The Wharton Club of the UK presents an evening of counter-intuitive insight with Raghu Iyengar, Professor of Marketing, as he details how social networking data is being used to drastically improve drug sales at a large pharmaceutical company.
Join Professor Iyengar as he explains how exactly social networks are analysed for treasured data in order to drive sales. Applications of his work on "network analytics" is also currently being employed by several consumer-facing start-ups to drive sales growth.
Tuesday, November 10, 2015
6:30 PM for 7:00PM start
About 1 hr presentation and Q&A followed by Wine and Canape Reception. Optionally dinner with the Professor to be arranged for those interested.
Mayfair Location (Note: Address will be sent via email to all registered guests 24-48 hours prior to the event.)
Members' Guest: £20/pp
About Raghu Iyengar:
Professor Raghu Iyengar's research investigates social networks using data analytics and how consumers respond to nonlinear pricing schemes." Recently, Iyengar considered the impact of nonlinear pricing schemes within wireless services and modelled how consumers learn about their own consumption as well as the quality of a service provider. He found that both quality and quantity learning are important factors of the model and this dual learning, in turn, affects consumers' choice of service plans and consumption of minutes. He also found that that about 90 percent of quality learning takes place within the first five service encounters. This suggests that the first few service encounters are critical for firms as consumers rapidly form beliefs about the quality of a firm's service from these first impressions.
Professor Iyengar's other current research projects focus on optimal design of nonlinear pricing schemes using conjoint analysis, semiparametric methods for modelling heterogeneity, and structural models of social networks. His research has been published or forthcoming in Journal of Marketing Research, Marketing Science, Psychometrika, Quantitative and Marketing Economics and Experimental Economics.
Professor Iyengar's teaching interests are in the area of Marketing Research. He earned his PhD and MPhil from Columbia University and his B. Tech. from IIT Kanpur, India.