Thank you for attending WCAI’s 2014 conference on Successful Applications of Customer Analytics. The strong representation of analytics practitioners in the room reflects just how much impact this work can have on a wide range of companies across many industries. We were proud to showcase real-world applications across a range of business challenges and to help build bridges between academics and practitioners.
About the Conference
For more than 6 years, the Wharton Customer Analytics Initiative (WCAI) has helped shape the definition of ‘Customer Analytics.’ This year’s annual conference is dedicated to real-world applications that exemplify a balance of high-level rigor and business know-how, as well as elevate the role of analytics in an organization’s strategic decision-making. Case studies will be presented by MGM Resorts International, Cleveland Indians, Pfizer, GE Capital, Deloitte Consulting, Nielsen, and Visible World.
Case studies will cover a wide range of challenges pertaining to customer-level data, including:
- Emerging sources of television advertising response data
- Driving season ticket sales
- Modeling attrition and managing customer churn
- Improving the effectiveness of marketing campaigns by micro-targeting individual customers
- Forecasting new product sales one customer at a time
The Wharton Customer Analytics Initiative (WCAI) is the world’s preeminent academic research center focusing on the development and application of customer analytics methods. Through WCAI’s innovative research opportunity program, world-class scholars collaborate with leading-edge businesses to ask and analyze critical questions. WCAI’s R&D “crowdsourcing” approach enables academic researchers from around the world to help companies understand how to better monetize the individual-level data they collect about customers through the development and application of new predictive models. For more, visit http://wcai.wharton.upenn.edu/
[one_third padding=”0 10px 0 0″] Eric Bradlow, Academic Co-Director [/one_third][one_third padding=”0 10px 0 0″] Pete Fader, Academic Co-Director [/one_third][one_third padding=”0 10px 0 0″] Colleen O’Neill, Executive Director [/one_third]
Email: email@example.com Phone: 215.746.4160
Behavioral Forward-looking Individual-level Longitudinal Industry Agnostic
8:00 - 9:00 am
Registration and Breakfast
9:00 am – 9:10 am
WOODLANDS BALLROOM Eric Bradlow, The Wharton School
9:10 am – 9:15 am
Recognizing WCAI Founding Donors, Art and Dahlia Bilger
WOODLANDS BALLROOM Art Bilger
9:15 - 10:00 am
Keynote: Tom Davenport
10:00 - 10:45 am
Session 1: Predicting Patient Needs in Highly Variable Environments
WOODLANDS BALLROOM David Kreutter, Vice President, Global Business Analytics and Insights, Pfizer Ranjit Kumble, Senior Director of Business Analytics and Insights, Pfizer Ritesh Shah, Senior Director of Strategy, Pfizer
10:45 - 11:00 am
11:00 - 11:45 am
Session 2: Customer Churn
WOODLANDS BALLROOM Using Segmentation and Predictive Analytics to Combat Attrition David Liebskind, Retail Advisory Services Leader, GE Capital Deloitte Analytics: Enabling a more effective, proactive marketing organization Ed See, Principal, Marketing and Customer Analytics, Deloitte Consulting
11:45 - Noon
Marketing Analytics Leadership Award Presentation
WOODLANDS BALLROOM Pat LaPointe, Chair, Board of Advisors, MarketShare
Noon - 1:00 pm
REGENT/ST. MARKS FOYER
1:00 - 2:00 pm
Session 3: Prospect Analysis at the Cleveland Indians
WOODLANDS BALLROOM Gabe Gershenfeld, Manager of Business Analytics, Cleveland Indians Alex King, Vice President of Marketing and Brand Management, Cleveland Indians
2:00 - 3:00 pm
Session 4: Advertising Response
WOODLANDS BALLROOM Integrating Credit Card Transactions and Audience Data to Better Understand and Reach Consumers Pete Doe, Senior Vice President of Data Integration, The Nielsen Company Using single source data to precisely target and measure advertising’s impact on sales, and driving ROI Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions Using Big Data to Understand MVPD Cross-Channel Marketing Effectiveness Bob Bress, Senior Director, Product Management and Analytics, Visible World Claudio Marcus, Executive Vice President – Research & New Initiatives Moderator: Jerry Wind, The Wharton School
