Eric Thomas Bradlow - Vita - Wharton Faculty

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July 8th, 2016ERIC THOMAS BRADLOWWork AddressThe Wharton SchoolUniversity of Pennsylvania761 Jon M. Huntsman Hall3730 Walnut StreetHome Address128 Bleddyn RoadArdmore, PA 19003(610) 649-5061Philadelphia, PA 19104-6340(215) 898-8255Email: RD UNIVERSITYCambridge, MAPh.D. in Statistics, November 1994Cognate: Statistical Applications in Business and Marketing ResearchThesis topic: Analysis of Ordinal Survey Data with No Answer ResponsesAdvisor: Professor Alan M. ZaslavskyHARVARD UNIVERSITYA.M. in Statistics, March 1990Cambridge, MATHE WHARTON SCHOOL, UNIV. of PENNBachelor of Science in Economics, May 1988 - Major in StatisticsPhiladelphia, PATHE WHARTON SCHOOL, UNIV. of PENN Chairperson, Wharton Marketing Department, 2014 K.P. Chao Professor, Professor of Marketing, Statistics,Education and Economics (tenured), July 2015 Vice-Dean and Director, Wharton Doctoral Programs, July2009-2016 K.P. Chao Professor, Professor of Marketing, Statistics, andEducation (tenured), July 2006-2015 K.P. Chao Professor, Professor of Marketing and Statistics(tenured), July 2005-June 2006. Associate Professor of Marketing and Statistics (tenured),July 2000-June 2005 Assistant Professor of Marketing and Statistics, July 1996 –June 2000 Lecturer, Statistics Department, January 1995 – May 1996 Academic Director, Wharton Small Business Dev. Center,March 2002-June 2008 Wharton Risk Center Fellow, February 2007 Senior Fellow, Leonard Davis Institute of HealthEconomics, 2007 Co-Director, Wharton Interactive Media Initiative, March2008-December 2010 Co-Director, Wharton Customer Analytics Initiative,January 2011-Philadelphia, PA

University of Pennsylvania Fellow, 2009-2011 Fellow, Warren Center in Network and Data Sciences, PennSchool of Engineering, 2013-ResearchInterestsWorkExperience Probability models for Marketing dataApplied Bayesian modelingMissing data problemsChoice modelingStatistical models for unique data structuresGBH INSIGHTS, LLCDecember 2015Co-Founder and Chief Research Officer Business Intelligence Marketing Research Custom AnalyticsNew York, NYEDUCATIONAL TESTING SERVICEAssociate Research Scientist, September 1994 - June 1996Statistics and Psychometric Research Division Bayesian Item Response Models Testlet Models Computerized Adaptive TestingE.I. DuPONT de NEMOURS & CO.May 1991 - August 1994Statistician and Doctoral Research Fellow, CorporateMarketing and Business Research Division. Full time May1991 - September 1992 while living in Wilmington. Parttime Consultant September 1992 - August 1994 Analysis of Categorical Survey Data (MultivariateAnalysis, Logistic Regression, OLS Regression, FactorAnalysis, Bayesian Modeling, etc.) Experimental Design Consultant to Corporate Management Developed corporate metrics Implemented a new “one page trade off” gridtechniqueRENT BUREAU, LLCJune 2007Statistician, Research Fellow, and Equity Partner Address the predictive nature of monthly rentaldata on future rental behavior. Business Strategy and ConsultingWilmington, DEAtlanta, GA

