Thanks to all our sponsors, speakers, and guests for a great conference! Stay tuned for updates on presentation slides and videos.

The WCAI 2015 Annual Conference featured case studies presented by Google, Nielsen, Cablevision, USAA,, Teradata Corporation, Buxton, Netflix, and Jamba Juice

2016 Conference
WCAI logo
Down arrow


About the Conference

View the 2016 conference here.


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.

This year’s case studies include presentations from, Google, Jamba Juice, Netflix, Buxton, Saffron Technology, Nielsen,, Cablevision, and Teradata Corporation.

NEW THIS YEAR: WCAI is offering Sponsorship Opportunities to those individuals and companies that would like to be more involved in this year’s conference.  Packages vary, please contact Megan Gray for more information.

About WCAI

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


Eric Bradlow,
Academic Co-Director
Pete Fader,
Academic Co-Director
Colleen - Crop Colleen O’Neill,
Executive Director


Email: Phone: 215.746.4160



Industry Agnostic


Keynote Speaker

Justin CutroniBio

Justin is the Analytics Evangelist for Google. His mission is to teach everyone how to actually do digital analytics. With over ten years of industry experience, Justin leads the team that develops analytics education for Google

Justin is also an active participant in the digital analytics community. He publishes the blog Analytics Talk and has authored or co-authored three books: Google Analytics (O’Reilly, 2007), Performance Marketing with Google Analytics (Wiley, 2010), and Google Analytics, 2nd Ed. (O’Reilly, 2010). He is a regular speaker at events like Emetrcis, NCDM, SES, SMX, AdTech, MozCon and many others.

In 2014 he was named the Most Influential Industry Contributor by the Digital Analytics Association.

Matt HortonBio

Senior Manager of Advanced Analytics

Matt Horton is the Senior Manager of Advanced Analytics at Major League Baseball Advanced Media (MLBAM).  In his 8 plus years at MLBAM, he has worked on a gamut of analytics projects from email testing to assisting MLB clubs in better understanding the factors that influence season seat holders’ renewal behavior.

Prior to MLBAM he worked in Rosetta’s Consulting Practice and in Marketing Sciences at Accenture.

Matt has a BS in Statistics from the University of Tennessee and a MPS in Applied Statistics from Cornell University.

As a native of Tennessee, Matt is a huge Vol fan and tries to get back to Knoxville as often as he can for football games.

Jingsong CuiBio

VP Analytics


Jingsong Cui is VP, Analytics at Nielsen, based in New York City and Philadelphia. Jingsong has over ten years of experience in applying a variety of advanced statistical and econometric methods in Market Research environment. He has worked with many global clients in media, pharmaceutical, CPG and auto industries.

In his current role, Jingsong leads the modeling solution team who are responsible for the development of new methodologies and products for media, agency and advertising clients. His mission is to deliver unique and impactful consumer insights through integrating Nielsen’s total audience data with other data sources, and developing optimal analytical products using Econometrics, Statistics and Machine Learning methodologies.

Jingsong has a Ph.D. degree in Economics from Temple University, Philadelphia.

Recent Presentations:

Cui, Jingsong and Appel, Scott (2013) “Bayesian Choice Networks”, poster presentation at Advanced Research Techniques (ART) forum by American Marketing Association

Cui, Jingsong, Jin, Jing and DiPopolo, Julie (2012) “Modeling Small Share Choices”, poster presentation at Advanced Research Techniques (ART) forum by American Marketing Association

Andy GranowitzBio

Developer Advocate


Andy Granowitz is a Developer Advocate for Google Analytics (GA) working to bring data-driven decision making to the business world. Andy works to grow the GA developer platform to enable more people to successfully utilize the power of GA. Andy graduated from the University of Pennsylvania with degrees in Mathematics and Statistics.

Colleen O'NeillBio

Executive Director

Wharton Customer Analytics Initiative

Colleen O’Neill is the Executive Director for the Wharton Customer Analytics Initiative, where she works to shape the initiative’s rapidly evolving programs. Colleen has worked at Wharton for over 10 years, most recently as Director of the Global Consulting Practicum where she paired Wharton MBA students with business students from universities worldwide to work on marketing consulting projects for fee-paying clients. Prior to working at Wharton, Colleen was an Equity Trader with an asset management firm in Philadelphia. Colleen holds a BA and an MS from the University of Pennsylvania.

Ben K. TattaBio

President, Cablevision Media Sales

Cablevision Systems Corporation

Ben K. Tatta is President of Cablevision Media Sales (CMS), the division responsible for local television and online advertising sales across millions of households in the New York DMA.  In this capacity, Mr. Tatta oversees overall media sales strategy, vision, innovation, product and technology, budget and results. The division comprises three sales groups including local ad sales, News 12 Networks, and the New York Interconnect (an LLC Partnership with Comcast).
Previously, Mr. Tatta served for nearly a decade as Senior Vice President of New Business Development for Cablevision, tasked with the development and growth of new, advanced advertising capabilities, products and technology partnerships.Before joining Cablevision, Mr. Tatta led digital media, advertising, and e-commerce initiatives for several leading media and technology companies including Walt Disney/ABC, USA Networks, Lagardere Media, and IBM. Mr. Tatta was also a founding member of Concrete Media, one of the first commercial web development firms in the U.S. and creator of teen community site
Mr. Tatta received a B.A in Economics from Villanova University and currently lives in New York City with his wife and two children.

Kathy BachmannBio

EVP, Managing Director


Kathy Bachmann is EVP and Managing Director of Americas for MarketShare, the leading analytics company that helps companies grow revenue more efficiently by quantifying what is really driving demand. Uniquely combining science, technology and expertise, MarketShare’s analytics and software-as-a-service solutions are having significant impact on optimizing resource allocation and marketing investments, having directed the investment of over $100 billion in marketing over the past several years. MarketShare is pushing the boundaries on the use of big data and cloud computing to deliver faster and better value to customers across industry sectors.
Prior to MarketShare, Kathy held senior marketing, strategy and customer insights positions with Fortune 500 companies including American Express, Merrill Lynch, Quest Diagnostics and Cendant Corporation (parent company of Avis Budget Group, Orbitz, Travelport, Wyndham Worldwide, etc.). Her professional experience also includes management consulting where she advised Fortune 100 companies such as FedEx and GM. Kathy has led major data-driven change initiatives including: building CRM capabilities to market to a 70 million customer database, launching and re-positioning brands, innovating digital marketing assets, and creating new businesses.
Kathy has an M.B.A. from the Wharton School at the University of Pennsylvania in Strategy and Finance. Her bachelor’s degree is in business as well, in Marketing and Logistics, from The Ohio State University.

Kirthi KalyanamBio

Director of the Retail Management Institute

Santa Clara University

Dr. Kalyanam is the J.C. Penney Research Professor and Director of the Retail Management Institute at the Leavey School of Business at Santa Clara University. He has also served as Faculty Director of the Executive MBA program, a visiting Professor at the Graduate School of Business at Stanford University, a guest faculty in the Stanford Executive MMP program, Senior Vice President and Chief Marketing Officer of SpinCircuit Inc, a provider of supply chain integration services to the electronics industry. He received his Ph.D. in business administration from the Krannert School of Management, Purdue University.
Dr. Kalyanam advises early stage startups. He has advised or consulted for Comscore Networks, Propel Corporation, Xambala, Kiwi Networks, Symphoniq Corp, Boorah, and CoffeeTable. He has served as a board advisor and consultant to the Commander of AAFES, a $9B retailer ranking #36 in the Top 100 Retailers. He designed and delivered the first Retail University program at Google and today is developing the 3rd generation of this program. He currently serves on the board of directors of
His research and expertise are in Retailing, Internet & Multi Channel Marketing, Quantitative Marketing and the intersection of these areas. His publications include “The Perfect Message at the Perfect Moment” and “When is the New What” in the Harvard Business Review, “From Volume to Value” in the California Management Review. He is a co-author of the book Internet Marketing & eCommerce published by Thomson. His academic publications have appeared as lead articles in Marketing Science, The Journal of Marketing Research, Marketing Letters, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Interactive Marketing. His research paper published in The Journal of Marketing Research on market potential estimation was selected as a finalist for the American Marketing Association’s Paul E. Green Award for impact on the practice of marketing. Dr. Kalyanam teaches in the undergraduate, graduate and executive programs He has received the Deans award for Outstanding Innovation in Teaching Pedagogy and has been recognized as one of the top rated teaching faculty on multiple occasions.
Dr. Kalyanam is a dynamic speaker. He leads executive seminars on Internet Disruption, the Amazon and Wal-Mart Effect in Retailing and has trained executives from over 10 countries. His clients have included ABN-AMRO, ABP, APG (Netherlands), Acuson, Army and Air force Exchange Service (AAFES), The American Video Duplicators Association, BI (Norway), Barco (Belgium), Blackstone Group Carrefour (France), Cisco Systems (San Jose), CSM (Netherlands), Daehan Oil Corporation (S. Korea), De Lage Landen (Netherlands), Gap, Google, Harvard Business Review Latin America, Hewlett Packard, Infotech (Mexico), IBM, IMD (Switzerland), Monash University (Australia),, Indian School of Business, Siemens, Wipro (India), Thai Management Association, Tias-Nimbas Business School (Netherlands) & Trimble Navigation. He has co-produced the Internet Retailing Bootcamps with and has served as an advisor to the State of Retailing Online (SORO) research study and has chaired the Thinktank.
Dr. Kalyanam’s has provided expert testimony in several major cases in the domain of Internet Marketing, Retailing and Database Marketing. His work has included evaluating business models, market research, and damage assessment using transaction databases and testimony on industry best practices. His clients have included the California Attorney General.

Elea FeitBio

Assistant Professor

LeBow College of Business, Drexel University

Elea McDonnell Feit’s research focuses on leveraging customer data to make better product design and advertising decisions, particularly when data is incomplete, unmatched or aggregated. Much of her career has focused on developing new quantitative methods and bringing them into practice, first working in product design at General Motors, then commercializing new methods at the marketing analytics firm,The Modellers, and most recently as the Executive Director of the Wharton Customer Analytics Initiative, where she built the academic-industry partnership program. She brings a rich understanding of industry problems to her research, which has been published in top-tier journals including Management Science and the Journal of Marketing Research. She enjoys making analytics accessible to a broad audience and is active in several practitioner conferences including the INFORMS Business Analytics Conference and the AMA Advanced Research Techniques forum. She regularly teaches popular tutorials and workshops for practitioners on marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods as well as undergraduate and MBA classes in data-driven digital marketing. She holds a PhD in Marketing from the University of Michigan, an MS in Industrial Engineering from Lehigh University and a BA in Mathematics from University of Pennsylvania.

Pete DoeBio

SVP Analytics


Pete Doe is SVP, Analytics at Nielsen, based in New York City. He has over twenty five years’ experience in market research, audience measurement and statistical modeling techniques.
In his current role he manages the Data Science Analytics Business.
Group and has global responsibility for Nielsen’s data integration 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.
This broad remit builds on Pete’s track record of innovation and business skill that includes numerous patents and the founding of Nielsen’s data integration team in the US in 2007. In the same year this team created and successfully launched the world’s first TV/Internet Data Fusion, and the foundations created by this team has enabled the growth of Nielsen’s data fusion business worldwide: in 2014 the company created over 300 commercial data fusion databases.
Before moving to the United States in 2003, Pete was a board director at RSMB TV Research, UK, where he worked primarily on the BARB TV audience measurement currency as well as 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, Advertising Effectiveness and Big Data. In 2014 he became a Fellow of the Nielsen Data Science Institute, awarded in recognition of outstanding scientific achievement, leadership and service in the field of measurement and data science.
Pete is a graduate of King’s College, London University.

Bill FranksBio

Chief Analytics Officer

Teradata Corporation

Bill Franks is Chief Analytics Officer for Teradata, where he provides insight on trends in the analytics & big data space and helps clients understand how Teradata and its analytic partners can support their efforts. In addition, Franks is a faculty member of the International Institute for Analytics and the author of the books Taming The Big Data Tidal Wave and The Analytics Revolution. He is also a sought after speaker and frequent blogger. His work has spanned clients in a variety of industries for companies ranging in size from Fortune 100 companies to small non-profit organizations. You can learn more at

Diny HurwitzBio

Data Analyst

The Milwaukee Brewers

Diny Hurwitz, Data Analyst for the Milwaukee Brewers, joined the Milwaukee Brewers Baseball Club in August of 2007.  In his role, Diny helps with strategic market segmentation and manages lead generation as it relates to the customer relationship management system for the Brewers.  He is also responsible for back-end analysis of marketing and ticket sales promotions as well as helping the organization maintain the Club’s strong Season Seat Holder base. Prior to working for the Brewers, Diny worked four years in the List Division of A.B. Data, a Direct Marketing agency in the Milwaukee area.  There he assisted small and medium sized organizations with their direct marketing efforts by providing targeted consumer, business and response lists.
Growing up in Glendale, Wisconsin, Diny attended the University of Wisconsin-Madison.  There he graduated with double majors in Marketing and Management & Human Resources as well as receiving a certificate in International Business.  During this time, Diny had internships with both the Broadcast Marketing Unit at CBS News in New York City as well as the White House Office of Intergovernmental Affairs in Washington, DC.  In 2007, Diny received his Masters in Business Administration with an emphasis in Marketing from Marquette University.
Diny is an avid long distance bicyclist, having cycled in 22 U.S. states, as well as in Europe.  In the summer of 1999, Diny cycled 4,000 miles from Yorktown, Virginia to San Francisco, California.  He crossed the Golden Gate Bridge after 65 days of riding.

Robert WelbornBio

AVP, Data Science


Robert runs Data Science Research & Development at USAA as AVP, Data Science.  He focuses on the areas of machine learning, optimization, and high velocity data problems.  He worked for five years in the area of optimizing marketing & sales decisions.  He and his team won the 2013 ANA Marketing Analytics Leadership Award and were featured numerous times in Forrester Research case studies and articles.
Robert is a published economist on the topic of University Industry Linkages.  Robert still works with several academic institutions in turning theoretical research into applied decision analytics for USAA with organizations like the Wharton Customer Analytics Initiative and the DMA.
Robert has worked with the World Bank, Perot Systems (now Dell) and Neiman Marcus.  He received his undergraduate degree from Texas A&M University and his graduate degree from the University of California, San Diego.  He lives in San Antonio with his lovely wife and three children.

Walt GallBio

VP of Healthcare and Strategic Partnerships

Saffron Technology

Walt Gall is an entrepreneur with a systems biology background and an interest in growing disruptive technology start-up companies, ranging from the healthcare and biotech/pharma industry to software firms in mobile commerce and advanced analytics. He is currently VP of Healthcare and Strategic Partnerships for leading cognitive computing software firm Saffron Technology, leveraging biologically inspired computational approaches for “cluster of 1” personalization in consumer-facing sectors such as healthcare/life sciences, insurance, and financial services. Walt’s experience ranges from leading global R&D efforts with academic/industry partnerships to product commercialization, and business and corporate development activities with innovative software-driven technologies. As a champion for personalized medicine and an expert in biomarkers, cell signaling and metabolic networks, Walt has worked with various high tech platforms in the development and commercialization of biotechnology and medical device products, with companies such as BD and Metabolon. Walt is an executive advisor, inventor, and published geneticist who received his graduate degree in Molecular Biology from Vanderbilt University and carried out fellowship studies at the University of California at Berkeley and University of North Carolina at Chapel Hill.

Dave HastingsBio

Director of Product Analytics, Data Science and Engineering


Dave Hastings is Director of Product Analytics, Data Science and Engineering at Netflix. He is passionate about improving the way people do business through the use of information, analysis, and technology. He has an extensive background in both analytics and analytical applications. During his career, Dave has served a number of roles in Analytics, including Analytical Consultant, Data Warehouse Manager, Director of Product Management, and Director of Advanced Analytics and Data Science. Dave currently leads four teams within the Data Science & Engineering group all focused on capturing, surfacing and analyzing data to support the Product Management teams in their efforts to optimize the member experience of Netflix.

Jack HallBio

Vice President of Account Management


Jack Hall joined Buxton with 14 years of experience in multiple aspects of project and portfolio management, program management, client services and support, including the disciplines of technical publishing, software, knowledge base management, and retail modeling and analytics. His most recent position was that of Director of Client Services for Experian, where he directed client services for the market planning division.
As Vice President of Buxton’s Account Management team, Mr. Hall assists clients with more technical and complicated projects for the retail and healthcare divisions at Buxton. He also advises the sales team and provides support and direction for customized solutions provided by Buxton.
Mr. Hall is certified as a Project Management Professional (PMP) and holds a Bachelor of Science degree from Ball State University.

Dale GossBio

Senior Vice President, US East Operations

Jamba Juice

Dale Goss has served as Senior Vice President, Development since December 2012 and Vice President, Development since September 2008. Mr. Goss joined Jamba Juice as Vice President, Traditional Development in November 2007.
From October 2006 through November 2007, Mr. Goss was Senior Vice President of Development for Taco Bueno in Farmer’s Branch, Texas. From September 2001 through October 2006, he was Vice President, Concept Development for Brinker International in Dallas, Texas.
Mr. Goss holds an MBA in finance from the University of Kansas – Graduate School of Business.



The Conference is Thursday, May 1, 2014

Inn at Penn, 3600 Sansom Street
Philadelphia, PA 19104



Confirmed Attendees

Allianz Global Investors
Allison Hartsoe LLC
ALSAC/St. Jude Children's Research Hospital
Applied Predictive Technologies
AUS, Inc.
Blue State Digital
Bright Horizons Family Solutions
Cablevision Media Sales Corp.
Capital One
Carnival Corporation
Catholic Relief Services
Civis Analytics
ColdLight Services
Comcast Cable
Consumer Data Research Centre
Customers Bank
Ebay Enterprise
Famous Smoke Shop
Fidelity Investments
Free People / URBN Inc.
General Atlantic
Inbox Marketer Corporation
Independent Purchasing Cooperative
IPC / Subway
J&J McNeil Healthcare Consumer
Journal Media Group-Naples Daily News
JPMorgan Chase
Kellogg School of Management
King's College
Luker On Trends
Martindale's Natural Market
McDonald's Innovation Center
Mercury Partners LLC
Millennial Media
Naxion Research and Consulting
NetElixir, Inc.
Nielsen Catalina Solutions
North Highland
OFFIR Consulting
Turning Stone Resorts Casino
Owens Illinois
Principal Financial Group
Saffron Technology, Inc.
Samsung Electronics America, Inc.
Samsung SDS America
Shelter Capital
Teradata Corporation
The Haverford School
The Hershey Company
The Marketing Arm
Times-Shamrock Communications
Toys R' Us, Inc.
University of Pennsylvania
University of Quebec (UQTR)
USI Affinity
Visible World
Wawa inc.
Wawa, Inc
Wawa, Inc.
Waze - Google
weight watchers intl
Zhinuk Analytics


Room blocks have been reserved for conference attendees at discounted rates at the Inn at Penn (conference site) 3600 Sansom Street Philadelphia, PA 19104. You can make your reservation here.

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


8:00AM - 9:00AM

Registration and Breakfast

Sponsored by: Centris Marketing Science

9:00AM - 9:10AM


Eric Bradlow, The Wharton School

9:10AM - 9:15AM

Dean, Geoffrey Garret

The Wharton School, Dean

9:15AM - 9:45AM


Justin Cutroni, Analytics Evangelist for Google

10:00AM - 10:25AM

Reach, Resonance and Reaction: Measuring Advertising Effectiveness with Integrated Data

Jingsong Cui and Pete Doe, Nielsen

10:35AM - 11:00AM

Making Customer Analytics Actionable

Bill Franks, Teradata and Dave Hastings, Netflix

11:10AM - 11:30AM


Sponsored by: BeyondCore

11:30AM - 11:55AM

Driving Television Innovation with Big Data

Ben K. Tatta, Cablevision

12:05AM - 12:30PM

Cross Channel Effects of Search Engine Advertising on Brick & Mortar Retail Sales

Kirthi Kalyanam, Santa Clara University

12:40PM - 12:50PM

ANA Marketing Genius Presentation

Kathy Bachmann WG99, Marketshare

12:50PM - 1:45PM


Sponsored by: Marketshare

1:45PM - 2:10PM

Understand Your Members: A Cognitive Computing Approach to Personalization

Robert Welborn, USAA and Walt Gall, Saffron Technology

2:20PM - 2:45PM

What Are the Best Indicators of a Baseball Season Seat Holder Renewing Their Season Seats?

Matt Horton, and Diny Horwitz, Milwaukee Brewers

2:55PM - 3:15PM


Sponsored by: BeyondCore

3:15PM - 3:40PM

Optimizing Site Selection & Growth Strategies Through Customer Analytics

Jack Hall, Buxton and Dale Goss, Jamba Juice

4:25PM - 4:50PM

Customer-base Analysis Using Big Query Export for Google Analytics

Andy Granowitz, Google

5:00PM - 5:10PM

Closing Remarks

Pete Fader

5:10PM - 6:00PM

Concluding Reception



Justin Cutroni, Analytics Evangelist for Google

Reach, Resonance and Reaction: Measuring Advertising Effectiveness with Integrated Data

Jingsong Cui and Pete Doe, Nielsen

Making Customer Analytics Actionable

Bill Franks, Teradata and Dave Hastings, Netflix

Cross Channel Effects of Search Engine Advertising on Brick & Mortar Retail Sales

Kirthi Kalyanam, Santa Clara University

Understand Your Members: A Cognitive Computing Approach to Personalization

Robert Welborn, USAA and Walt Gall, Saffron Technology

What Are the Best Indicators of a Baseball Season Seat Holder Renewing Their Season Seats?

Matt Horton, and Diny Horwitz, Milwaukee Brewers

Optimizing Site Selection & Growth Strategies Through Customer Analytics

Jack Hall, Buxton and Dale Goss, Jamba Juice

Customer-base Analysis Using Big Query Export for Google Analytics

Andy Granowitz, Google


Company Website

WCAI is offering Sponsorship Opportunities to those individuals and companies that would like to be more involved in this year’s conference.  Packages vary, please contact Megan Gray for more information.