Wharton School Launches Customer Analytics Initiative

The Wharton School of the University of Pennsylvania is expanding its interactive media initiative to become the Wharton Customer Analytics Initiative (WCAI), the school announced earlier this week. Through this initiative, researchers will collaborate with leading-edge businesses to ask and answer critical data-driven questions.

Many businesses now realize that customer analytics offers a meaningful competitive edge; WCAI will help them understand how to leverage the individual-level data that they collect about their customers’ online and offline behaviors.

There are numerous organic connections in the area of analytics between faculty across schools and departments at the University of Pennsylvania, which will facilitate the creation of cross-discipline concentrations for students at both the MBA and undergraduate levels.

“Many leading firms are starting to hire top talent in this area,” says Eric Bradlow, the K.P. Chao Professor of Marketing, Statistics and Education, Vice-Dean of Wharton Doctoral Programs and Co-Director of WCAI.

“We will not only be poised to meet this growing demand, but to shape it. We will create interest among prospective applicants to Wharton and Penn, and will work with firms to encourage the hiring of top Wharton and Penn talent for these emerging positions,” Bradlow says.

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