3:00 - 3:15 pm
3:15 - 4:00 pm
Session 5: Big Data and Marketing Analytics in Gaming
Sanjog Misra, Professor of Marketing, UCLA Anderson School of Management Josh Swissman, Vice President, Corporate Marketing, MGM Resorts International
4:00 - 4:15 pm
WOODLANDS BALLROOM Peter Fader, The Wharton School
4:15 pm – 4:30 pm
4:30 pm – 5:45 pm
REGENT/ST. MARKS FOYER
Thomas H. Davenport
Business analytics thought leader Tom Davenport pioneered the concept of “competing on analytics” with his best-selling 2006 Harvard Business Review article (and his 2007 book by the same name). Tom is the President’s Distinguished Professor of Information Technology and Management at Babson College, the co-founder of the International Institute for Analytics, a Fellow of the MIT Center for Digital Business, and a Senior Advisor to Deloitte Analytics. [full bio below]
President’s Distinguished Professor of Information Technology and Management
Tom Davenport is the President’s Distinguished Professor of Information Technology and Management at Babson College, the co-founder of the International Institute for Analytics, a Fellow of the MIT Center for Digital Business, and a Senior Advisor to Deloitte Analytics. He was among the first to write about both business process reengineering and knowledge management. More recently, he pioneered the concept of “competing on analytics” with his best-selling 2006 Harvard Business Review article (and his 2007 book by the same name). His most recent book is Big Data at Work, from Harvard Business Review Press. He wrote or edited sixteen other books and over 100 articles for Harvard Business Review, Sloan Management Review, the Financial Times, and many other publications. In 2003 he was named one of the world’s “Top 25 Consultants” by Consulting magazine. In 2005 Optimize magazine’s readers named him among the top 3 business/technology analysts in the world. In 2007 and 2008 he was named one of the 100 most influential people in the IT industry by Ziff-Davis magazines. In 2012 he was named one of the world’s top fifty business school professors by Fortune magazine.
Senior Director of Product Management and Analytics
Bob Bress is Senior Director of Product Management and Analytics at Visible World. In that role he has applied his expertise in data and analytics to lead development of the next generation of advanced targeted advertising products for television. Bob has over 15 years of business analytics experience including work in the energy industry, providing advanced analytics services for innovative demand-side energy programs and at GE’s Global Research Center in the Applied Statistics Lab where he worked on cutting edge statistical applications for a variety of GE businesses. Bob holds undergraduate and graduate degrees in Industrial Engineering and Operations Research & Statistics from Rensselaer Polytechnic Institute.
Senior Vice President, Data Integration
Pete is SVP Data Integration at Nielsen, based in New York City. He has over twenty five years’ experience in market research, audience measurement and statistical modeling. In his current role he manages the Data Integration Methods Group and has global responsibility for Nielsen’s data fusion methodologies. This covers a variety of big data and small data integrations, combining disparate data sets including online census databases, set top box return path data as well as traditional research panels and samples. Prior to this role, Pete was Joint Managing Director, Nielsen Connections and in this position successfully launched Nielsen data fusion products in the USA, including the world’s first TV/Internet Data Fusion. Before moving to the United States in 2003, Pete was Chief Statistician and board director at RSMB TV Research, UK, where he worked on the BARB TV audience measurement currency and numerous data fusion projects. He started his career at NOP Market Research in London. Pete is a frequent presenter at industry conferences and has presented papers on a wide variety of subjects including TV, Online, Radio, Print, Outdoor, Cross-media measurement and Advertising Effectiveness. Pete is a graduate of King’s College, London University.
