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Webinar: CLUMPINESS AND HOW IT CAN MAKE FIRMS RICH
Led By:  Eric Bradlow, K.P. Chao Professor; Professor of Marketing, Statistics and Education; Vice-Dean and Director of Wharton Doctoral Programs; Co-Director of the Wharton Customer Analytics Initiative
Tuesday, October 8, 2013

Wharton Alumni Relations is excited to bring you the next faculty webinar offered to our Wharton alumni community. Through September 19, registration will be open EXCLUSIVELY to members of the Wharton Global Clubs Network. If you are not already a member of our club, we encourage you to join the club and take advantage of this valuable benefit.

Register Online
Date: Tuesday, October 8, 2013
Time: 9:00am - 10:00am PST
Cost: No cost for WCNC Members.  A link to the webinar will be sent to all registrants 24 hours prior to the webinar.

About this session:
Clumpiness and How it Can Make Firms Rich
Customer lifetime value, predictive analytics, and big data are “all the rage.” One of the most famous ways in which all three of these techniques are brought into marketing practice, and has been for 40+ years, is the concept of RFM segmentation. R = how recently the customer bought, F = how frequently they buy, and M = monetary value, with a customer that is high on all three being scored as “the best.” In this research, Professor Bradlow will demonstrate a very important missing letter, C = clumpiness. That is, digital and online consumption of products has led to “consumer binging” which will be shown to be highly predictive of customer value. Examples using data from Hulu, Ebay, Amazon, and more traditional brick-and-mortar retailers will be described.