Businesses increasingly rely on customer analytics to yield insights from an ever-growing amount of customer data and ultimately secure a competitive advantage. However, many of the analytics methods currently used are overly simple and leave “money on the table,” or are disconnected from the business and fail in implementation. The Wharton Customer Analytics Initiative (WCAI) exists to promote the development of new customer analytics methods that are both rigorous and relevant. As analytics continues to accelerate and mature at exceptional rates across sectors, it is clear that business-minded researchers have a vital role to play in helping practitioners develop, test, and implement new analytics methods to address the most ‘high-reach, high-yield’ challenges.
The Research Opportunity Program. A research center with thought leadership from The Wharton School, WCAI seeks to bridge the traditional divide between business and academia, most notably through its Research Opportunity, a carefully structured program that helps business leaders connect with researchers already working on similar problems.