Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing | Marketing
Atlanta, GA, UNITED STATES
404-727-5275 dschweidel@emory.edu
Marketing analytics expert focused on the opportunities at the intersection of marketing and technology
Ph.D., Marketing
2006
M.Sc., Statistics
2004
B.A., Mathematics, Economics and Actuarial Mathematics
2001
Marketing Science
2022
Advances in natural language generation (NLG) have facilitated technologies such as digital voice assistants and chatbots. In this research, we demonstrate how NLG can support content marketing by using it to draft content for the landing page of a website in search engine optimization (SEO). Traditional SEO projects rely on hand-crafted content that is both time consuming and costly to produce...
Quantitative Marketing and Economics
2022
We explore the relationship between the content of political advertising on television and ad effectiveness. Specifically, we investigate how slant – the extremeness of the message –...
Journal of the Academy of Marketing Science
David A. Schweidel, Yakov Bart, J. Jeffrey Inman, Andrew T. Stephen, Barak Libai, Michelle Andrews, Ana Babić Rosario, Inyoung Chae, Zoey Chen, Daniella Kupor, Chiara Longoni & Felipe Thomaz
2022-02-19
Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers’ desire for privacy can restrict the opportunities technology provides marketers, other consumers’ desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers’ willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators.
view moreMarketing Science
2019
view moreMarketing Science
2013
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 ...
Marketing Science
2012
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 ...
Management Science
2011
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 ...
Journal of Marketing
2008
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 ...
Marketing Science
2008
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 ...
Women's Wear Daily print
2022-10-05
Such alliances inevitably have some overlap with their respective audiences, but more often than not there is the opportunity to attract new people for both sides. David Schweidel, a marketing professor at Emory University’s Goizueta Business School, said, “It goes both ways. The politician who is partnering with the designer already has their core following. But this is another way to reach a broader audience that they might not have that direct access to.”
view moreNews Nation online
2022-10-21
Emory University Marketing Professor David Schweidel has researched the effectiveness of negative political advertising and says the trend of negative ads and language goes back at least a decade. The negativity, he said, just works, and it reflects a divided country. “If I scare you, if I come out and say, ‘if you don’t do this, this is where we’re heading, it’s going to be a really bad place’ — If I can trigger that fear in you, that’s more likely to get you to act,” Schweidel said.
view moreThe New York Times online
2021-12-11
"Think of product placement as an alternative form of advertising," David Schweidel, a professor of marketing at Emory University Goizueta Business School, in Atlanta, says. In recent years, companies have been seeking out product-placement agreements more than ever, he says. The increased use of streaming platforms means viewers are seeing fewer commercials, driving companies to make greater use of product-placement deals to promote themselves.
view moreForbes online
2021-07-25
“If I’m starting to cobble together my viewing experience as a series of streaming services, I potentially don’t get exposed to traditional television advertising anymore,” Emory University marketing professor David Schweidel told Bloomberg recently. “So product placement becomes the way of cutting down the cost associated with production when you don’t have advertising to support you.”
view moreBloomberg online
2021-07-16
Whether all these deals pay off for Warner Bros. or its partners remains to be seen. Movie tie-ins can provide big benefits to sponsors, if not the studios, according to David A. Schweidel, a marketing professor at Emory University’s Goizueta Business School. The studio doesn’t reveal the terms of its arrangements. "I wouldn’t say that you can expect to draw new viewers to the movies with these partnerships,” Schweidel said in an email. “But, for the brands, these partnerships can be successful tools at attracting the attention of moviegoers.”
view moreABC News online
2021-05-17
David Schweidel, a business professor at Emory University, questioned whether consumers will be better off with the deal. “If I do decide to cut the cord and I need three to five services to get what I had before, that bill could easily approach what I was paying for cable before,” Schweidel said. “This may end up hurting consumers.”
view moreiHeartRadio online
2021-05-16
Featuring David Schweidel
view moreMorning 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?
view moreMorning 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.
view moreWXIA online
2020-12-02
Some viewers complain, but experts say negative ads drive voters to the polls.
view moreAdWeek online
2020-11-09
Two Senate seats are up for grabs, with control of Congress at stake
view moreAdWeek 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.
view moreAdWeek print
2019-05-20
Social media and television viewing make strange bedfellows.
view moreAdWeek online
2019-05-15
This isn’t the first time the platform made headlines, and it certainly won’t be the last
view moreFuturity 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.
view moreKnowledge@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.
view moreThe 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”.
view moreGPB 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.
view morephys.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.
view moreNPR 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...
view morePhysOrg 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...
view moreEmory 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”)...
view moreForbes 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...
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