WIMI Digital Data Webinar
Introduction
Wharton Interactive Media Initiative Webinar to discuss a digital data research opportunity, 2-3p 21 May 2010 (US East Coast time)
: : : Posting
Wharton Interactive Media Initiative Research Opportunity
The Wharton Interactive Media Initiative (WIMI) invites interested faculty and doctoral students to attend our first research opportunity webinar on Friday, May 21st.
During the webinar, Organic (), a leading digital communications agency and a WIMI Corporate Partner, will describe a data set they have provided that tracks digital advertising beyond click-through to consumers’ conversion at an advertiser’s website. A complete three-month sequence of ad exposures, click-throughs and conversions is available for each of nearly 2,000 web users. Questions of interest to Organic include: “How should a successful conversion be attributed back to the different ads a user saw?” “Is seeing an ad on a particular advertising site (or sequence of sites) more likely to result in conversion?” “What is the relative contribution of display advertising versus search advertising to ultimate conversion?” “How quickly does the effect of an ad decay?” And, ultimately, “how should digital advertising campaigns be structured to maximize conversion?” The available data will be described in detail during the webinar and participants are encouraged to ask questions. After the webinar, interested researchers will be invited to submit proposals to WIMI to gain access to this data for research purposes. Data can be in your hand by the end of May and funding may be available for research support.
To learn more about Organic, their data, and their research questions, all interested faculty and doctoral students can attend the webinar from 2-3 Eastern / 11-12 Pacific on Friday May 21st by registering at
If you can not attend the webinar but are interested in learning more about this research opportunity, please contact WIMI’s Research Director, Elea McDonnell Feit (efeit@wharton.upenn.edu).
Eric T. Bradlow
The K.P. Chao Professor
Professor of Marketing, Statistics, and Education
Co-Director, Wharton Interactive Media Initiative
Vice-Dean, Wharton Doctoral Programs
Statistics, and Education; Co-Director, Wharton Interactive Media Initiative; Vice-Dean, Wharton Doctoral Programs
Peter S. Fader
Frances and Pei-Yuan Chia Professor
Professor of Marketing
Co-Director, Wharton Interactive Media Initiative
Elea McDonnell Feit
Research Director, Wharton Interactive Media Initiative