Join Wharton Marketing Professor and Faculty Co-Director of WCAI, Eric Bradlow, at Wharton San Francisco for our annual Alumni Event.
The event will feature a presentation from Professor Bradlow on his research about inferring individual-level behavior from aggregate data and networking opportunities.
6:00 PM – 7:00 PM: Registration + Networking
7:00 PM – 8:30 PM: Presentation
8:30 PM – 9:00 PM: Networking Continues
Who has the remote?
Television became commonplace in the 1950’s and revolutionized the way public opinion was influenced. It was, and continues to be, one of the primary mediums to reach audiences. But for marketers, it’s difficult to extract meaningful customer-level data.
As data analysis and technology develop, businesses can make better decisions informed by predicting customer behavior from individual-level data. The problem with television data — despite providers’ claims — is that it usually comes at the household or aggregate level leaving firms wondering, “who has the remote?"
In this presentation, Professor Bradlow will discuss different but related examples that provide new methods to handle data aggregation challenges:
• Data from household-level TV viewing and inferring “Who is watching the TV?”
• Data from aggregate distribution of marketing and inferring “Who got the coupon?”
• Data from multi-platform online consumption and aggregate TV ratings and inferring “Which online users are the TV watchers?”
$25 for Penn Alumni, no cost for current students (reach out to firstname.lastname@example.org for registration)
This event is for Penn Alumni and Students only.