November 8, 2017 | Langham Hotel, 250 Franklin St, Boston, MA 02110
The Future of Marketing Science: New Data and Better Science
Join Professor Raghu Iyengar for his talk “The Future of Marketing Science: New Data and Better Science”. It will be a discussion on how newly available marketing data and A/B testing in the field has helped companies make better decisions. Through numerous examples drawn from collaborations with international companies, Professor Iyengar will demonstrate the power of new data and better science in the field of marketing. Before the lecture, attendees are invited to enjoy the a networking reception.
6:00 PM – 7:00 PM: Registration + Networking Reception
7:00 PM – 8:30 PM: Presentation
8:30 PM – 9:00 PM: Networking Continues
$10 for Wharton Boston of Club members – use discount code WCAIMEMBER upon registration
$25 for non-members
This event is for Penn Alumni only.*
*If you are a current student and would like to attend, please reach out to firstname.lastname@example.org
About Raghu Iyengar
Associate Professor of Marketing; and Faculty Co-Director, the Wharton Customer Analytics Initiative
Professor Raghu Iyengar’s research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. The success of such pricing mechanisms to extract consumer surplus depends on how consumers respond to different components. Methodologically, Iyengar has developed novel consumer demand models that capture the effect of multi-part pricing tariffs in a theoretically meaningful way and include contextual factors such as consumers’ uncertainty about usage. Substantively, he has shown that accounting for consumers’ uncertainty is important for firm profits especially when multi-part prices are employed. In the area of social networks, Iyengar has done work that has investigated how and why such influence may be at work. Across several studies, Iyengar has identified the underlying mechanism(s) such as awareness, social learning or social normative pressure that may be at work in different contexts. Understanding the mechanism(s) is important not only theoretically but also managerially, because which customers to target and which ties to activate using what message depends on what mechanism is at work.
Professor Iyengar’s other current research projects focus on the impact of referral coupons on consumer behavior and how changes in loyalty program requirements may change future customer behavior. His research has been published or forthcoming in Journal of Marketing Research, Marketing Science, Psychometrika, Quantitative and Marketing Economics and Experimental Economics. He serves on the Editorial Boards of Journal of Marketing Research, Marketing Science and the International Journal of Research in Marketing.
Professor Iyengar’s teaching interests are in the area of Marketing Research and Analytics. He earned his PhD and MPhil from Columbia University and his B. Tech. from IIT Kanpur, India.