Agenda

1:00–1:30 p.m.

WCAI_Conference_Icons_Registration

Check-In for Technical Workshops
Woodlands Ballroom Lobby, Inn at Penn

1:30–4:30 p.m.

Aws Logo Agenda 2

Enabling Limitless, Data-Driven Insights with Snowflake

In this workshop you’ll learn how to consolidate all your data with Snowflake. You’ll learn the basics of the Snowflake interface as well as how to enable different types of business users. Scale up, down, and out – you’ll leave this workshop learning how to get the most out of your data using a cloud data platform. We will provide information on a free trial account for Snowflake beforehand. Please bring your own laptop.

The Science of Visualization: An Intro to Tableau

In this session, you will learn about Tableau, one of the most sought-after skills for businesses today. No prior experience is needed – participants of all levels will take home a practical understanding of what Tableau is capable of. The session will start with background on the science of visualization and why this is such a powerful way to communicate the meaning of data. Then we will look at examples of what is possible and best practices for answering different types of questions with visualizations. Hands-on work and demos will be included so that participants get practical experience about using and creating dashboards and learn best practices. We will address dealing with data which is not natively ideally formatted for analytics and how to clean and shape it for use in dashboards. Participants will also learn about a variety of resources for further learning such as the vibrant Tableau Community.

Financial Data and Algorithmic Trading with Amazon Web Services (AWS)

Financial institutions invest heavily to automate their decision making for trading and portfolio management. With cloud computing, vast amounts of data can be processed in real-time and fed into complex machine learning models. This allows to exploit new patterns for trading and use machine learning to construct better portfolios. As a result of these trends, financial data needs and usage are rapidly evolving on AWS. In this workshop, participants will learn how to leverage financial data effectively and build trading strategies on AWS. They will also get hands-on experience with processing financial data on AWS and compete with their strategy in a simulated trading environment. Attendees will acquire data analytics and machine learning skills for a financial service use case.

5:00–7:00 p.m.

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Welcome Reception
Living Room, Inn at Penn

8:00–9:00 a.m.

WCAI_Conference_Icons_Registration

Check-In and Breakfast
Woodlands Ballroom Lobby, Inn at Penn

9:00–9:20 a.m.

Mary Purk Headshot Website

Welcome Remarks
Mary Purk, Executive Director at Wharton Customer Analytics

9:20–9:30 a.m.

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Dean’s Remarks
Geoff Garrett, Dean and Reliance Professor of Management and Private Enterprise at The Wharton School

9:30–10:20 a.m.

Jamie Moldafsky

Keynote Address

Crisis Management: Spotlighting Data and Analytics to Make Uncomfortable Decisions

Jamie Moldafsky, WG’89
Executive Vice President, Chief Marketing Officer at Wells Fargo & Company

Q&A Moderator:  Raghu Iyengar, Miers-Busch, W’1885 Professor, Professor of Marketing and Faculty Director, Wharton Customer Analytics

Presentation Description

Every business or company is susceptible to crisis. When crisis happens, data and analytics plays a strategic and influencer role to help make informed transformational decisions that often tests the comfort level of leadership. The role of data and analytics in moments of crisis is not about not taking risks, it’s about taking the right ones.

10:20–10:50 a.m.

WCAI_Conference_Icons_Break

Morning Break
Woodlands Ballroom Lobby, Inn at Penn

10:50–11:40 a.m.

Nikki Bowser Bio
Bala Gurumoorthy Bio
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Conference Website Headshots

Lightning Talks: From Ideas to Implementation – Part I

Wharton Customer Analytics works with many companies each year to pair them with researchers of various types – undergrads, graduate students, and academics – to work with their data on real business problems. From ideas to implementation, Lightning Talks will walk through several examples of successful applications of WCA projects.

Moderator: Raghu Iyengar, Miers-Busch, W’1885 Professor, Professor of Marketing and Faculty Director, Wharton Customer Analytics

Lightning Talk #1 – Sweet Solutions to Advertising Questions

Nikki Bowser, WG’21, The Wharton School
Bala Gurumoorthy, Marketing Intelligence Director, Ferrero

Ferrero sought to develop a marketing mix model for the specific use case of understanding the right allocation strategy between power brands and product innovations that can be leveraged across different markets, categories and brands.

Lightning Talk #2 – Building a Pricing Recommendation Engine to Predict Contract Prices

Erik Flood, Business Transformation Director, Essity
Ria Gandhi, W’21, The Wharton School 

Essity wanted to develop an in-field pricing recommendation engine for distributors of hygiene products to dynamically calculate the best (and most lucrative) price for products purchased by its distributors, based on profiles of the end-users (customers) and distributors, and historic pricing.

11:40 a.m.–12:15 p.m.

