Customer Analytics for Growth Using Machine Learning, AI, and Big Data

The pandemic has upended virtually every industry and business model, making the need for informed decision making more important than ever. Seismic disruptions in customer behavior now means that historical data may be less useful, so embracing a test-and-learn philosophy using business experiments has become an increasingly important way to forecast the future.

Customer Analytics for Growth Using Machine Learning, AI, and Big Data will give you the discipline for and understanding of how to leverage your data to transform existing business strategies and level the playing field for firms that were just beginning to harness the power of analytics. In this program, you will learn how to use AI concepts and tools to sharpen your analytics mindset and enable a fully digital business strategy. You will also discover how to bridge any knowledge gap that may exist between your data science teams and the C-suite and convert model-based recommendations into actionable insights and better managerial decisions.

Program Highlights & Benefits

In Customer Analytics for Growth, you will:

• Master the framing of managerial questions around big data and analytics
• Select the right tools for predicting future customer behavior
• Explore and understand the latest AI applications, including their pros and cons
• Discover the companies that are using these new technologies most effectively
• Gain insights into best practices for recruiting and managing data-science teams
• Learn methods for rapid, agile experimentation to test and learn from new analytics projects

Many companies have been swimming in data, and spending millions to collect more. But the unprecedented shifts in the economy and resulting swings in consumer behavior have rearranged the competitive landscape. Customer Analytics for Growth addresses the most pressing concerns of business leaders today who need to understand and utilize the latest methods for collecting and analyzing data.

This program explores the growing need for greater customer centricity and examines data privacy regulations and how to build a compliant analytics program. Participants will learn how to cultivate an analytics-based mindset throughout their organization and gain a deep understanding of emerging AI technologies that are rapidly changing businesses today.

The program examines customer analytics using three foundational pillars:

• Descriptive Analytics examines the different types of customer data and how they can be visualized, ultimately helping you leverage your findings and strengthen your decision making.
• Predictive Analytics explores the potential applications of data once collected and interpreted. Modeling tools such as regression analysis and the latest machine learning algorithms can help to predict future end-user behavior.
• Prescriptive Analytics takes you through the final step: formulating concrete recommendations based on your data. These recommendations can be directed toward a variety of efforts, including pricing and social-platform outreach.

A distinctive highlight of Customer Analytics for Growth is engaging in discussions with expert practitioners from a range of industries who have experience with both business-to-consumer and business-to-business customer models. They will reveal their real-time challenges and best practices, sharing their experience with the three most common hurdles of analytics strategy — tools, talent, and metrics — discussing what tools to use when, how to build analytics teams, and what to track about your customers. Each session also includes a short, highly interactive case study that allows you to explore real-world applications.

Customer Analytics for Growth brings together a powerhouse team of Wharton faculty from operations, information, and decisions; legal studies and business ethics; marketing; and statistics. They guide you through the most current theories and best practices for designing and implementing a data-analysis strategy, while continuously linking the learning to your real-life challenges.

The exceptional multidisciplinary learning journey will also give you a front-row seat to the powerful research and thought leadership of Wharton Customer Analytics (WCA), the world’s preeminent academic research center focusing on the practice of data-driven business decision making. This offers an advantage you will not find anywhere else.

Customer Analytics Capstone Project and Crowdsourced Applied-Learning Project

The Customer Analytics for Growth Capstone and Crowdsourced Applied-Learning Projects gives you two separate opportunities to apply what you’ve learned about how to make data-driven decisions to a real business challenge. Working in groups, you will leverage skills within your group to identify how to successfully use data to create cutting-edge, customer-focused marketing practices.

In the Capstone Project, groups will use real-world data to apply customer analytics to marketing challenges, starting with data collection and data exploration, and continuing all the way to data-driven decisions. You will be challenged to manipulate data and truly translate the results, providing the hands-on experience of becoming a data translator for your organization.

Session topics include:

• The Future of Marketing Science: Big Data, New Data, Better Science
• How AI and Machine Learning Are Changing Customer Analytics
• Building the Analytics Team
• Customer Value Analysis
• Business Experiments
• Storytelling Through Analytics
• Pricing Analytics