Manager of Business Analytics
Gabe Gershenfeld is Manager of Business Analytics for the Cleveland Indians. His interest is in building evidence-based decision-making tools and processes that add value throughout the organization. He was fortunate to be named 2012 Cleveland Indians front office MVP and was a finalist for the 2011 INFORMS Innovation in Analytics Award. Gabe holds a B.S. from Cornell University.
Vice President, Marketing & Brand Management
Alex King is entering his fourth season with the Cleveland Indians and his second as Vice President of Marketing & Brand Management after being elevated to the position prior to the 2013 campaign. In his current role, Alex oversees all aspects of Branding, Communication and Marketing for the organization. During the 2011 and 2012 seasons, Alex served as Director of Brand Management and was responsible for creating and directing all aspects of brand development, maintaining and executing brand standards, and working with internal departments and outside partners to ensure consistency of brand messaging across all mediums. During his time as Director of Brand Management, Alex focused on creating and executing new fan research capabilities, developing consistent brand standards, and establishing ROI metrics for all advertising & promotional activities. Prior to joining the Indians, Alex spent 10+ years in marketing and branding, including each of the last five at Procter & Gamble. Alex received his undergraduate degree in Economics from The University of Dayton where he graduated cum laude and received his MBA from The University of Chicago with concentrations in Marketing and Finance. Alex resides in Shaker Heights with his wife, Kelly, and their daughters, Mallory and Lauren.
Vice President, Business Analytics and Insights
David Kreutter is currently Vice President Business Analytics and Insights with accountability for developing business insights, measuring execution effectiveness, and leading innovation and continuous improvement across the worldwide biopharmaceutical business. He joined Pfizer in 1986 in Groton, Connecticut as a Research Scientist in the Diabetes area. Over the years, David has held positions of increasing scientific responsibility for Diabetes and Obesity research. He authored more than 50 articles and abstracts during his scientific career. In 1995, David joined the Strategic Management Group to focus on aligning scientific and commercial thinking within the Pfizer organization. He is one of the founding members of the Portfolio and Decision Analysis Group. In 2003, David was appointed Vice President and head of the group and assumed responsibility for facilitating Pfizer’s management of the R&D and drug portfolios, as well as analysis of complex business decisions. In 2007 David was appointed Vice President, U.S. Commercial Operations with accountability for enabling Pfizer’s US sales and marketing strategies. David graduated from St. Peter’s College with a B.S. in Biology and received an M.S. and Ph.D. in Biochemistry from Hahnemann University. He did postdoctoral work at Yale University. David is a member of IBM’s Business Analytics and Optimization Advisory Council.
Senior Director, Business Analytics and Insights
Ranjit is Senior Director and Team Leader within Pfizer’s Business Analytics and Insights department, leading a team that develops new global analytics products and services. Ranjit’s current areas of focus are on the development of predictive, interactive and adaptive capabilities. He joined Pfizer in 2001 and has worked across a range of commercial/functional analytics areas during his tenure with the company. Ranjit has received company-wide Pfizer Corporate Innovation Awards in 2012 and 2013 and was most recently awarded the 2013 W. E. Upjohn Award for contributions to Pfizer’s global business performance and culture. Prior to Pfizer, Ranjit worked at ZS Associates focused on sales/marketing consulting to major pharmaceutical clients. Ranjit holds a B.Sc. degree in Chemistry from St. Stephen’s College (Delhi University, India) and a Ph. D. degree in Chemistry from Princeton University. He has authored over 20 peer-reviewed journal publications and review articles, and has been a featured speaker at conferences organized by the American Marketing Association and the Strategic Research Institute.
