Eric Bradlow and Zachery Anderson discuss the Wharton Customer Analytics Initiative (WCAI) research opportunity process and explain how some of EA’s solved some of its business problems by sharing its data with 11 teams of researchers from around the world. Using an EA dataset that described purchase, play, and upgrade data for individual players of Madden NFL over three years, the teams were able to help EA better predict future purchase behavior of players.The WCAI research process led to many other findings along the way for EA, through the project scoping, sharing data, and selecting research teams and projects and in research outcomes.
Eric T. Bradlow is chairperson of the Marketing Department, the K.P. Chao Professor, a professor of marketing, statistics, economics, and education, and faculty director of the Wharton Customer Analytics Initiative at the Wharton School of the University of Pennsylvania. His academic research interests include Bayesian modeling, statistical computing, and developing new methodology for unique data structures with application to business problems, education, and psychometrics and health outcomes. Previously, Eric was editor in chief of Marketing Science, the premier academic journal in marketing. He was recently named one of eight inaugural University of Pennsylvania Fellows, a fellow of the American Statistical Association, a fellow of the American Education Research Association, a fellow of the Wharton Risk Center, and a senior fellow of the Leonard Davis Institute for Health Economics. He is a past chair of the American Statistical Association Section on Statistics in Marketing and is a statistical fellow of Bell Labs. He was previously named DuPont Corporation’s best young researcher and has won research awards in marketing, statistics, psychology, education, and medicine. Eric holds a BS in economics from the Wharton School and an AM in mathematical statistics and a PhD in mathematical statistics from Harvard University. His personal interests include his wife, Laura, and his sons, Ethan, Zach, and Ben. He also loves sports and movies.
Zachery Anderson is the chief analytics officer and senior vice president at Electronic Arts (EA), the world’s largest video game company, where he’s responsible for leading consumer insights, UX research, data science, studio analytics, and marketing analytics. His team uses in-game behavioral data, traditional consumer research, lab work, and online advertising data to provoke and inspire EA’s development and marketing teams to think and act “player first.” Previously, Zachery was head of consulting and modeling for the PIN Group at J.D. Power and Associates, corporate economist at Nissan North America, and economist at investment company Fremont Group. Zachery’s work has been highlighted in the Harvard Business Review and MIT Sloan Management Review and has won many awards, including the INFORMS Marketing Science Practice Prize. While at Nissan, he was recognized by the US Federal Reserve for the best industry forecast. He’s a member of the University of California Master of Science in Business Analytics Industry Advisory Board. Zachery holds an undergraduate degree in political science and communications from Southern Illinois University and a graduate degree in economics and political science from UCLA, where he studied game theory with Nobel Prize winner Lloyd Shapley.
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