INVITE MEDIA, INC [Sold to Google]August 2007- June 2010Chief Scientist Responsible for all statistical projects Targeted banner advertising using click-throughand social network data. Business Strategy and ConsultingOFFICE ARROW, INC.July 2008-July 2011Statistical and Business Consultant Responsible for improving business model forsocial networking websiteSTRATEGIC DATA CORPORATIONSeptember 1999-September 2001[Sold to Fox Media Interactive]Chief Scientist Development of targeted banner advertising engineStatistical ConsultingPhiladelphia, PAAtlanta, GASanta Monica, CABoard Memberships Wanderfly.com Passionate Research FABeetle.com Clean Slate, Inc.NOMI, INC. Academic Advisor and Statistical Consultant onPath ModelingAwards 4 time winner (1988-1991), Harvard University Derek Bok Center forexcellence in teaching E.I. DuPont de Nemours and Company young researcher award, CorporateMarketing Division, 1992 Appointed Research Consultant, AT&T Bell Laboratories, 1997 Finalist 1997 American Statistical Association Savage Award DissertationPrize 1998, 1999, 2001, 2012, 2013 Wharton MBA Core Curriculum TeachingAward 1999, 2000, 2001, 2002, 2007, 2008 Miller-Sherrerd MBA Core TeachingAward Invited Speaker and Spokesperson for μαθ, national mathematics highschool honor society, 2001 2001-2002, 2004-2005, 2006-2007, 2010-2011, 2013-2014 Helen KardonMoss Anvil Award Finalist 2003, 2004, 2005, 2006, 2013, 2014, 2015, 2016 Wharton School, MBA

ProfessionalAssociationsExcellence in Teaching Award2003 AERA Outstanding Reviewer2003 Wharton West WEMBA Teaching Award2004 Wharton School, Undergraduate Excellence in Teaching AwardFinalist, Paul E. Green Award for the best paper in Journal of MarketingResearch, 2004.Appointed Fellow of the American Statistical Association, 20052006, 2007, 2008 Wharton East WEMBA Teaching Award2006, 2007, 2008, 2011, 2012, 2014, 2015 “Goes Above and Beyond theCall of Duty” Wharton MBA Teaching Award2006 NCME Technical or Scientific Contribution to the Field ofEducational Measurement: Development of Testlet Response Theory2006, 2007 Outstanding Reviewer -- Journal of Educational and BehavioralStatistics.Winner of the 2006 Research Committee of the Society of General InternalMedicine Best Paper Award.Winner, American Marketing Association, EXPLOR Award (2007)Finalist, John D.C. Little Award (2008) for best paper in Marketing Scienceor Management ScienceAppointed Fellow of the American Education Research Association,(2009).Appointed Inaugural Fellow of the University of Pennsylvania, (2009)Finalist, H. Paul Root Award (2009), Best Paper in Journal of Marketing.Named Top-5 Business School Professor, Financial Times (2010)Finalist, Paul E. Green Award for the best paper in Journal of MarketingResearch, 2011, 2015.Finalist, Steenkamp Award for Long-Term Impact, International Journal ofResearch in Marketing, 2015.Winner, Helen Kardon Moss Anvil Award for MBA teaching.Winner, Donald Lehmann Award for Best Dissertation Paper Journal ofMarketing or Journal of Marketing Research (2016)Winner, IJRM (2016) Jan-Benedict Steenkamp Paper Award for Long-termImpact Board Member, American Marketing Association, 2013-2016.Co-Editor, Replication Corner, Marketing Letters, 2012Area Editor, Journal of Marketing Research, 2012Area Editor, Journal of the American Statistical Association, Theory andMethods, 2011 Editor-in-Chief: Marketing Science, 2008-2010 Area Editor: Marketing Science, 2006-2007. Associate Editor: Psychometrika, 2002-2007. Senior Associate Editor: Journal of Educational and Behavioral Statistics, 20022007. Associate Editor: Journal of Educational and Behavioral Statistics, 2002-2007. Associate Editor: Bayesian Analysis, 2004-