Executive Vice President, Research & New Initiatives
Claudio Marcus is Executive Vice President at Visible World where he heads up the company’s industry-leading research, including innovative, big-data (10+ billion records) research efforts. Claudio also heads up Visible World’s new initiatives involving the use of Smart TV data to gain timely insights regarding TV program promotion effectiveness. Prior to joining Visible World, Claudio was vice president and research area leader for technology-enabled marketing at Gartner, the world’s largest IT research and advisory services firm. Before becoming an industry analyst, Claudio worked some 15 years as a database marketing consultant and database marketing software entrepreneur, as well as a marketing and advertising agency executive. Claudio has a master’s degree from Northwestern University’s Kellogg Graduate School of Management, where he remains a guest lecturer, and was author of a chapter titled “The Reinvention of TV Advertising” for Kellogg on Advertising & Media (Wiley, 2008). In 2013, Claudio was identified as a top executive in the Future of Marketing Influence Study (Appinions, 2013).
Retail Advisory Services Leader
David Liebskind has over 15 years of financial services experience with companies such as JPMorgan Chase, MetLife and GE Capital. At JPMorgan Chase, David worked in Credit Cards, Retail Banking and Small Business in roles such as Decision Sciences, Database Marketing and Online Analytics. At Metlife David worked in the Strategic Market Development group supporting B2B. At GE Capital David held positions such as Customer Retention Leader, Analytics Leader for GE Canada and Retail Analytics Leader for the Specialty Retail Group. Currently, David is the Retail Advisory Services Leader charged with building a consulting practice for Retail Finance. David has led the development of segmentation and predictive models for 10 different countries as well as identifying actionable customer insights to grow sales and profitability. David has a BS from Penn State University and an MBA from Pace University in New York City.
Professor of Marketing
UCLA Anderson School of Management
Sanjog Misra is Professor of Marketing at UCLA Anderson School of Management. Professor Misra’s current research involves the use of structural econometric methods to study consumer and firm decisions. His particular interests involve understanding firm decisions pertaining to pricing, distribution and salesforce management issues and how consumers make discrete choices. Professor Misra serves as an Associate Editor at Marketing Science and Quantitative Marketing and Economics and is on the editorial board of the Journal of Marketing Research. In addition, he has been acted as Associate Editor for special issues of Management Science and the Journal of Marketing Research. Professor Misra is actively involved in partnering with firms in his research and has worked on various projects with companies such as Eli Lilly, Adventis, Mercer Consulting, Sprint, MGM, Bausch & Lomb, Xerox Corporation and Lucent Technologies with the aim of helping them design efficient, analytics based, management systems that result in better decisions. Prior to joining UCLA Anderson Professor Misra was Associate Professor at the Simon School of Business at the University of Rochester and has taught (as visiting faculty) at the Johnson School of Management at Cornell University and the Graduate School of Business at Stanford University.
Ed See is a Deloitte Consulting Principal, leading the Customer Analytics practice, focused on helping companies find growth strategies and competitive advantage through insights, data, and analytics. He helps companies go beyond insights to action, combining technology enablement with strategic consulting. Ed has helped some of the world’s most prestigious brands apply business rigor, analytics, and technology to improve marketing performance and effectiveness. His current clients include some of the world’s largest retail, CPG, Life Science, FSI, and tech industry clients. Prior to Deloitte, he was an Executive Vice President and Senior Partner at IRI. He had global responsibility for the solutions marketing, product management, product development, and analytic transformation consulting groups, helping move IRI from a data provider to a marketing solutions company, with full technology, advisory, and data offerings. Prior to IRI, Ed was President of Marketing Management Analytics, part of Aegis Media. Ed helped establish MMA as the industry leader in assisting companies improve marketing effectiveness through predictive analytics. Some of his clients included the US Army, Citibank, Johnson and Johnson, Colgate, GSK, Boehringer Ingelheim, Bayer, MillerCoors, AB, McNeil Nutritionals, McNeil Consumer, The Home Depot, Citizens Bank, Chase, Kraft, Weight Watchers, VF, Kohls, and Sears Holdings. While President, he oversaw MMA’s movement into predictive technology, digital assessment and digital delivery, creating MMA’s marketing analytics service, Avista, named one of