THE POWER OF CONJOINT ANALYSIS TO PREDICT CUSTOMER BEHAVIOR
On demand webinar and other resources
In this 60 min webinar, Dr. Chris Chapman, Principal Quantitative Research Lead at Google and Professor Eric Bradlow, Vice Dean, Analytics at Wharton and GBK Collective Co-Founder share best practices to apply Conjoint Analysis and Discrete Choice Modeling to address real-world business situations including:
How to optimize product and marketing decisions
How to accurately predict what features, functionality and pricing are important to customers
Common mistakes that companies make when applying DCM/conjoint analysis
How to predict and stay ahead of competitive responses, while making the right decisions faster
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Additional resources on conjoint analysis:
A 'wish list' for conjoint analysis (paper by Professor Eric Bradlow):
About Our Presenters
Dr. Chris Chapman, Principal Quantitative UX Researcher with Google
Dr. Chris Chapman is a Principal Quantitative Experience Researcher with Google. He leads strategic research for the Chrome OS platform, and consults across the company on quantitative marketing research projects. Outside Google, Chris has served as President of the American Marketing Association's Marketing Insights Council, twice chaired the AMA Advanced Research Techniques conference, and is the author of the textbook, R for Marketing Research and Analytics, with Elea McDonnell Feit. A native of Tulsa, Chris is a former clinical psychologist with degrees from Harvard, the University of Texas, and the University of Tulsa. Prior to joining Google in 2012, Chris was a senior researcher for 11 years at Microsoft.
Professor Eric Bradlow, Vice Dean of Analytics at the Wharton School, and Co-Founder, GBK Collective
Professor Eric T. Bradlow is the Vice Dean of Analytics at Wharton, Chair of Marketing Department, and KP Chao Professor of Marketing, Statistics and Education. He is also the Chief Research Officer and Co-Founder of GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy. An applied statistician, Professor Bradlow uses high-powered statistical models to solve problems on everything from Internet search engines to product assortment issues. Professor Bradlow earned his PhD and Master's degrees in Mathematical Statistics from Harvard University and his BS in Economics from the University of Pennsylvania.
ABOUT GBK Collective
Born from academics. Enlightened by data-driven research and analytics. Guided by expertise and experience. GBK Collective is a leading marketing strategy and analytics consultancy built to help clients solve complex marketing challenges. Co-founded by the Vice Dean of Analytics and Chair of Wharton’s Marketing Department, GBK applies industry leading academic expertise and real-world corporate experience to every project with clients to deliver practical and actionable solutions to real issues. For more information, please visit www.gbkcollective.com.