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Customer Analytics

Program Overview

Chances are you’re swimming in data. It has become ubiquitous. But so has the potential for turning it into revenue-producing action. How do you make that happen? Customer Analytics. To truly optimize your efforts and make successful, fact-based, and strategic decisions you need three things:

  • An in-depth understanding of new forms of customer data
  • The ability to forecast customer behavior based on identified data patterns
  • The skills to formulate concrete recommendations that leverage your findings and drive successful outcomes

Customer Analytics guides you through the steps that facilitate this process while giving you a richer, deeper understanding of your end-user data. Whether your company operates with a business-to-consumer or business-to-business sales model, Customer Analytics will help you stay ahead of your audience’s consideration and purchasing behavior to ensure you always deliver the right need, at the right time, in the right way.

This exceptional learning journey will also give you a front-row seat to the powerful research and thought leadership of the Wharton Customer Analytics Initiative (WCAI) — the world’s preeminent academic research center focusing on the practice of data-driven business decision making. This is a unique advantage you won’t find anywhere else.

Read more about the Experience & Impact »

Customer Analytics Highlights and Benefits

  • Understand new and best-practice methods used to collect data
  • Gain new insight on current customer behavior
  • Master the appropriate tools for predicting future customer behavior
  • Employ real-world customer analytics utilized at top firms
  • Formulate data-driven recommendations to inform the strategic business decisions that lead your company toward success

Contact Us

Schedule a personalized consultation to discuss your professional goals:


February 26 - March 1, 2018$8,600

Philadelphia, PA

Download the program schedule, including session details.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change.

Featured Video:

“This program takes you through the different types of customer data and how it can be visualized, ultimately helping you leverage your findings and strengthen your decision-making.”

Professor Raghuram Iyengar on Customer Analytics

Still considering your options? View programs within Marketing & Sales, Strategy & Innovation or use our Program Finder.

Experience & Impact

Customer Analytics brings together a powerhouse of Wharton faculty from operations, information and decisions; legal studies and business ethics; marketing; and statistics. By design, the faculty guides participants through an exploration of customer analytics and end-user behavior using the three foundational pillars of analytics:

  1. Descriptive Analytics takes you through the different types of customer data and how it can be visualized, ultimately helping you leverage your findings and strengthen your decision-making.
  2. Predictive Analytics explores the potential uses of the data, once it is collected and interpreted. You’ll learn to utilize different modeling tools, such as regression analysis, and estimate relationships among variables to predict future end-user behavior.
  3. Prescriptive Analytics takes you through the final step — formulizing concrete recommendations based on your data. These recommendations can be directed toward a variety of efforts, including pricing, as well as social-platform outreach.

Additionally, by drawing on the research and practical insights from the Wharton Customer Analytics Initiative (WCAI), this program offers participants the unique and powerful advantage of insight into a global destination for customer analytics thought leadership and innovation.

And you will never look at the customer journey the same way again. You will now possess a heightened awareness of all the elements and nuances that affect your end-user’s purchasing behavior, and be fully prepared to develop and execute effective business and monetization strategies through proven, fact-based decision-making.

Live Case Study

By leveraging the impressive network of our Wharton Customer Analytics Initiative (WCAI), Customer Analytics is able to include a live case-study review, in addition to the curriculum’s lectures and class discussions. The case-study review is based on the real journey of implementing and hurdles overcome by a well-known firm. This hands-on experience provides an insider’s view of the current challenges and opportunities inherent in building a successful customer-analytics initiative across an organization.

Each day, classroom learnings will be linked to the case, and participants will engage in problem-solving discussions, both for the case firm and their own organizations.

Session Topics Include:

  • The Future of Marketing Science: Big Data, New Data, Better Science
  • Customer Value
  • Digital Analytics
  • Predictive and Prescriptive Analysis
  • Business Experiments
  • Text Analytics: Drawing Meaning from Unstructured Data
  • Smart Pricing in the Age of Big Data
  • Big Data, Big Responsibilities

Who Should Attend

Senior-level managers in both B-to-C and B-to-B organizations who are responsible for influencing business decisions across marketing, finance, operations, and strategy will benefit from Customer Analytics. Specific job titles include CEO, CMO, CTO, COO, and Digital Officers. Additionally, executives who are responsible for data science and the teams that collect data, those who are beginning to use available data to inform strategy and operating decisions, and those who are new to analytics will all benefit from the program.

Industries that are currently exploiting business analytics include, but are not limited to, health care, financial services and retail.

Group Enrollment

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants.

Plan Your Stay


Raghuram Iyengar, PhD   See Faculty Bio

Academic Director

Associate Professor of Marketing; Co-Faculty Director, Wharton Customer Analytics Initiative, The Wharton School

Research Interests: pricing, social influence, social networks

Eric Bradlow, PhD   See Faculty Bio

The K.P. Chao Professor; Professor of Marketing, Statistics, and Education; Co-Director, Wharton Customer Analytics Initiative; Chairperson, Wharton Marketing Department, The Wharton School; Professor of Economics; Professor of Education; Professor of Statistics, University of Pennsylvania

Research Interests: Marketing research methods, missing-data problems, psychometrics

Peter Fader, PhD   See Faculty Bio

Frances and Pei-Yuan Chia Professor; Professor of Marketing, The Wharton School

Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral data

Elea McDonnell Feit, PhD   See Faculty Bio

Assistant Professor of Marketing, LeBow College of Business, Drexel University; Senior Fellow, Wharton Customer Analytics Initiative, The Wharton School

Research Interests: Marketing analytics, digital marketing

Kartik Hosanagar, PhD   See Faculty Bio

John C. Hower Professor; Professor of Operations, Information, and Decisions, The Wharton School

Research Interests: Internet advertising, internet marketing, and media

Robert Stine, PhD   See Faculty Bio

Professor of Statistics, The Wharton School

Research Interests: Credit scoring, model selection, pattern recognition and classification, forecasting

Lyle Ungar, PhD   See Faculty Bio

Professor of Bioengineering, Professor of Computer and Information Science, the School of Engineering and Applied Science; Professor of Genomics and Computational Biology, Perelman School of Medicine; Professor of Operations, Information and Decisions, the Wharton School; Professor of Psychology, School of Arts and Sciences, the University of Pennsylvania

Research Interests: Statistical natural-language processing, deep learning, mining social media to better understand personality

Christophe van den Bulte, PhD   See Faculty Bio

Gayfryd Steinberg Professor, Professor of Marketing, The Wharton School

Research Interests: Industrial marketing, social networks

Kevin Werbach, JD   See Faculty Bio

Associate Professor of Legal Studies and Business Ethics, The Wharton School

Research Interests: Business, legal, and social implications of the internet and communications technologies

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