David Schweidel - Emory University, Goizueta Business School. Atlanta, GA, US

David Schweidel David Schweidel

Goizueta Term Chair ; Caldwell Research Fellow and Associate Professor of Marketing | Emory University, Goizueta Business School

Atlanta, GA, US

Professor Schweidel's research focuses on the development and application of statistical models to understand customer behavior.



David Schweidel joined the Goizueta Business School faculty in 2012 where he is co-director of the Emory Marketing Analytics Center (EmoryMAC). His research focuses on the development and application of statistical models to understand customer behavior, specifically in the context of customer relationship management and customer valuation. His current research explores the use of social media as a means of marketing intelligence. His research has appeared in publications including Marketing Science, Management Science, Journal of Marketing Research, and Journal of Marketing. He completed his PhD at the Wharton School of the University of Pennsylvania in 2006. Prior to joining Goizueta, he was on the faculty at the University of Wisconsin-Madison School of Business. While at the Wisconsin School of Business, he received junior faculty research and teaching awards. He was invited to participate in the Marketing Science Institute's biennial Young Scholar Program in 2011 and received MSI’s best paper award in 2014. Schweidel is co-author of Social Media Intelligence and author of Profiting from the Data Economy.

Areas of Expertise (6)

Consumer Behavior Statistical Analysis Customer Relationship Management Customer Valuation Social Media Marketing Intelligence

Education (3)

The Wharton School of the University of Pennsylvania: Ph.D., Marketing 2006

The Wharton School of the University of Pennsylvania: M.Sc., Statistics 2004

University of Pennsylvania: B.A., Mathematics, Economics and Actuarial Mathematics 2001

Media Appearances (4)

Encouraging TV Binge Watching May Backfire On Advertisers

NPR  online


VEDANTAM: Well, Wendy Moe at the University of Maryland and David Schweidel at Emory University, Steve, they analyzed television binge watchers. It's actually difficult to measure whether when you're watching television you're paying attention to the ads or not. So what Moe and Schweidel did was they analyzed television binge watching on the Hulu platform. People are watching television on a computer. There are ads that show up. And they attract about 10,000 viewers - 100,000 viewing sessions. And the researchers analyzed how willing people were to engage with the ads. Here's Moe...

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Statistical model uses transaction attributes to better target marketing resources

PhysOrg  online


Braun collaborated on development of the customer valuation model with David A. Schweidel, associate professor of marketing in the Goizueta Business School at Emory University, and Eli Stein, a statistics undergraduate at Harvard University when the study was conducted and the paper written. Braun said the research is the first to identify and quantify how differences in the interactions of customers with a firm affect the long-term value of the customer relationships...

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Spring semester brings new programs, events across the university

Emory News Center  online


New books: David Schweidel, an associate professor of marketing at Goizueta Business School, looks at the present in identifying trends of the future. For example, presently, marketers have troves of data on customers. The goal for the future? Identify more ways to utilize the data in decision making (“Profiting from the Data Economy”)...

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Synergy Or Interference? How Product Placement In TV Shows Affects The Commercial-Break Audience

Forbes  online


In research just published in Marketing Science, my colleagues David Schweidel of Emory University and Natasha Foutz of the University of Virginia and I began to explore whether such synergies exist. Specifically we examined how product placement might affect the audience for subsequent ads in a number of cases. These included a perfect match, which is when the same product features in both the placement and the ad, e.g. the judges on American Idol drink Coke and then a Coke advertisement is shown in a subsequent commercial break...

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Articles (5)

Incorporating direct marketing activity into latent attrition models
Marketing Science


When defection is unobserved, latent attrition models provide useful insights about customer behavior and accurate forecasts of customer value. Yet extant models ignore direct marketing efforts. Response models incorporate the effects of direct marketing, but ...

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Online product opinions: Incidence, evaluation, and evolution
Marketing Science


Whereas recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these opinions. In this research, we empirically model the individual's decision ...

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Portfolio dynamics for customers of a multiservice provider
Management Science


Multiservice providers, such as telecommunication and financial service companies, can benefit from understanding how customers' service portfolios evolve over the course of their relationships. This can provide guidance for managerial issues such as customer ...

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Understanding service retention within and across cohorts using limited information
Journal of Marketing


Service churn and retention rates remain central as constructs in marketing activities, such as valuation of service subscribers and resource allocation. Although extant approaches have been proposed to relate service churn to external factors, such as ...

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A bivariate timing model of customer acquisition and retention
Marketing Science


Two widely recognized components, central to the calculation of customer value, are acquisition and retention propensities. However, while extant research has incorporated such components into different types of models, limited work has investigated the kinds of ...

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