Photo of Eric Bradlow

Eric Bradlow

The K.P. Chao Professor

Vice Dean and Director, Wharton Doctoral Programs

Professor of Marketing, Statistics, and Education

Co-Director - Wharton Customer Analytics Initiative

Research Interests: bayesian computation, latent variable models, marketing research methods, missing data problems, psychometrics

Links: CV

Contact Information

Address: 761 Jon M. Huntsman Hall, 3730 Walnut Street
University of Pennsylvania, Philadelphia, PA 19104
Email: ebradlow@wharton.upenn.edu
Office: (215) 898-8255
Office Fax: (215) 898-2534

Overview

Professor Eric T. Bradlow is the K.P. Chao Professor, Professor of Marketing, Statistics and Education, Vice-Dean and Director of Wharton Doctoral Programs, and Co-Director of the Wharton Customer Analytics Initiative. An applied statistician, Professor Bradlow uses high-powered statistical models to solve problems on everything from Internet search engines to product assortment issues. Specifically, his research interests include Bayesian modeling, statistical computing, and developing new methodology for unique data structures with application to business problems.

Eric was recently named a fellow of the American Statistical Association, American Educational Research Association, is past chair of the American Statistical Association Section on Statistics in Marketing, past Editor-in-Chief of Marketing Science, is a past statistical fellow of Bell Labs, and worked at DuPont Corporation's Corporate Marketing and Business Research Division and the Educational Testing Service.

A prolific scholar, Professor Bradlow's research has been published in top-tier academic journals such as the Journal of the American Statistical Association, Psychometrika, Statistica Sinica, Chance, Marketing Science, Management Science, and Journal of Marketing Research. He also serves as Associate Editor for the Journal of the American Statistical Association and the Journal of Marketing Research, and is on the Editorial Boards of Marketing Letters, Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics, and the Quarterly Journal of Electronic Commerce.

Professor Bradlow has won numerous teaching awards at Wharton, including the MBA Core Curriculum teaching award, the Miller-Sherrerd MBA Core Teaching award and the Excellence in Teaching Award. His teaching interests include courses in Statistics, Marketing Research, Marketing Management and PhD Data Analysis, as well as any material related to customer analytics.

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.