Publications inRefereedJournals1)2)3)4)5)6)7)Editorial Board: International Journal of Research in Marketing, 2007Chair, William O’Dell Award Committee, Journal of Marketing ResearchCo-Editor, Replications Corner, IJRM, 2013Editorial Board: Marketing Science, 2001- 2007Editorial Board: Journal of Marketing Research, 2004Editorial Board: Journal of Consumer Research, 2007Editorial Board: Quantitative Marketing and Economics, 2003Editorial Board: Marketing Letters, 1999Editorial Board: Quarterly Journal of Electronic Commerce, 2000- 2007Editorial Board: Journal of Marketing, 2008Associate Editor: Journal of Computational and Graphical Statistics, 1997-2003Associate Editor: Special Issue of Management Science, 2003Program Committee Chair: Princeton-Trenton Chapter ASA, 1995-1996Chance Task Force : American Statistical Association, 2001-2002Treasurer, INFORMS Society on Marketing Science, 2005Management Committee: Journal of Educational and Behavioral Statistics, 20032006.Section on Statistics in Marketing, American Statistical Association, Chair 2002,Council of Representatives 2005.Appointed National Academy of Sciences Panel Member, Food Insecurity TaskForce, 2004-2005.Appointed National Academy of Sciences Panel Member, Census Program ofEvaluations and Experiments, 2007-2008.Reviewer: Journal of the American Statistical Association, Psychometrika,Statistica Sinica, Marketing Science, Statistical Science, Journal of EducationalMeasurement, Marketing Letters, Journal of Marketing Research, Statistics inMedicine, The American Statistician, Management Science, Journal of Businessand Economic Statistics, Journal of Educational and Behavioral Statistics,Journal of Computational and Graphical Statistics, Journal of ConsumerResearch, Applied Psychological Measurement, Quantitative Marketing andEconomics, ChanceDoksum, K., Blyth, S., Bradlow, E.T., Meng, X-L., Zhao, H. (1994)“Correlation Curves as Local Measures of Variance Explained by Regression,”Journal of the American Statistical Association, Vol. 89, 426, 571-572Bradlow, E.T. (1996), “Negative Information and the Three-Parameter LogisticModel,” Journal of Educational and Behavioral Statistics, Summer, Vol. 21,Number 2, 179-185.Bradlow, E.T. (1997), “A Note on Multivariable Testing in Marketing Research or Forbes, Free Popcorn, and Experimental Design,” CHANCE, Vol. 10(2),Summer, 11-13.Bradlow, E.T. and Zaslavsky, A. M. (1997), “Case Influence Analysis inBayesian Inference,” Journal of Computational and Graphical Statistics,September, Vol. 6, 314-331.Junker, B.W. and Bradlow, E.T. (1997), Discussion of Val Johnson’s“Alternatives to GPA-based Evaluation of Student Performance,” StatisticalScience, Vol. 42, Number 4, 274-276.Bradlow, E.T. and Wainer, H. (1998), “Publication Delays in StatisticsJournals,” CHANCE, 11(1), 42-45, Lead article.Wainer, H., Palmer, S. J., and Bradlow, E.T. (1998), “A Selection of Selection

