The Wharton Customer Analytics Initiative is pleased to announce a truly unique and comprehensive new dataset 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 42,000 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 42,000 customers, the dataset 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.

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