Photo of Eric Schwartz

Eric Schwartz

Class of 2013

Research Interests: interactive marketing, adaptive marketing experiments, customer relationship management, word-of-mouth, multi-armed bandit problems

Links: CV, Personal Website, SSRN page

Eric Schwartz is a graduating PhD student, and as of July 2013, he will be an Assistant Professor of Marketing at the Stephen M. Ross School of Business, University of Michigan. 

Eric is interested in how firms can best learn to manage their customer relationships through interactive marketing and digital media. He is a quantitative modeler and uses a range of techniques, including field experiments, Bayesian statistics, and dynamic programming. His dissertation work  addresses the problems facing marketers as they decide how to adaptively allocate their resources to test the effectiveness of their outbound marketing, and maximize profit along the way.  The work broadens this class of problems, so that marketers can now solve problems not addressable with prior methods. Nearly every outbound marketing activity (e.g., sending emails, serving display ads, customizing websites, recommending products) can be framed as adaptive experiments to “test and learn” on a continuous basis. But as these A/B/C and multivariate testing practices become more integrated into a firm’s day-to-day operations, it is more important than ever to ensure that testing is done in a profitable manner. It is no longer acceptable to merely “test and learn” with the hope of making greater profits in the future; today’s digital marketers must “earn while they learn.” 

His dissertation employs the multi-armed bandit framework to optimize complex sequential decision making problems, such as adaptive experiments. His prior  work has focused on both predicting customer behavior and understanding its drivers. That work has addressed on questions in data science (e.g., when to use which model) and interactive marketing (e.g., what drives immediate and ongoing word-of-mouth).
 

Eric received a B.A. in Mathematics and in Hispanic Studies from the College of Arts and Sciences of the University of Pennsylvania.