5)Anomalies,” CHANCE, 11(2), 3-7.Bradlow, E.T. and Wainer, H. (1998), “Some Statistical and LogicalConsiderations when Rescoring Tests,” Statistica Sinica, July, Vol. 8, No. 3,713-728.Bradlow, E.T. and Thomas, N. (1998), “Item Response Theory Models Appliedto Data Allowing Examinee Choice,” Journal of Educational and BehavioralStatistics, Fall, Vol. 23, No. 3, 236-243.Bradlow, E.T., Weiss, R.E., and Cho, M. (1998), “Bayesian Identification ofOutliers in Computerized Adaptive Tests,” Journal of the American StatisticalAssociation, September, Vol. 93, No. 443, 910-919.Bradlow, E.T. (1998), “Encouragement Designs: An approach to self-selectedsamples in an experimental design,” Marketing Letters, 9:4, 383-391.Bradlow, E.T. and Zaslavsky, A. M. (1999), “A Hierarchical Latent VariableModel for Ordinal Data From a Customer Satisfaction Survey with ‘NoAnswer’ Responses,” Journal of the American Statistical Association, March,Vol. 94, No. 445, 43-52.Bradlow, E.T., Wainer, H., and Wang, X. (1999), “A Bayesian Random EffectsModel for Testlets,” Psychometrika, 64, 153-168.West, P.M., Ariely, D., Bellman, S., Bradlow, E.T., Huber, J., Johnson, E.,Kahn, B., Little, J., Schkade, D. (1999), “Agents to the Rescue?” MarketingLetters, HEC Special Issue on Advances in Choice Theory, 207-240.Hoch, S.J., Bradlow, E.T., and Wansink, B. (1999), “The Variety of AnAssortment,” Marketing Science, Volume 18, Number 4, 527-546.Montgomery, A.L. and Bradlow, E.T. (1999), “Why Analyst Overconfidenceabout the Functional Form of Demand Models Can Lead to Overpricing,”Marketing Science, Volume 18, Number 4, 569-583.Bradlow, E.T. and Schmittlein, D.C. (1999), “The Little Engines That Could:Modeling the Performance of World Wide Web Search Engines,” MarketingScience, Volume 19, Number 1, 43-62.Bradlow, E.T. and Rao, V.R. (2000), “A Hierarchical Bayes Model forAssortment Choice,” Journal of Marketing Research, Vol. XXXVII (May),259-268.Bradlow, E.T. and Fitzsimons, G.J. (2001), “Subscale Distance and ItemClustering Effects in Self-Administered Surveys: A New Metric,” Journal ofMarketing Research, Vol. XXXVIII (May), 254-261.Bradlow, E.T. and Weiss, R.E., (2001), “Outlier Measures and NormingMethods for Computerized Adaptive Tests,” Journal of Educational andBehavioral Statistics, Spring, Vol. 26, No. 1, 83-102.Bradlow, E.T. and Fader, P.S. (2001), “A Bayesian Lifetime Model for the ‘Hot100’ Billboard Songs,” The Journal of the American Statistical Association,Vol. 96, No. 454, 368-381.Bradlow, E.T. and Hutchinson, W. (2001), “Choosing the Optimal Number ofClusters in K-means Clustering,” a comment, Journal of Consumer Psychology,Vol. 10, Number 1 and 2, 103-104.Bradlow, E.T., Hardie, B.G.S., and Fader, P.S. (2002), “Bayesian Inference forthe Negative Binomial Distribution Via Polynomial Expansions,” Journal ofComputational and Graphical Statistics, Vol. 11, Number 1, 189-201.Wang, X., Bradlow, E.T., and Wainer, H. (2002), “A General Bayesian Modelfor Testlets: Theory and Applications,” Applied Psychological Measurement, 26(1), 1090-128. Also listed as ETS GRE Technical Report 98-01.Everson, P.J. and Bradlow, E.T. (2002), “Bayesian Inference for the BetaBinomial Distribution via Polynomial Expansions,” Journal of Computational

