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:
- 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.
- 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.
- 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