About Me:
I am an Assistant Professor of
Marketing at Emory University's
Goizueta School of Business. I am a marketing scientist and a methodologist. My research specialty is the application of leading-edge statistical methodology to contemporary empirical marketing problems. My research interests include customer lifetime value (CLV), Bayesian computation, missing data problems, and the marketing/finance interface. My research has been accepted and published in top-tier academic journals such as the
Journal of Marketing Research,
Marketing Science,
Journal of Marketing, the
Journal of the American Statistical Association: Theory and Methods,
Statistica Sinica, and the
Annals of Applied Statistics. It has also been featured in media outlets such as the Harvard Business Review, Wall Street Journal, FT, Fortune, The Economist, Inc, USA Today, Barron's, CBS, CNBC, Slate, Business Insider, and CFO Magazine.
One of my research specialties is customer-based corporate valuation, valuing contractual and non-contractual companies from the "bottoms up" by valuing their customers. I won the
Don Lehmann Award,
MSI Alden G. Clayton,
ASA,
ISMS, and
Shankar-Spiegel Dissertation Proposal Competitions, won the Gary Lilien ISMS-MSI-EMAC Practice Prize, and was a finalist for the
Paul Green,
John A. Howard/AMA, JM Hunt/Maynard, and MSI H. Paul Root Awards for this work. I am also grateful to
Adobe Corporation for $50,000 in research support for it. Some of the insights created through this research were commercialized through a company I co-founded, Zodiac, where I was the Chief Stastician.
Zodiac was acquired by Nike in March 2018. I subsequently co-founded
Theta Equity Partners to make CBCV more easily accessible to firms (e.g., private equity, venture capital, and operating companies directly).
I am also actively pursuing research in other applied statistics topics related to inference and prediction. Please see below for my publications, papers under review, papers submitted, and working papers. I would like my research to have real-world impact, so I have created R packages to complement two of my papers.
Educational History:
- Ph.D. in Statistics, The Wharton School, University of Pennsylvania, 2017
- B.S. Economics Summa cum laude in Statistics and Finance, The Wharton School, University of Pennsylvania, 2006
- B.A.S. Summa cum Laude in Systems Science Engineering, University of Pennsylvania, 2006
Current Teaching:
- Customer Lifetime Valuation
Published or Forthcoming Papers:
- McCarthy, Daniel; Oblander, Elliot (2020). "Scalable Data Fusion with Selection Correction: An Application to Customer Base Analysis". Forthcoming at Marketing Science. Link
- Winner, 2019 Marketing Strategy Meets Wall Street Conference’s 2019 Best Paper Award
- Fader, Peter; Hardie, Bruce; McCarthy, Daniel; Vaidyanathan, Ramnath (2019). "Exploring the Equivalence of Two Common Mixture Models for Duration Data". The American Statistician, 73(3), 288-295. Link
- McCarthy, Daniel; Winer, Russell (2019). "The Pareto Rule in Marketing Revisited: Is it 80/20, or 70/20?". Marketing Letters, 30(2), 139-150. Link
- McCarthy, Daniel; Fader, Peter (2018). "Customer-Based Corporate Valuation for Publicly Traded Non-Contractual Firms". Journal of Marketing Research, 55(5), 617-635. Link (download)
- Third most downloaded SSRN Marketing Science paper of all time: SSRN
- Lead article
- Finalist, 2018 Paul Green Award
- Media Coverage: ASA (7/24/17), American Marketing Association (8/5/17), Business Insider (9/27/17), CNBC (Jim Cramer) (9/28/17, 5/2/2019, 4/6/2020), Gartner (12/18/17), EmoryBusiness (1/2/2018), Wall Street Journal (2/12/2018, 2/22/2018, 2/23/2018), Barron's (2/12/2018), Forbes (2/13/2018), Bloomberg (2/22/2018 [44:07]), Boston Globe (2/22/2018), Internet Retailer (5/22/2018), Bloomberg News (8/29/2018), WSJ (11/1/2018, 2/25/2019, 5/2/2019), Fortune (5/16/19), Boston Magazine (10/1/19), Boston Globe (2/28/20), CNBC (6/16/20)
- Talk at DRUM Agency's 2018 Summit: YouTube
- McCarthy, Daniel; Zhang, Kai; Berk, Richard; Brown, Lawrence; Buja, Andreas; George, Edward; Zhao, Linda (2018). "Calibrated Percentile Double Bootstrap for Robust Linear Regression Inference". Statistica Sinica, 28, 2565-2589. Link (download).
