Featured Research Opportunity
WCAI is pleased to announce our research opportunity for February 6, 2013, an analysis of Coaltion Loyalty Programs. The sponsor will provide a comprehensive, anonymized data set describing 14,000 accounts, their transactions histories within or outside the Network, and their reward redemptions. The data set also includes specific transactions at the cardholder level, enabling deeper analysis than typically only available at the household level.
The sponsor is interested in finding better ways to marketing to their customers to encourage them to use the card, understanding better how the rewards program affects consumer behavior, and gauging the relative value of partners within the network and the value of the loyalty program itself. Read more...
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
Our Faculty
Peter S. Fader
Frances and Pei-Yuan Chia Professor; Professor of Marketing; Co-Director, Wharton Interactive Media Initiative
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Eric T. Bradlow
The K.P. Chao Professor; Professor of Marketing, Statistics, and Education; Co-Director, Wharton Interactive Media Initiative; Vice-Dean, Wharton Doctoral Programs
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Research
WCAI is the preeminent academic research center worldwide focusing on the application of customer analytics to business problems. The goal of WCAI research is to develop rigorous answers to important questions using customer-level data and to develop advanced analytical methods that can be used by firms to drive better decision making.
“The Research Opportunity Process has been a terrific way to learn about current problems facing the business community, and how they can perhaps be cracked using state-of-the-art modeling techniques. One of their recent projects has served as a focal point for discussions among the doctoral students I work with, helped focus our thinking on what real-world data look like, and how to leverage them to gain insight into firms' marketing activities. Often, academic data sets come pre-sanitized, and we are just trying to improve predictive accuracy by a hair over prior work. [WCAI] projects are a far cry from such an enterprise, and you feel like you are working with the same, complex problems the business community struggles with every day.”
- Fred Feinberg, Professor of Marketing, University of Michigan Ross School of Business