Research


  • Eric Bradlow, Paul Green, Abba M. Krieger (Working), Hierarchical Bayes in Conjoint Analysis: An Application Involving Embedded Prices.
  • Eric Bradlow, David Schmittlein (Under Review), The Little Engines That Could: Modeling the Performance of World Wide Web Search Engines.  Abstract  Description
  • Leonard Lodish, Eric Bradlow, L.B Cain (Under Review), Who's #1? Accounting for Heterogeneity in Sales Force Evaluation.
  • Arun Gopalakrishnan, Eric Bradlow, Peter Fader (Under Review), A Cross-Cohort Changepoint Model for Customer-Base Analysis.  Abstract
  • Eric Schwartz, Eric Bradlow, Peter Fader (2014), Model Selection Using Database Characteristics: Developing a Classification Tree for Longitudinal Incidence Data, Marketing Science , 33 (2), 188 - 205.    Abstract
  • Eric Bradlow, Bradlow Clumpiness Spreadsheet  
  • Elea McDonnell Feit, Pengyuan Wang, Eric Bradlow, Peter Fader (2013), Fusing Aggregate and Disaggregate Data with an Application to Multiplatform Media Consumption , Journal of Marketing Research, 50, 348 - 364.    Abstract
  • Valeria Stourm, Eric Bradlow, Peter Fader (Under Revision), Stockpiling in Linear Loyalty Programs.  Abstract
  • Blakeley McShane, Eric Bradlow, Jonah Berger (2012), Visual Influence and Social Groups, Journal of Marketing Research, XLIX, 854 - 871.    Abstract
  • Pengyuan Wang, Eric Bradlow, Ed George (Under Review), Marketing Meta-Analyses Using Information Reweighting.  
  • David Schweidel, Eric Bradlow, Peter Fader (2011), Portfolio Dynamics for Customers of a Multi-Service Provider, Management Science, 57 (3), 471-486    Abstract
  • Andres Musalem, Marcelo Olivares, Eric Bradlow, Christian Terwiesch, Daniel Corsten (2010), Structural Estimation of the Effect of Out-of-Stocks, Management Science, 56 (7), 1180 - 1197.    Abstract
  • Pierre Chandon, J. Wesley Hutchinson, Eric Bradlow, Scott Young (2009), Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase, Journal of Marketing  Abstract
  • Howard Kunreuther, Gabriel Silvasi, Eric Bradlow, Dylan Small (2009), Bayesian Analysis of Deterministic and Stochastic Prisoner's Dilemma Games, Judgment and Decision Making, 4 (5), 363 - 384.  Abstract
  • David Schweidel, Peter Fader, Eric Bradlow (2009), Modeling Retention Within and Across Cohorts in Contractual Relationships, Journal of Marketing    Abstract
  • Schweidel, D.S., Fader, P.S, Eric Bradlow (2009), A Bivariate Timing Model of Customer Acquisition and Retention, Marketing Science    Abstract
  • Min Ding, Young-Hoon Park, Eric Bradlow (2009), Barter Markets, Management Science    Abstract
  • Kaufman-Scarborough, C., Morrin, M., Petro, G., Eric Bradlow (Under Review), Improving the Crystal Ball: Consumer Consensus and Retail Prediction Markets.    Abstract
  • Sam Hui, Peter Fader, Eric Bradlow (2009), Path Data in Marketing: An Integrative Framework and Prospectus for Model-Building, Marketing Science, 28 (2), 320-335    Abstract
  • Sam Hui, Eric Bradlow, Peter Fader (2009), Testing Behavioral Hypotheses using an Integrated Model of Grocery Store Shopping Paths, Journal of Consumer Research, 36 (3), 478-493.    Abstract
  • Sam Hui, Peter Fader, Eric Bradlow (2009), The Traveling Salesman Goes Shopping: The Systematic Deviations of Grocery Paths from TSP-Optimality, Marketing Science, 28 (3), 566-572    Abstract
  • David Schweidel, Peter Fader, Eric Bradlow (2008), A Bivariate Timing Model of Customer Acquisition and Retention, Marketing Science, 27 (5), 829–843.    Abstract
  • Eric Bradlow, Shane T. Jensen, Justin Wolfers, Abraham J. Wyner (2008), A statistical look at Roger Clemens' pitching career, Chance, 21, 24 - 30.  
  • Blake McShane, Moshe Adrian, Eric Bradlow, Peter Fader (2008), Count Models Based on Weibull Interarrival Times, Journal of Business and Economic Statistics, 26 (3), 369-378    Abstract
  • Musalem, Andres, Eric Bradlow, Jagmohan Raju (2008), Bayesian Estimation of Random-Coefficients Choice Models using Aggregate Data, Journal of Applied Econometrics, To appear.    Abstract
  • Eric Bradlow, Shane T. Jensen, Justin Wolfers, Abraham J. Wyner (2008), Report Backing Clemens Chooses Its Facts Carefully, New York Times  
  • Oded Netzer, Olivier Toubia, Eric Bradlow, Ely Dahan, Theodoros Evgeniou, Fred Feinberg, Elea McDonnell Feit, Sam K. Hui, Joseph Johnson, John C. Liechty, James B. Orlin, Vithala R. Rao (2008), Beyond conjoint analysis: Advances in preference measurement, Marketing Letters, Volume 19 (Numbers 3-4), 337 - 354. doi: 10.1007/s11002-008-9046-1.
  • David Schweidel, Peter Fader, Eric Bradlow (2008), Modeling Service Retention Within and Across Cohorts under Limited Information, Journal of Marketing, 72 (1), 82-94    Abstract
  • Pierre Chandon, J. Wesley Hutchinson, Eric Bradlow, Scott Young (2007), Measuring Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data, In Visual Marketing: From Attention to Action, eds., Michel Wedel and Rik Peters
  • Michael Braun, Peter Fader, Eric Bradlow, Howard Kunreuther (2006), Modeling the “Pseudodeductible” in Insurance Claims Decisions, Management Science, 52 (8), 1258 - 1272.    Abstract
  • David A. Schweidel, Eric Bradlow, Patti Williams (2006), A Feature-Based Approach to Assessing Advertisement Similarity, Journal of Marketing Research    Abstract
  • Eric Bradlow, Bart J. Bronnenberg, Gary J. Russell, Neeraj Arora, David Bell, Sri Duvvuri, Frankel Hofstede, Catarina Sismeiro, Raphael Thomadsen, Sha Yang (2005), Spatial Models in Marketing, Marketing Letters, 16 (3-4), 267 - 278.    Abstract
  • Andres Musalem, Eric Bradlow, Jagmohan Raju (2005), Who’s Got the Coupon: Estimating Consumer Preferences and Coupon Usage from Aggregate Information, Journal of Marketing Research    Abstract
  • Jeffrey Larson, Eric Bradlow, Peter Fader (2005), An Exploratory Look at Supermarket Shopping Paths, International Journal of Research in Marketing, 22 (4), 395 - 414.  
  • P.M. West, D. Ariely, S. Bellman, J. Huber, E. Johnson, J.D.C. little, David Schkade, Eric Bradlow, Barbara E. Kahn (1999), Agents to the Rescue?, , Marketing Letters.  Abstract