the 2006 “Cool Marketing Technologies” by Gartner and included in the Marketing Technology backbone by Forrester. He lead the integration of digital into the marketing mix, putting digital spend impact on a par with classic media, helping companies created integrated media portfolios that could be managed across tactics. Ed was also a Partner at Andersen Business Consulting, a part of Arthur Andersen. There, he was a founding member of the Internet Marketing practice. As a Partner at Andersen, he had clients such as Merrill Lynch, Morgan Stanley, Sara Lee, Avon, Estee Lauder, Goldman Sachs, Children’s Hospital Boston, and others. Ed also joined BearingPoint when Andersen Business Consulting was acquired by BearingPoint, and helped lead the strategy practice. Ed’s career started at IBM in 1984, where he held a variety of leadership and management positions. Ed holds an MS with a specialization in human-computer interaction from Rensselaer Polytechnic Institute in Troy, NY. He completed coursework towards his doctorate, focusing on digital interaction. He is a Distinguished Scholar at Rensselaer, and recently was named a judge of the Lemelson Student Innovation award, a monetary prize given to the most impactful student innovation at MIT and Rensselaer. Ed holds several outstanding achievement and inventor’s awards from IBM, and also holds several patent applications awards. Ed is member of the Media and Marketing Technology Council, which includes thought leaders, senior executives, entrepreneurs, investment banks, PE firms, and VC investors focused on the next generation of digital media and marketing initiatives, a Trustee of Bethany College, and a director of the Renner Foundation. His is on the Board of Directors for x+1, a digital marketing technology firm.
Senior Director, Strategy, Analytics and Insights
Ritesh Shah is Senior Director and Team Leader of the Strategy, Analytics and Insights group for the U.S. Region in Pfizer’s Oncology Business Unit (OBU). This group plays a formative role in enabling the US OBU to deliver strong growth while adapting to changing external oncology and healthcare market dynamics and internal pressures to operate more efficiently. Ritesh joined Pfizer in 1997 and has held a number of business strategy and analytics roles across the global organization, spanning R&D and commercial operations. He was most recently Senior Director of Corporate Strategy, responsible for evaluating the impact and effectiveness of Pfizer’s current commercial model and supporting overall corporate strategic planning and capital allocation. Before that, he was Senior Director of Strategy & Innovation for Europe in the Specialty Care Business Unit. Prior to that, Ritesh led strategy development and innovation for Pfizer’s Northern European Region. He has also held roles that include financial analysis for Global Research & Development and business analysis for Asia, Africa and the Middle East. Prior to joining Pfizer, Ritesh was the general manager of a pharmaceutical distributor in Mumbai, India. Ritesh received his BS degree in Chemistry from University of Mumbai and an MBA in Finance from the Rochester Institute of Technology.
Vice President of Corporate Marketing
MGM Resorts International
Josh Swissman is Vice President of Corporate Marketing for MGM Resorts International. In this role, his responsibilities include strategic oversight and execution for Cross Regional and Partner Marketing, M life Development, Trigger-based Marketing and Predictive Modelling and Analytics. He also is involved in the development of corporate Social Gaming strategy. Swissman began his career with the Company in 1999 as a Front Desk Clerk at Monte Carlo. He was promoted to Casino Evaluation Specialist at The Mirage and soon after named Special Projects Manager there in 2000. In 2001, he began working with MGM Resorts Online as a Senior Analyst and later was promoted to Director of Planning and Analysis for the same group. Two years later he moved to MGM Resorts Corporate Resources as Senior Associate followed by his role as Director of Reporting and Analytics for MGM Resorts Loyalty Marketing. In 2005, he joined Mandalay Bay as Executive Director of Casino Marketing and, in 2007, was promoted to Vice President of Casino Marketing. Most recently, Swissman served as the Vice President of Slot Operations and then Vice President of Marketing at The Mirage since December 2009. Swissman is a graduate of the University of California, Los Angeles with a Bachelors of Science in Anthropology. He later obtained his Masters in Business Administration from the University of Nevada, Las Vegas. Among his accomplishment, he was named one of In-Business Magazines “40 under 40.” Swissman is an active Founding Member of the Young Philanthropists Society, an affinity group within United Way of Southern Nevada, and serves on the Advisory Council of Clark County School District’s Community Partnership Program. He is also a graduate of the Las Vegas Chamber of Commerce Leadership Las Vegas program, with which he is still actively involved.
