Understanding, Expanding, and Predicting Customer Engagement
AI and Analytics for Business is excited to announce a unique dataset from an International Beauty Retailer that allows for an unprecedented view into how customers’ relationships with a retail brand evolve.
This dataset contains comprehensive customer interaction information for 85,000 randomly selected customers and prospects from 6 different countries, and includes:
- complete purchase history, tied to individual customers, including offline & online
- direct mail and email campaigns, addressable to customers, including creatives
- detailed product hierarchy and store details, including openings & closing
- responses to customer satisfaction survey
- complete customer data for 2 full years
The research sponsor sells a unique, exclusive line of beauty products and their ideal customer develops a strong loyalty to particular products or lines of products. This anonymized data will be provided by competitive proposal to 6-10 research teams who want to study these problems (or any others related to the sponsor’s business).
Through this Research Opportunity, the sponsor wishes to better understand:
- what makes customers “fall in love” with their products
- ways to expand the relationship by encouraging customers to purchase a broader range of products
- how direct marketing and promotion affects the evolution of the relationship
- how to predict when the relationship is in danger of ending
- methods to recruit and develop more valuable prospective customers
Note: This Research Opportunity is closed for proposal submissions.
Research Teams
GRANTEES OF THE DATA:
FALLING IN LOVE WITH A BRAND: MULTI-CHANNEL ATTRIBUTION AND INTERDEPENDENCIES BEYOND PURCHASE INCIDENCES
Panagiotis Adamopoulos, New York University
Anindya Ghose, New York University
Param Vir Singh, Carnegie Mellon University
Vilma Todri, New York University
UNDERSTANDING HOW A CAMPAIGN’S CREATIVE, OFFER AND TIMING AFFECT “LOVE” AND PURCHASING
Elea McDonnell Feit, Drexel University
Anand Bodapati, UCLA
THE ROLE OF CUSTOMER LEARNING IN ATTRIBUTION MODELING
Andre Bonfrer, Australian National University
Pradeep Chintagunta, University of Chicago
Nico Neumann, Anomaly/IPG Mediabrands
Customer value beyond cash flow: Harbingers of success and failure
Eric Anderson, Northwestern University
Blakely McShane, Northwestern University
Chaoqun Chen, Northwestern University
CONSUMER LEARNING AND PRODUCT VARIETY IN MULTIPLE CATEGORIES: AN EMPIRICAL EXAMINATION
Jialie Chen, Cornell University
Young-Hoon Park, Cornell University
TARGETED MARKETING AND PURCHASING BREADTH
Nathan Fong, Temple University
CURATING CUSTOMER RELATIONSHIP TRAJECTORIES: HOW FIRMS CAN MEASURE AND AFFECT HOW CUSTOMERS EVOLVE IN A NON-CONTRACTUAL SETTING
Arun Gopalakrishnan, The Wharton School
HOW DO THEY MIGRATE FROM THE OLD TO THE NEW? UNDERSTANDING CONSUMERS’ ADOPTION BEHAVIORS ACROSS PRODUCT GENERATIONS
Zhengrui Jiang, Iowa State University
Dipak Jain, INSEAD
A MULTICHANNEL AND CROSS-SELLING APPROACH TO IMPROVE CUSTOMER ENGAGEMENT AND MAXIMIZE CUSTOMER LIFETIME VALUE
Wenyu Jiao, ESSEC Business School
Nicolas Glady, ESSEC Business School
ESTIMATING THE EFFECT OF PROMOTIONS ON CUSTOMER RETENTION AND PRODUCT SPILLOVERS: A REGRESSION DISCONTINUITY APPROACH
Sridhar Moorthy, University of Toronto
Matthew Osborne, University of Toronto
THE SHORT-TERM AND LONG-TERM EFFECTS OF PRODUCT REPLACEMENT AND MARKETING COMMUNICATIONS IN CUSTOMER RELATIONSHIPS
Nicolas Padilla, Columbia University
Eva Ascarza, Columbia University
Oded Netzer, Columbia University
THAT’S THE WAY BRAND LOVE GROWS: ROLE OF CUSTOMER ENGAGEMENT ACROSS MARKETS
Shuba Srinivasan, Boston University
Albert Valenti, Boston University
Koen Pauwels, Ozyegin University
CRAZY IN LOVE WITH THE DEALER, OR JUST WITH THE DEALER’S DEALS? THE DIFFERENTIAL SHORT-TERM AND LONG-TERM EFFECTS OF PRICE PROMOTIONS ON CUSTOMER ENGAGEMENT
Lena Steinhoff, University of Paderborn
Ina Garnefeld, University of Wuppertal
Lena Feider, University of Wuppertal