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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:


  • 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.