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 class’s real-life challenges.
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 our Wharton Customer Analytics Initiative (WCAI), Customer Analytics is able to include a live case-study review, which is based on the journey of a well-known firm as they implement an analytics strategy. 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 are 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