David A. Schweidel is Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business.
Schweidel is an expert in the areas of customer relationship management and social media analytics. His research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. His research has garnered numerous awards, including the Gaumnitz Junior Faculty Research Award from the Wisconsin School of Business and the Marketing Science Institute’s Buzzell Award. He has been recognized as a leading scholar by the Marketing Science Institute’s Young Scholar and Scholar programs, and by Poets and Quant’s “Top 40 Under 40.” Based on his research, he has consulted for companies including EBay, HP Labs and General Motors.
Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies.
Areas of Expertise (6)
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 (5)
Does negative political advertising actually work?
The study "A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns," which will be published in the June edition of INFORMS journal Marketing Science, is co-authored by Yanwen Wang of the University of British Columbia in Vancouver; Michael Lewis of Emory University in Atlanta; and David A. Schweidel of Georgetown University in Washington, D.C.
Encouraging TV Binge Watching May Backfire On Advertisers
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...
Statistical model uses transaction attributes to better target marketing resources
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...
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”)...
Synergy Or Interference? How Product Placement In TV Shows Affects The Commercial-Break Audience
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...