4P Multichannel Data


Data on the 4Ps for a Multi-Channel/Multi-Brand Retailer, A Wharton Customer Analytics Initiative Research Opportunity, Webcast 27 Sep 2012 12 Noon US East Coast time

Data on the “4Ps” for a Multi-Channel/Multi-Brand Retailer

A Research Opportunity from the Wharton Customer Analytics Initiative

Thursday, September 27th

Noon-1 Eastern Time

The Wharton Customer Analytics Initiative is pleased to announce a truly unique and comprehensive new data set from a major multi-channel, multi-brand specialty retailer that describes the relationship between the retailer and its customers across all of the “4Ps”. The data describes the purchases made by 75,000 customers over a two-year period. In addition to transactions, the data describes the online and offline direct marketing communications received by each of these customers, giving researchers the opportunity to explore the relative effectiveness of advertising across marketing channels (i.e., advertising attribution). The data includes detailed information about product attributes including prices, as well as online product reviews provided by customers, allowing researchers to explore the relationship between product attributes and sales. The data also identifies the store where each purchase was made (including online) allowing researchers to investigate cannibalization between stores and channels. Because all of this information is provided longitudinally for all 75,000 customers, the data set also provides opportunities to explore issues related to customer loyalty and lifetime value. The sponsor of this project seeks cutting-edge, practical solutions to a variety of problems including advertising attribution, measuring retail saturation and product merchandising. To learn more about the data and business context, interested faculty and doctoral students can attend a live webinar on September 27 at Noon Eastern time. During the webinar, details of the data will be described and executives from the project sponsor will be available for Q&A. The webinar will also be archived for those who can’t attend live. After the webinar, interested researchers can submit proposals to wcai-research@wharton.upenn.edu by October 18 to receive access to the data. Proposals will be evaluated based on their potential for academic contribution and the researcher’s ability to address issues of strategic importance to the program sponsor. Register for the webinar at


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