Wharton - University of Pennsylvania
Menu Search

Customer Analytics

Program Overview

Companies are spending millions of dollars on data-gathering initiatives, but few are successfully capitalizing on this data. Indeed, moving from customer data collection to profitable financial results requires:

  • An in-depth understanding of the new metrics of customer data
  • The ability to forecast and develop a business rationale based on identified data patterns
  • The skills to formulate concrete recommendations
  • The expertise to articulate a strategic business vision based on your customer data

Customer Analytics brings data to life, going beyond the numbers and showing you how to link them to your strategic initiatives. You will build a data-analytics mindset, understanding how to convert numbers into actionable insights for developing and executing effective business and monetization strategies. You will also learn how to convey your data-driven recommendations through persuasive storytelling.

Read more about the Experience & Impact »

Program Highlights & Benefits

In Customer Analytics, you will:

  • Discover the latest theories and best practices from academic experts and real-world practitioners
  • Master and select the right tools for predicting future customer behavior
  • Gain new insights into selecting and managing data-science teams
  • Learn to convert analytics into actionable plans that create value for your organization

Contact Us

Schedule a personalized consultation to discuss your professional goals:



September 17 - 21, 2018$10,750

Philadelphia, PA

February 25 - March 1, 2019$10,950

Philadelphia, PA

Download the program schedule, including session details.

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

Customer Analytics – Raghuram Iyengar

Academic Director Raghuram Iyengar says Customer Analytics will help participants make sense of their customer data and strengthen their decision-making.

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

Experience & Impact

Customer Analytics brings together a powerhouse team of Wharton faculty from operations, information, and decisions; legal studies and business ethics; marketing; and statistics. They guide participants through the most current theories and best practices for designing and implementing a data-analysis strategy, while continuously linking the learning to the your real-life challenges. The exceptional multidisciplinary 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 offers a unique advantage you will not find anywhere else.

You will explore customer analytics using the three foundational pillars of analytics:

  • Descriptive Analytics examines the different types of customer data and how they can be visualized, ultimately helping you leverage your findings and strengthen your decision-making.
  • Predictive Analytics explores the potential uses of the data once 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.
  • Prescriptive Analytics takes you through the final step: formulating concrete recommendations based on your data. These recommendations can be directed toward a variety of efforts, including pricing and social-platform outreach.

A distinctive highlight of Customer Analytics is engaging in discussions with expert practitioners from a range of industries who have experience with both business-to-consumer and business-to-business customer models. These practitioners will reveal their real-time challenges and best practices, sharing their experience with the three most common hurdles of analytics strategy — tools, talent, and metrics — discussing what tools to use when, how to build analytics teams, and what to track about your customers.

Live Case Study

By leveraging the impressive network of the (WCAI), this program also includes a live case study, which is based on the journey of a well-known firm as it implements an analytics strategy. This hands-on experience provides an insider’s view of the challenges and opportunities inherent to building a successful customer-analytics initiative across an organization. Each day, classroom learning is linked to the case, and participants 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
  • Technology Trends in Customer Analytics
  • Storytelling through Analytics

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, consumer packaged goods, financial services, health care/pharmaceuticals, manufacturing, media/communications technology, hardware/software technology, transportation, and logistics.

Fluency in English, written and spoken, is required for participation in Wharton executive education programs unless otherwise indicated.

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.


Raghuram Iyengar, PhD   See Faculty Bio

Academic Director

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

Research Interests: Pricing, social influence, social networks

Eric Bradlow, PhD   See Faculty Bio

The K.P. Chao Professor; Professor of Marketing; Faculty Director - Wharton Customer Analytics Initiative; Chairperson, Wharton Marketing Department; Professor of Economics; Professor of Education; Professor of Statistics

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

Jehoshua Eliashberg, PhD   See Faculty Bio

Sebastian S. Kresge Professor of Marketing; Professor of Operations, Information and Decisions, The Wharton School

Research Interests: marketing research, user-generated content, new product forecasting and planning models

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

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

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


Wharton really goes in depth, not only in the theory but also in tools and strategy. It’s the right combination of the theoretical and the tactical, and you start implementing what you are learning in real time.

Many times programs like this take you from A to H. You learn some of what you need but not everything. Customer Analytics goes from A to Z. The professors are fantastic and cover every aspect of the subject. There is no other way to learn this much about customer analytics without going back to school.”

When you go to a program 3,700 miles away, you must be very sure that it’s going to be a great program in a great business school, and you go with many questions in your mind. Some of my questions were broad, including why we need to change from a product-centric model to a customer-centric one, and why Customer Lifetime Value is a key if you want to be successful in your business. I also came to the program wanting to know more about specific metrics topics such as regression and deviation.

Customer Analytics answered all of my questions, and the program has been key for my future in this new world. It was worth every one of the 3,700 miles of travel to study at a great business school with the best teachers and highly-engaged classmates.”

Everyone reads about Netflix and Amazon doing amazing analytics and making great strides. But they’ve been doing it for a long time with big budgets. Now after attending Customer Analytics, I am confident that as a small company there are things we can do to nudge up to them if we are focused. We don’t have to replicate what they’re doing. By creating our own analytics strategy we can address our challenges and save hundreds of thousands of dollars because of what we are learning. My company is already looking at our offerings and pricing in a new way, and starting to make changes.

You can’t get the level of learning and instruction anywhere else. The professors take complex concepts and make you comfortable with them. You leave ready to start using what you learned.”

Steve Gebhart

Chief Technology Officer, Western Veterinary Conference

Back to Top