David Schweidel 
Professor of Marketing | Emory University, Goizueta Business School
Atlanta, GA, UNITED STATES
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Biography
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 (9)
Customer Analysis
Political Marketing
Statistical Analysis
Customer Relationship Management
Customer Valuation
Social Media
Marketing Intelligence
Analytics and Big Data
Data & Analytics
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
In the News (16)
Sam Adams, Budweiser Join Krispy Kreme in Branded Vaccine Promo Trend
Morning Brew online
2021-04-12
If red, white, and blue-blooded beer brands feel comfortable putting out vaccine PSAs...why don’t more brands go all-in?
Would the Krispy Kreme Vaccine Card Promo Work for Your Brand?
Morning Brew online
2021-03-24
If much of your customer base has political views against vaccination, a vaccine card promo could hurt brand trust more than help it.
Why do negative political ads work?
WXIA online
2020-12-02
Some viewers complain, but experts say negative ads drive voters to the polls.
Runoff Elections in Georgia Expected to Spur Unprecedented Ad Spend Blitz
AdWeek online
2020-11-09
Two Senate seats are up for grabs, with control of Congress at stake
How Privacy Regulations Will Push Brands to Target Smaller, More Dedicated Groups of Consumers
AdWeek online
2019-08-20
The landscape is shifting quickly with regards to consumer data privacy. GDPR led to fines being levied against British Airways and Marriott for data breaches. Google has also been hit with penalties under the new regulations. With a maximum penalty of 4% of a company’s global revenue, this could result in multi-billion-dollar penalties for large tech companies like Google and Facebook.
What Marketers Can Learn From Consumers’ Social Media and TV Habits
AdWeek print
2019-05-20
Social media and television viewing make strange bedfellows.
To Fix Facebook, Start With Separating the Community and Data Aspects
AdWeek online
2019-05-15
This isn’t the first time the platform made headlines, and it certainly won’t be the last
Futurity
Futurity online
2019-04-05
Marketers have feared that social media distracts viewers from commercials and minimizes their impact. But this research found the opposite. “Social shows” are more beneficial to advertisers because commercials that air in those programs generate more online shopping on the advertisers’ websites.
Factual, or Warm and Fuzzy? Why Choosing the Right Words Matters
Knowledge@Wharton online
2019-01-29
People use words to communicate what they think, feel and believe. But for social psychologists, words can do far more than convey one’s thoughts and emotions.
Republican attacks take aim at non-white congressional candidates
The Guardian online
2018-10-11
Negative campaign advertisements are as familiar in US elections as door-knocking and yard signs. But as the 2018 midterm election campaign pulls into its homestretch, Republican attacks in two congressional races happening 3,000 miles apart have triggered alarm bells for targeting non-white candidates in an apparent effort to highlight their “otherness”.
How Social Media Platforms Foster Hatred, Violence
GPB radio
2018-11-02
We spoke with David Schweidel, professor of marketing at Emory University, about the problem with social media echo chambers. In response to demands to shut down Gab after the Pittsburgh shooting, the site tweeted, "Words are not bullets and Gab isn't going anywhere." Schweidel discussed where the responsibility should lie when preventing violent hate speech online.
Does negative political advertising actually work?
phys.org online
2018-06-04
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
NPR online
2015-12-16
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
PhysOrg online
2015-08-10
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
2015-02-02
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
Forbes online
2014-09-08
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...
Publications (5)
Incorporating direct marketing activity into latent attrition models
Marketing Science2013 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 ...
Online product opinions: Incidence, evaluation, and evolution
Marketing Science2012 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 ...
Portfolio dynamics for customers of a multiservice provider
Management Science2011 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 ...
Understanding service retention within and across cohorts using limited information
Journal of Marketing2008 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 ...
A bivariate timing model of customer acquisition and retention
Marketing Science2008 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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