharton.upenn.edu.