- McCarthy, Daniel; Fader, Peter; Hardie, Bruce (2017). "Valuing Subscription-Based Businesses Using Publicly Disclosed Customer Data". Journal of Marketing, 81(1), 17-35. Link (download).
- Most downloaded SSRN Marketing Science paper of all time, top 150 of all time across all disciplines: SSRN
- Winner, 2018 Don Lehmann Award (ELMAR)
- Finalist, 2017 MSI H. Paul Root Award
- Finalist, 2017 Shelby Hunt/Harold Maynard Award
- Media Coverage: Knowledge@Wharton (1/26/16), Dow Jones MarketWatch (5/18/17), Penn News Today (5/24/17), Business Radio on Sirius XM (5/25/17), Harvard Business Review (12/19/17)
- Methodology Applied to Blue Apron: Wall Street Journal (6/27/17, 6/28/17), CBS News (6/28/17), Barrons (6/28/17), Fortune (6/29/17), TheStreet.com (6/29/17), Business Insider/Slate (6/30/17, 6/30/17, 7/7/17, 7/20/17), Sina (6/30/17), RetailWire (6/30/17), AdExchanger (7/11/17), Food & Wine (7/14/17), The Motley Fool (7/17/17), PYMNTS (1/9/2018), FT (2/13/2018), PitchBook (9/10/2019), Bloomberg (3/27/2020)
- Methodology Applied to HelloFresh: Barrons (11/1/17), Fortune (11/2/17), BBC/NPR (11/2/17), Der Tagesspiegel (11/2/17), Handelsblatt (11/2/17), FT (11/2/17), AdWeek (11/20/17), Wall Street Journal (1/8/18), Food Dive (2/12/18), The Economist (4/12/18), Inc (6/28/18)
- CBCV Infographic (11/23/17)
- Methodology Applied to Slack: Yahoo! Finance (6/20/19)
- McCarthy, Daniel; Jensen, Shane (2016). "Power Weighted Densities for Time Series Data". Annals of Applied Statistics, 10(1), 305-334. Link
- Brown, Lawrence; McCarthy, Daniel (2016). "Comments on the paper, "An Adaptive Resampling Test for Detecting the Presence of Significant Predictors"". Journal of the American Statistical Association, Theory and Methods, 110, 1446-1449. Link
Other Publications:
- McCarthy, Daniel; Fader, Peter (2020). “How to Value a Company by Analyzing Its Customers”. Harvard Business Review, 98 (1), 51-55. Link
Papers Under Review:
- McCarthy, Daniel; Pereda, Fernando (2020). "Assessing the Role of Customer Equity in Corporate Valuation: A Review and a Path Forward". Completed first review, in preparation for resubmission. Link
Working Papers:
- McCarthy, Daniel. "CBCV: Reshaping the Practice of Corporate Valuation Using a Customer-Driven Approach".
- Winner, Gary Lilien ISMS-MSI-EMAC Practice Prize (video)
- Levy, Samuel; Lee, Dokyun; McCarthy, Daniel; Montgomery, Alan. "A Deep Multi-View Customer Lifetime Valuation (DMV-CLV) for Dynamic B2B Segmentation".
- McCarthy, Daniel; Schweidel, David. "Deriving Privacy-Preserving Brand Insights from Mobile Location Data".
- McCarthy, Daniel; Fader, Peter. "What Marketing Metrics Should Investors Demand? Optimizing Input Data for Models of Trial and Repeat Purchase Behavior".
Course Materials:
- McCarthy, Daniel; Schwartz, Eric (2018). "Blue Apron: Turning Around the Struggling Meal Kit Market Leader". WDI Publishing Case 5-177-309. (Link)
Software:
- perccal R Package (author and maintainer): CRAN
- PWD R Package (author and maintainer): CRAN
- BTYD R Package (co-author and maintainer): CRAN
Contact Information:
Links:
