WCAI has opened up our data application process to Wharton/Penn students. Students can submit a proposal for access to available real-world datasets from our corporate partners using the form below.

Data can be used for:

  • Capstone projects
  • Course projects
  • PhD research
  • Independent Study Projects

Currently Available Datasets



Expedia www.expedia.com, the largest online travel company in the world, provided a data set that details events leading up to conversion (or failure to convert) for approximately 10,000 US-based users searching for hotels in each of four geographic markets (Cancun, NYC, Paris and Budapest). The data includes information about how the user arrived at Expedia, what promotional pages they have viewed, details of their search query such as dates and number of travelers, which hotels were displayed in search results, which hotels were clicked on and which hotels were purchased.

See the original webinar slides

Hertz Rent-a-Car

WCAI is pleased to provide a unique and comprehensive data set from the Hertz Corporation, a world leader in retail rental cars and equipment. This data set includes employee engagement surveys linked to Hertz locations in the U.S. and Canada, transactions of rental cars in those locations and customer satisfaction surveys for those transactions. All of this data is longitudinal over a 2-year window, providing opportunities for research from a variety of different angles. Studies of organizational behavior, customer loyalty & engagement, geographic retail transactions, upselling/add-on behavior, and customer segmentation are all possible in this rich and detailed data set. The data includes:

  • Over 68,000 responses to a semi-annual employee engagement survey
  • Over 3,000 rental locations in US and Canada, all uniquely identified across data
  • Over 80,000 responses to a post-transaction customer satisfaction survey with detailed transaction data for the corresponding rental

View the original webinar

See the original webinar slides


WCAI is delighted to provide a unique and comprehensive data set from Annalect, the data management division of the Omnicom Group, a leading global advertising and marketing communications services company. This dataset includes exposures to email and online display advertisements from a travel business company, as well as conversions at the company’s website. Researchers will be able to track exposures, clicks, and conversions for 10 thousand individual users (tracked by cookies) for ~60 days. As tourism consumers typically shop over the course of several weeks, this gives researchers the opportunity to explore how customers search for information about a highly-considered product and how advertising affects the path to purchase. The data includes:

  • Details about the exposure, including the type of ad, description and size of the creative, and the campaign the creative was part of
  • Information about whether the user clicked on the ad, and if that click eventually led to a conversion
  • The type of conversion the user engaged in, such as exploring products or receiving a purchase confirmation

See the original webinar slides


In order to access the data, students will need to submit their CV along with a one-page proposal explaining why and how they would use the data and identify a faculty or PhD advisor. Once the proposal is submitted and accepted, students will have access to the data for approximately six months.

Student Data Application Portal

  • To register for this event, you must provide a valid UPenn email address.
  • Example, WG15
  • Proposal Information

  • Accepted file types: pdf.