Awards And Honors

  • Fellow of the American Education Research Association, 2009
  • Finalist, H. Paul Root Award, Best Paper in Journal of Marketing, 2009
  • Inaugural Fellow of the University of Pennsylvania, 2009
  • Finalist, John D.C. Little Best Paper Award, 2008
  • Wharton East WEMBA Teaching Award, 2008
  • American Marketing Association EXPLOR Award, 2007
  • Wharton East WEMBA Teaching Award, 2007
  • “Goes Above and Beyond the Call of Duty” Wharton MBA Teaching Award, 2006
  • NCME Technical or Scientific Contribution to the Field of Educational Measurement: Development of Testlet Response Theory, 2006
  • Wharton East WEMBA Teaching Award, 2006
  • Wharton School, MBA Excellence in Teaching Award, 2002, 2003, 2004, 2005, 2006, 2006 Description
  • Wharton School, MBA Excellence in Teaching Award, 2003, 2004, 2005, 2006, 2006
  • Appointed Fellow of the American Statistical Association, 2005
  • Fellow of the American Statistical Association, 2005 Description
  • First recipient of The K.P. Chao Professorship, 2005 Description
  • Helen Kardon Moss Anvil Award Finalist, 2005 Description
  • Helen Kardon Moss Anvil Award Finalist, 2001-2002, 2004-2005, 2005
  • Wharton School, MBA Excellence in Teaching Award, 2005 Description
  • Finalist, Paul E. Green Award for the best paper in Journal of Marketing Research, 2004 Description
  • Wharton Undergraduate Excellence in Teaching Award, 2004, 2004
  • AERA Outstanding Reviewer, 2003
  • AERA Outstanding Reviewer, 2003 Description
  • Wharton West WEMBA Teaching Award, 2003 Description
  • Miller-Sherrerd MBA Core Teaching Award, 2002 Description
  • Invited Speaker and Spokesperson for ???, national mathematics high school honor society, 2001 Description
  • Wharton MBA Core Curriculum Teaching Award, 2001 Description
  • Appointed Research Consultant, AT&T Bell Laboratories, 1997 Description
  • Finalist, American Statistical Association Savage Award Dissertation Prize, 1997 Description
  • E.I. DuPont de Nemours and Company young researcher award, 1992 Description
  • Harvard University Derek Bok Center for excellence in teaching, 1991 Description

In The News

Knowledge @ Wharton

Courses

Current

  • MKTG612 - Dynamic Marketing Strategy

    Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment.

    A central theme of the course is that the answer to these strategic problems varies over time depending on the stage of the product life cycle at which marketing decisions are being made. As such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as how to design optimal strategies for the launch of new products and services that arise during the introductory phase, how to maximize the acceleration of revenue during the growth phase, how to sustain and extend profitability during the mature phase, and how to manage a business during the inevitable decline phase.

    MKTG612001  ( Syllabus

    MKTG612003  ( Syllabus

    MKTG612005  ( Syllabus

  • MKTG899 - Independent Study

    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

    MKTG899118 

  • MKTG964 - Empirical Models in Marketing

    This course is designed to generate awareness and appreciation of the way several substantive topics in marketing have been studied empirically using quantitative models. This seminar reviews empirical models of marketing phenomena including consumer choice, adoption of new products, sales response to marketing mix elements, and competitive interaction. Applies methods and concepts developed in econometrics and statistics but focuses on substantive issues of model structure and interpretation, rather than on estimation techniques. Ultimately, the goals are a) to prepare students to read and understand the literature and b) to stimulate new research interests. By the end of the course, students should be familiar with the key issues and approaches in empirical marketing modeling.

    MKTG964301  ( Syllabus

  • MKTG995 - Dissertation

    MKTG995018 

Previous

  • MKTG612 - Dynamic Marketing Strategy

    Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment.

  • MKTG613 - Strategic Marketing Simulation

    Building upon Marketing 611, Marketing 613 is an intensive immersion course designed to develop skills in formulating and implementing marketing strategies for brands and businesses. The central activity will be participation in a realistic integrative product management simulation named SABRE. In SABRE, students will form management teams that oversee all critical aspects of modern product management: the design and marketing of new products, advertising budgeting and design, sales force sizing and allocation, and production planning. As in the real world, teams will compete for profitability, and the success that each team has in achieving this goal will be a major driver of the class assessment.

  • MKTG622 - Marketing Management: Strategy

    In common with Marketing 621, the primary objective of this course is to introduce you to the concepts and theories underlying marketing decision making. Marketing 622 builds upon Marketing 621 with a stronger emphasis on the strategic considerations that drive and integrate the mix. Principal topics include resource allocation, market entry/exit decisions, and competitive analysis. In addition to a mix of cases and lectures, the course relies on a comprehensive computer simulation game that helps highlight these issues and provides the class with a rich set of realistic examples for discussion and analysis. This game allows students to appreciate the real power and value of marketing concepts, develop a disciplined approach to the analysis of marketing situations, and to further enhance their abilities to communicate and interact with peers in solving problems.

  • MKTG899 - Independent Study

    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

  • MKTG995 - Dissertation

  • MKTG999 - Supervised Independent Study

    Requires written permission of instructor and the department graduate adviser.