WCAI NYC Alumni Event
Wharton Customer Analytics Initiative (WCAI)
Join WCAI Senior Fellow and Marketing Professor, Raghu Iyengar at the Penn Club in New York City for an alumni networking event.
Professor Iyengar's talk will focus on marketing field experiments and the power of A/B testing when it comes to measuring impact.
March 7, 2017
6:00PM – 6:30PM: Registration
6:30PM – 7:30PM: Presentation
7:30PM – 9:00PM: Networking Portion
Penn Club of New York
30 W 44th Street
New York, NY 10036
Click here to register
More about Professor Iyengar's presentation:
In recent years, firms have begun tailoring their offers to engage customers. Such customization can be expensive and hence it is important to assess its benefit. Professor Iyengar will talk about the usefulness of A/B testing for validating the impact of marketing actions. Across different marketing contexts, he shows that field experiments provide a way of determining the intended and, the more surprising, unintended consequences of marketing actions. The results from such experiments also provide guidelines on how marketing actions should be customized to enhance the overall revenue from customers.