and Graphical Statistics. Volume 11, Number 1, 202-207.26) Hoch, S.J., Bradlow, E.T., and Wansink, B. (2002), “Rejoinder to ‘The Varietyof An Assortment: An Extension to the Attribute-Based Approach’,” MarketingScience, Vol. 21, Number 3, 342-346.27) Bradlow, E.T. (2002), “Exploring Repeated Measures Data Sets for KeyFeatures Using Principal Components Analysis,” International Journal ofResearch in Marketing, (19), 167-179.28) Bradlow, E.T., Hoch, S., and Hutchinson, W. (2002), “An Assessment of BasicComputer Proficiency Among Active Internet Users: Test Construction,Calibration, Antecedents, and Consequences,” Journal of Educational andBehavioral Statistics, Fall, Vol. 27, No. 3, 237-253.29) Marshall, P. and Bradlow, E.T. (2002), “A Unified Approach to ConjointAnalysis Models,” Journal of the American Statistical Association, Volume 97,Number 459, 674-682.30) Silber, J.H., Rosenbaum, P.R., Even-Shoshan, O., Zhang, X., Bradlow, E.T.,Shabbout, M. and Marsh, R. (2003), “Length of Stay, Conditional Length ofStay, and Prolonged Stay in Pediatric Asthma,” Health Services Research,Volume 38, Number 3 (June), 867-886.31) Bradlow, E.T. (2003), “A Comment on Comparing Harm Done by Mobility andClass Absence: Missing Students and Missing Data,” Journal of Educationaland Behavioral Statistics, 28(3).32) Bradlow, E.T., Hu, Y., and Ho, T-H. (2004), “A Learning-based Model forImputing Missing Levels in Partial Conjoint Profiles,” Journal of MarketingResearch, Lead Article and discussion paper, Vol. XLI (November), 369-381.Finalist, Paul E. Green Award, best paper in Journal of MarketingResearch.33) Bradlow, E.T., Hu, Y. and Ho, T.H. (2004), “Modeling Behavioral Regularitiesof Consumer Learning in Conjoint Analysis,” Journal of Marketing Research,Vol. XLI (November), 392-396.34) Wainer, H., Wang, X., Skorupski, W. P., and Bradlow, E.T. (2005), “ABayesian Advantage in Evaluating Passing Scores: The PPoP Curve,” Journalof Educational Measurement,Fall, Vol 42, No 3, 271-282.35) Park, Y.H. and Bradlow, E.T. (2005), “An Integrated Model for BiddingBehavior in Internet Auctions: Whether, Who, When, and How Much,” Journalof Marketing Research, Vol. XLII (November 2005), 470–482. An article inthe NY Daily News based on this paper appeared February 21st, 2006.36) Bradlow, E.T. (2005), “Current Issues and a Wish-List for Conjoint Analysis,”Applied Stochastic Models in Business and Industry, with discussion andrejoinder, Vol. 21, No 4-5, 319-323, 331-332.37) Larson, J.S., Bradlow, E.T. and Fader, P. (2005), “An Exploratory Look at InStore Supermarket Shopping Paths,” International Journal of Research inMarketing, Vol. 22, No. 4, 395-414. Winner, Steenkamp Award forLong-Term Impact.38) Bradlow, E.T., Bronnenberg, B., Russell, G.J., Arora, N., Bell, D.R., Deepak,S.D., ter Hoefstede, F., Sismeiro, C., Thomadsen, R., and Yang, S. (2005),“Spatial Models in Marketing”, Marketing Letters, Volume 16, Numbers 3-4,267-278.39) Zanutto, E. and Bradlow, E.T. (2006), “The Perils of Data Pruning in ConsumerChoice Models,” Quantitative Marketing and Economics, September, Vol. 4,No. 3, 267-287.40) Schweidel, D.A., Bradlow, E.T., and Williams, P. (2006), “A Feature-BasedApproach to Assessing Advertisement Similarity,” Journal of Marketing

Research, Vol. 43, Issue 2, 237-243.41) Musalem, A., Bradlow, E.T. and Raju, J. (2006), “Bayesian Estimation ofRandom-Coefficients Choice Models using Aggregate Data,” Journal ofApplied Econometrics, to appear.42) Braun, M., Fader, P.S., Bradlow, E.T., and Kunreuther, H. (2006),“Modeling the ‘Pseudodeductible’ in Insurance Claims Decisions,”Management Science,Vol. 52, No. 8., 1258-1272. Winner of 2006INFORMS Decision Analysis Society (DAS) student paper competition.43) Miller, S.J., Bradlow, E.T., and Dayartna, K. (2006) “Closed-Form BayesianInferences for the Logit Model via Polynomial Expansions”, QuantitativeMarketing