Lauder Professor and Professor of Marketing
The Wharton School
Jerry Wind is the Lauder Professor and Professor of Marketing at The Wharton School; Director of the Wharton SEI Center for Advanced Studies in Management; and Academic Director of the Wharton Fellows program (whartonfellows.com) and the Wharton Future of Advertising Program (wfoa.wharton.upenn.edu). He joined Wharton in 1967 with a doctorate from Stanford. From 1995 to 1997, he led the development of the Wharton globalization strategy. Dr. Wind led the reinvention of the Wharton MBA curriculum (1991-93) and the creation of the Wharton Executive MBA Program (1974). He was founding director of the Joseph H. Lauder Institute and the Wharton International Forum. He has edited top marketing journals, published over 250 articles and 20 books, and received the four major marketing awards: Buck Weaver, Charles Parlin, Converse, and AMA/Irwin Distinguished Educator Award. As one of the original Legends in Marketing, an 8-volume anthology of his work is forthcoming from Sage. He has consulted with over 100 companies and testifies in intellectual property and antitrust cases. He sits on various advisory boards, is Trustee of the Philadelphia Museum of Art and Chair of its Marketing Committee and Digital Age Committee. His current research focuses on marketing-driven business strategy, the Network Challenge; the future of advertising and marketing; creativity and innovation; and challenging one’s mental models.
Chief Research Officer
Nielsen Catalina Solutions
A pioneer and innovator in advertising analytics with more than 25 years of experience, Leslie Wood is responsible for the research and development at Nielsen Catalina Solutions. This includes shaping the methodologies that keep the firm on the leading edge of marketing and advertising performance analytics, and playing a key role in envisioning future products. Leslie has a long history with deep involvement in single-source methodologies including BehaviorScan, Scan America, and Project Apollo. Leslie is an expert not only of single-source analytics, but of reach and frequency research, optimizers, fusion/data integration and return-path data. All of this feeds Leslie’s passion for building business decision support tools for the advertising industry. Leslie is treasurer of the Market Research Council, secretary of the Advertising Research Council and Nielsen’s liaison to the Center for Research Excellence’s ROI Committee. Leslie Wood has a BS in mathematics from Hunter College and a PhD from The University at Albany in Information Science with a specialization in Expert Systems and Data Mining.
The Conference is Thursday, May 1, 2014
Inn at Penn, 3600 Sansom Street
Philadelphia, PA 19104
Boston University SMG
Cushman & Wakefield, Inc.
Deloitte Transactions & Business Analytics LLP
Estee Lauder Companies
L'Occitane En Provence
Mack Capital, LLC
Major League Baseball Advanced Media
Memorial Sloan-Kettering Cancer Center
Ross School of Business, University of Michigan
Rush Street Gaming
Shelter Capital Partners
St John's University
Texas A&M University
The NPD Group, Inc.
University of Connecticut
University of Maryland
University of Pennsylvania
Weight Watchers International
Wells Fargo Bank
Western Michigan University
Room blocks have been reserved for conference attendees at discounted rates at the following hotels. The deadline to book a room in our blocks has passed, but contact us if you would like additional assistance in finding a room.
Inn at Penn (conference site) 3600 Sansom Street Philadelphia, PA 19104
The Inn At Penn A Hilton Hotel, Sansom Street, Philadelphia, PA, United States
The Inn At Penn A Hilton Hotel, Sansom Street, Philadelphia, PA, United States