2018 Successful Applications of Customer Analytics
The 2018 conference is a day-and-a-half event. The conference will take place on May 10th at the Inn at Penn.
On May 9th, pre-conference technical workshops are available at an additional cost of $125 and are hosted on Wharton’s campus (you must register for the conference to be eligible to attend a pre-conference workshop). Use the buttons above to toggle between the schedules for each day.
Please note that our agenda is subject to change as more details and speakers are announced.
Registration and Breakfast
The Woodlands Ballroom
Raghu Iyengar, Professor of Marketing, The Wharton School, Faculty Co-Director, WCAI
Dean Geoffrey Garrett
Dean of The Wharton School
Reliance Professor of Management and Private Enterprise
Driving Growth by Knowing Your Customer: Lessons in Using Data to Make a Difference
Deborah Wahl, G’92, WG’92, CMO, Cadillac
10:05 -10:20 a.m. Q&A Moderated by Eric Bradlow, Chairperson, Wharton Marketing Department; Faculty Co-Director, WCAI
Business leaders are presented with seemingly infinite opportunities to use data to change the way they do business. However, the key is to parse through these to focus on the critical strategies and insights that will drive growth. Deborah will explore her experiences using data strategies to discuss the things that really make a difference and how teams and providers can set up for success.
10:50 – 11:15 a.m.
Digital Transformation of Inside Sales at Microsoft
Arun Shastri, ZS Associates and Salman Mukhtar, Microsoft
11:15 – 11:25 a.m. Q&A Moderated by Melissa Matalon, W’19
Over the last year Inside Sales at Microsoft has been digitally transformed. A guided selling application provides sales representatives with scientifically generated insights and recommendations that help them attain quota and have relevant conversations with customers. It does so by providing sellers with the following:
a) Propensity driven recommendations on net new opportunities
b) Identification of Renewals that are off schedule
c) Nudges on accounts that not have been called recently
Each recommendation is based on analyzing 1000+ data points on each customer. The models are perhaps the easy part. How do you get these recommendations in the hands of a seller and get them to act? How do you design and execute Early Experiences?
Salman and Arun will discuss the journey on this most important initiative for Microsoft.
11:25 – 11:50 a.m.
How Madison Reed Built a Culture of Data
Jethro Perez, Madison Reed
11:50 – 12:00 p.m. Q&A Moderated by Elea Feit, Assistant Professor of Marketing, Drexel University, and Senior Fellow, WCAI
Jethro will discuss how a small data team built a culture of analytics. This presentation will include a brief overview the company’s short history, product, and how Madison Reed uses machine learning and simple analyses to inform and drive business decisions across multiple teams.
12:00 – 1:15 p.m.
1:15 – 1:50 p.m.
Path to Value: Key Steps to Successfully Apply Customer Analytics
with Guillaume Thfoin, Majid Al Futaim, and Paolo von Nuremberg, Bank of America moderated by Kathy Koontz, Teradata
1:50 – 2:05 p.m. Q&A
This panel discussion will dive into a successful case study of analytics at work and how the team was able to relieve a specific pain point. Panelists will take care to touch on how the problem-solving-data was found; how a “Data Champion” was selected to oversee and manage this project to completion; and how, in this application, the team, and “Data Champion” was able to create alignment among the moving parts and stakeholders to complete the project and communicate the value of this application.
2:05 – 2:30 p.m.
Why Amazon is really crushing it: The Elements of Value
Ridhima Raina and Ilker Carikcioglu, Bain & Company
2:30 – 2:40 p.m. Q&A moderated by Ignacio Arranz, GEN’19
When customers evaluate a product or service, they weigh its perceived value against the asking price. Marketers have generally focused much of their time and energy on managing the price side of that equation since raising prices can immediately boost profits. But that’s the easy part, as pricing analytics and tactics are highly evolved. What consumers truly value, however, has been difficult to pin down and psychologically complicated.
Bain has identified 30 universal “elements of value” that meet fundamental human needs. In this presentation, we will share how the elements of value method applies modern survey techniques and statistical analysis to allow companies to quantify the full spectrum of elements on a consistent basis. Companies trying to learn what their customers truly value, or deciding which aspects of their offering merit investment, now can bring scientific rigor to a previously visceral area of decision making.
2:40 – 3:10 p.m.
3:10 – 3:35 p.m.
Sajjad Jaffer, Founder and Managing Partner, Two Six Capital
3:35 – 3:45 p.m. Q&A
A practical introduction to private equity diligence using big data to interpret revenue drivers and make accurate projections.
3:45 – 4:20 p.m.
Closing Keynote Address
When Data and Customer Insights Fail
Victor Cho, W’93, CEO, Evite
4:20 – 4:35 p.m. Q&A Moderated by Raghu Iyengar, Professor of Marketing, WCAI Faculty Co-Director
Victor Cho, CEO at Evite, has made a career of transforming online and software businesses using the power of customer analytics and consumer insight. In this presentation he will walk through real-world, first-hand examples across a number of different businesses and industries where the power of data has created slope-change impact–and maybe more importantly, where it hasn’t (and how you can avoid those same mistakes).
4:35 – 4:45 p.m.
Eric Bradlow, The K.P. Chao Professor, Professor of Marketing, Chairperson, Wharton Marketing Department Professor of Economics; Professor of Education; Professor of Statistics, and Faculty Co-Director, WCAI
4:45 – 6:00 p.m.