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Display and Search Advertising

WCAI Research Opportunity sponsored by Organic, May 2010

    View the webinar pdf *

In 2010-2011, WCAI worked closely with Organic, a digital ad agency owned by WCAI Corporate Partner Omnicom Group, to sponsor a set of research projects focusing on Online Advertising Effectiveness. This project was the inaugural WCAI Research Opportunity, an innovative process for fostering academic-industry research which helps companies understand their own business issues more deeply and benefit from the insights of top faculty from marketing, computer science, information systems and statistics.

Media Coverage:

Grantees of the Organic data:

  • Modeling and Examining the Interdependence Between Search and Display Advertising
    Sang Hee Bae, New York University
    Anindya Ghose, New York University
    Avi Goldfarb, University of Toronto
  • Direct and Indirect Effects of Online Advertising Campaigns
    WCAI Case Study On Ad Effectiveness
    (based on Moe/Braun project)
    (Read the resulting research paper.)
    Michael Braun, MIT Sloan School
    Wendy Moe, R. H. Smith School of Business, University of Maryland
  • Measuring the Effect of Online Advertising on the Conversion Funnel
    Vibhanshu Abhishek The Wharton School, University of Pennsylvania
    Kartik Hosanagar, The Wharton School, University of Pennsylvania
  • The Relative Effects of Online Advertising, Online Reviews and Traditional Advertising on Online Consumer Behavior
    Gerard J Tellis, University of Southern California
    Abhishek Borah, University of Southern California
  • Modeling the Dynamics of Consumer Behavior in Online Advertising
    Jie Zhang, The University of Texas at Arlington
    Xueming Luo, The University of Texas at Arlington 

 *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