and Economics,Vol 4. No 2, 173-206.44) Schweitzer, M., Hershey, J., and Bradlow, E.T. (2006), “Promises and Lies:Restoring Violated Trust,” Organizational Behavior and Human DecisionProcesses, Issue 1, September, Pages 1-19, Lead Article.45) Werner, Rachel M. and Eric T. Bradlow (2006). "Relationship betweenMedicare's Hospital Compare performance measures and mortalityrates.” Journal of the American Medical Association, 296(22): 26942702 with discussion. Winner of the 2006 Research Committee of theSociety of General Internal Medicine Best Paper Award. Responsearticle, April 4th, 2007, Vol 297, no. 13, p 1431.46) Burns, L.R., Lee, J.A., Bradlow, E.T. , and Antonacci, A.C. (2007), “SurgeonEvaluation of Suture and Endo-Mechanical Products”, Journal of SurgicalResearch, Vol 141, 2, 220-233.47) Bradlow, E.T. and Park, Y-H. (2007), “Bayesian Estimation of Bid Sequencesin Internet Auctions Using a Generalized Record Breaking Model,” MarketingScience, Mar/Apr; 26(2): 218 – 229. Finalist, John D.C. Little Award(2008) for best paper in Marketing Science or Management Science.48) Burns, L.R., Lee, J.A., Bradlow, E.T. , and Antonacci, A.C. (2007),“Assessment of Medical Devices: How to Conduct Comparative TechnologyEvaluations of Product Performance”, International Journal of TechnologyAssessment in Health Care, 23(4):455-63.49) Schweidel, D.A., Fader, P.S, Bradlow, E.T. (2008), “Modeling RetentionIn and Across Cohorts”, Journal of Marketing, Vol 72, 82-94.50) McShane, B., Adrian, M., Bradlow, E.T., Fader, P.S. (2008), “Count ModelsBased on Weibull Interarrival Times”, Journal of Business and EconomicStatistics, Vol 26, No. 3, 369-378.51) Wang, X., Bradlow, E., Wainer, H. & Muller, E. (2008). A Bayesianmethod for studying DIF: A cautionary tale filled with surprises anddelights. Journal of Educational and Behavioral Statistics, 33, 363-384.52) Schweidel, D.A., Fader, P.S, and Bradlow, E.T. (2008), “A BivariateTiming Model for Customer Acquisition and Retention, MarketingScience, Vol. 27, No. 5, September–October 2008, pp. 829–843.53) Werner, R.M., Bradlow, E.T., and Asch, D. A. (2008), “Evaluating therole of performance measures in quality improvement: Do processmeasures capture unmeasured quality information?”, Health ServicesResearch, Lead Article, Vol. 43, Number 5, 1464-1484.54) Musalem, A., Bradlow, E.T., and Raju, J. (2008), “Who’s got the coupon?Estimating Consumer Preferences and Coupon Usage from AggregateInformation”, Journal of Marketing Research, Vol. XLV (December 2008),715–730. 715.

55) Naik, P., Wedel, M., Bacon, L., Bodapati, A., Bradlow, E.T., Kamakura,W., Kruelen, J., Lenk, P., Montgomery, Madigan, D., A.M. (2008),“Challenges and Opportunities in High Dimensional Choice DataAnalyses”, Marketing Letters, December, 3-4, 201-213.56) Netzer, O., Toubia, O, Bradlow, E.T., Dahan, E., Evgeniou, T., Feinberg,F.M., Feit, E.M., Hui, S.K., Johnson, J., Liechty, J.C., Orlin, J.B., Rao,V.R. (2008), “Beyond Conjoint Analysis: Advances in PreferenceMeasurement”, Market

Editorial Board: International Journal of Research in Marketing, 2007- Chair, William O’Dell Award Committee, Journal of Marketing Research Co-Editor, Replications Corner, IJRM, 2013- Editorial Board: Marketing Science, 2001- 2007 Editorial Board: Journal of Marketing Research, 2004- Editorial Board: Journal of Consumer Research, 2007-