Steve Latham Headshot

The Demise of the Cookie and the Future of Digital Marketing
Steve Latham, Global Head of Analytics, Flashtalking

“Data-driven!” is the goal of most marketing organizations. Yet, the data that drives these efforts (namely cookies) is in serious jeopardy. With Apple, Chrome, and Firefox declaring war on 3rd party cookies, marketers are scrambling to determine what this means for advertising and how we’ll replace the cookie as the basis for targeting, personalizing, and measuring media. In this session Steve Latham will address the context, recent changes, implications, and possible solutions that will characterize the next wave of digital marketing.

12:15–1:30 p.m.

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Lunch
Regent & St. Marks, Inn at Penn

1:30–2:05 p.m.

Doug McNair Bio

Customer Analytics in Health Services: Machine-Learning and AI for Growth and Sustainability
Douglas S. McNair MD PhD, Senior Advisor of Quantitative Sciences, Bill & Melinda Gates Foundation

Machine-learning can help optimize referral patterns from PCP offices to specialists, minimize time-to-appointment, minimum patient distance-to-appointment, and automatically balance loads among specialists to promote fair allocations and satisfied networks of providers.

As contrasted with analytics in support of therapeutics development or conventional service line planning and management on a quarterly or longer time-scale, contemporary machine-learning, and AI can enable within-day and real-time decision-support.

An example will be provided related to risk management and ALM for health organizations and stop-loss reinsurers in advance of infectious disease epidemics.

2:05–2:55 p.m.

Guillaume Thfoin
Headshot Abhi Seth

Lightning Talks: From Ideas to Implementation – Part II

Wharton Customer Analytics works with many companies each year to pair them with researchers of various types – undergrads, graduate students, and academics – to work with their data on real business problems. From ideas to implementation, Lightning Talks will walk through several examples of successful applications of WCA projects.

Moderator: Raghu Iyengar, Miers-Busch, W’1885 Professor, Professor of Marketing and Faculty Director, Wharton Customer Analytics

Lightning Talk #3 – Majid Al Futtaim Academic Research Project 

Gui Thfoin, Head of Business Analytics, Corporate Development, Majid Al Futtaim

Majid Al Futtaim is interested in sponsoring a wide variety of research including estimating the firm’s total share of wallet, targeting direct marketing and cross promotions, forecasting demand, movie scheduling, and the “Value of Happiness”: quantifying the ROI of NPS.

Lightning Talk #4 – TE Connectivity Analytics Accelerator Talk 

Abhi Seth, Vice President, Data Analytics, TE Connectivity

TE Connectivity sought to create a model to predict demand and sales for TE’s channel partners (distributers).  Additionally, they sought to identify drivers and opportunities for growth in their business.

2:55–3:25 p.m.

WCAI_Conference_Icons_Break

Afternoon Break
Woodlands Ballroom Lobby, Inn at Penn

3:25–4:00 p.m.

Kit Delgado Bio

Technologies That Save Lives
Mucio Kit Delgado, Assistant Professor of Emergency Medicine, Penn Medicine 

Dr. Kit Delgado’s public health research is focused on preventing motor vehicle crashes from distracted and alcohol-impaired driving by leveraging smartphone technology and insights from behavioral economics. Kit Delgado will discuss his cutting-edge research on how tech can prevent accidents and reduce injuries. His work is funded by the National Institutes of Health, the Food and Drug Administration, the U.S. Department of Transportation, and the Agency for Health Care Research and Quality.

4:00–4:35 p.m.

Nik Acheson Headshot Bio

Data as an Asset: Consistent & Certified Data Insights Across the Enterprise
Nik Acheson, Director, Data Products & Insights, American Eagle Outfitters

The move toward using prescriptive analytics and unlocking data and machine learning across the enterprise necessitates that organizations break up their black boxes and silos and change how we think about data. Data governance and security also continues to bring challenges with maintaining visibility of what data is stored, where, how it’s being used (consistently?), and how we get anonymize and/or purge it given emergent regulations such as GDPR, CCPA, etc. This talk will briefly show an agnostic framework for data architects to consider, but also briefly describe a few use cases on how this framework provides the means of certifying the data assets being created from it. Topics that are able to be explored are below:

  • What it means to treat data as an asset different from previous patterns
  • Creating a single customer view (SCV) or Customer360 and other 360 approaches
  • Certifying reports and governing insights shared across the enterprise
  • What’s next? How to get ahead of the next challenges and how to build with that in mind
  • Voice of the Customer: Enterprise insights coming from distributed channel data

4:35 – 4:45 p.m.

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Closing Remarks
Raghu Iyengar, Miers-Busch, W’1885 Professor, Professor of Marketing and Faculty Director, Wharton Customer Analytics