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
Modeling Mobile Customer Behavior
The Wharton Customer Analytics Initiative awarded grants to 10 empirically-oriented research proposals that will offer substantive insights about mobile customer behavior while also advancing marketing science and practice. No one can deny the explosive impact that mobile devices have had on consumers, managers, public policy officials and other kinds of decision makers. This dramatic growth in mobile activities has led, quite naturally, to a corresponding torrent of granular data that capture these behaviors.
Several themes emerged in the winning proposals including: the relationship between customer location and promotion effectiveness, mobile platforms as a tool for studying social networks, understating app usage patterns both within and across users, protecting mobile user privacy and measuring the impact of mobile on traditional media consumption.
View presentations from the related conference.
View MSI's published conference report.
Media coverage:
Awardees:
- Assessing the Effectiveness of Mobile Phone Promotions
Download the conference presentation, and view the video.
Peter Danaher, Monash University
Tracey Dagger, Monash University
Mike Smith, Melbourne Business School
Kulan Rangasinge, Melbourne Business School - The Dynamics of Mobile App Usage
Tingting Fan, New York University
Eitan Muller, New York University
Peter Golder, Dartmouth College - Churn and Social Neighbors in Mobile Communications
Pedro Ferreira, Carnegie Mellon University
Rahul Telang, Carnegie Mellon University - The De-Anonymization of Consumer Networks using Wireless and Wired Call Detail Data
Shawndra Hill, The Wharton School of the University of Pennsylvania
Tina Eliassi-Rad, Rutgers University
Keith Henderson, Lawrence Livermore National Laboratory
Chris Volinsky, AT&T - The Effects of Mobile Internet on Media Consumption
Elisabeth Honka, University of Chicago
Pradeep Chintagunta, University of Chicago - Mobile Game Download under Handsets Upgrade and Data Plan Choice
Sang-Uk Jung, University of Iowa - Mobile Marketing: The Persuasive Impact of Real-Time Reviews
Download the conference presentation, and view the video.
Nicholas Lurie, Georgia Institute of Technology
Sam Ransbotham, Boston College - Geo-Social Targeting for Privacy-friendly Mobile Advertising
Download the conference presentation, and view the video.
David Martens, University of Antwerp
Foster Provost, New York University
Alan Murray, Coriolis Labs - Modeling Purchase Decisions in a Mobile Network - Unobserved Homophily or Social Influence?
Liye Ma, Carnegie Mellon University
Alan Montgomery, Carnegie Mellon University
Ramayya Krishnan, Carnegie Mellon University - The Impact of Geographical Distance and Product Characteristics on Mobile Consumers' Coupon Choice Behavior
Download the conference presentation, and view the video.
(Read the resulting paper here.)
Martin Spann, LMU Munich
Dominik Molitor, LMU Munich
Philipp Reichhart, LMU Munich
Select researchers presented their work at a conference at Wharton in February 2012 and working papers resulting from these projects will be included in the WCAI Research Paper Series. The review team, which consisted of Eric T. Bradlow, Peter S. Fader, Elea McDonnell Feit, Anindya Ghose, and Jacob Goldenberg, would like to thank all those who submitted proposals.
