News from the Wharton Customer Analytics Initiative

Wharton Customer Analytics Initiative

This Month at WCAI...

January 2012  

Wharton Customer Analytics Initiative

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Dear Vincent,


In kicking off the new year, the Wharton Customer Analytics Initiative is pleased to announce our newest course:Experiments for Business Decision Making. In the past decade, massive shifts in how companies interact with their customers have suddenly made field experiments an economically feasible way to learn about a variety of business questions, such as what types of promotions are more effective, what products should be stocked at a store, and how e-mail promotions should be designed. Many marketers engaged in online retailing, direct marketing, online advertising and media management are rapidly embracing a "test and learn" philosophy, and a number of platforms have been developed to facilitate rigorous field experiments in the online environment.  


This innovative course, open to both the undergraduate and graduate levels, will teach students the critical skills needed to  succeed in these new environments, including the statistical methods used to design and analyze experiments, and the management and strategy required to execute an experiment and act on the results. We have structured the course to include a variety of case studies,  readings and guest lecturers that will expose students to the broader managerial and strategic issues, and ultimately, help them develop an understanding of the interplay between creativity and rigorous data analysis in business decision making.


As you'll see in this edition, our Business Experiments course is the icing on top of our customer analytics cake, filled with a great variety of exciting speakers and events in the coming weeks.  


In this newsletter:  



Elea Feit 

WCAI Research Director  

MobileMarketing on the Move: Understanding the Impact of Mobile on Consumer Behavior


mobile devices    

 Marketing on the Move: Understanding the Impact of Mobile on Consumer Behavior


February 27-28, 2012 
The Wharton School
Philadelphia, PA 

  Register Now

Join WCAI and MSI for this exclusive, day and a half conference featuring speakers from:

-Comcast                   -The Hershey Company
-Boston College         -University of Melbourne

-Google                     -Tap.me
-Charming Shoppes   -AT&T 

Topics span the impact of mobile on traditional media consumption, the relationship between customer location and promotion effectiveness, using mobile platforms as a tool for studying social networks and inventing new methods to protect mobile user privacy.      


Whether mobile device users are communicating with others, consuming digital content, acquiring information, alerting others to their location, engaging in transactions, or posting content to be consumed by others, they are creating an "electronic trail" that lends itself to modeling and analysis which can ultimately lead to a better understanding of customers and more effective marketing. Space is filling up quickly - register now to secure your seat!


Click here for more information.  


siriusPredicting Customer Acquisition & Retention


Register now for WCAI's next Research Opportunity with SiriusXM Satellite Radio! 

February 10, 2012
12 - 1pm EST
Register now

As America's largest radio company with over 21 million subscribersSirius XM Radio Inc. has carefully collected data which provides a "360 view" of its customers, including information on subscribers, product usage, billing & payments, outbound/direct marketing to these subscribers, and customer service interactions.  Most of the data is structured, but the customer service interactions-notes taken by call center representatives and emails sent by customers-are in free-text format. In addition, user listening logs-minute-by-minute logs of the radio stations users listened to-are available for those users who use the Internet service.  Seeking new ways to leverage this data, SiriusXM will be providing researchers with this complete "360 view" for 300,000 subscribers who first started using their service during September 2009.    


Researchers are encouraged to think broadly about how to use this data, but questions of interest to SiriusXM include identifying current subscribers who are likely to deactivate (based on listening, payment or customer service records) and finding strategies to reduce churn. 

To learn more about the data and business context, interested faculty and doctoral students can attend a live webinar on Friday, February 10, 2012 at 12:00 - 1:00 pm EST.  During the webinar the data will be described and executives from SiriusXM will be available for Q&A.
Contact WCAI Research Director, Elea Feit, with questions prior to the webinar.

JanFebStudentEventsUpcoming Student Events


WCAI is kicking off the spring semester with some exciting student programs.   

 January 24 - Analytics Across Industries: Challenges, 
Technology & Talent

Join us for a Lunch n Learn panel, discussing how analytics is exploding in various industries, why you should be considering this career path, what the challenges are, and what kind of talent these companies need to hire.

  • Shaina Boone, VP, Marketing Science, Critical Mass, an Omnicom Company
  • Kevin Coburn, Web Analytics Manager, Dell
  • Ranjit Kumble, Sr. Director, Management Sciences Group, Pfizer
  • Daniel Spinosa, CFO, Comcast Interactive Media 
  • Moderated by: Dr. Elea Feit, WCAI Research Director

February 9 - Lunch n Learn with Jodi McDermott, VP Product Management at comScore, Inc.

"Operating in a data driven world - business challenges and career opportunities in digital"

Check our website for more details as we announce additional events.

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