Friday, April 29, 2016

You can view photos from the event here and view video footage and slides below in the content section. 

Thank you to our speakers, sponsors, staff, and students who made this event such an outstanding success!

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Friday, April 29, 2016
8:00 am to 5:30 pm

The Logan Hotel
1 Logan Square
Philadelphia, PA 19103
WCAI logo
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About the Conference

The Wharton Customer Analytics Initiative (WCAI) continues to help shape the landscape of the customer analytics world. Building on momentum from previous years, our annual conference, “Successful Applications of Customer Analytics,” will return this spring.  The day-long conference will be filled with practical applications to demonstrate the real-world impact of analytics on an organization’s strategic decision-making. 

WCAI has curated each session for this year’s event by tapping on a diverse group of industry experts from companies such as American Apparel, Chase, Comcast Spectacor, Google, Michael J. Fox Foundations, Microsoft, and Qatar Airways.

The conference will be held at the brand new Logan Hotel on the Benjamin Franklin Parkway.  

To give audiences a better picture of this year’s conference, WCAI Co-Directors, Pete Fader and Eric Bradlow, sat down to talk about what they are most excited for this year.



“There aren’t many events like the WCAI conference. While many events talk about customers and data, the WCAI conference is the only event that I’ve been to that really helps you make customer analytics actionable. The detailed presentations, quality of speakers, and free-sharing of ideas makes this an extremely actionable event. I walked away with a looong list of contacts and topics to learn about.” 

-Justin Cutroni
Analytics Evangelist 

“For those on an analytical journey, the WCAI Conference is an invaluable resource for learning from the first-hand experiences of world-class organizations and for building meaningful relationships with peers across a diverse pool of industries” 

-Steven Elinson
Director of Corporate Applications & Business Intelligence
IPC / Subway

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

Ian Di TullioBio

As the Vice-President of CRM & Loyalty at Qatar Airways, Ian is responsible for increasing customer engagement and lifetime value by proactively managing the airline’s customer portfolio through a combination of value enhancing customer experience and relationship management strategies. As such, Ian has oversight for the organization’s customer data science & research, CRM & CEM, Customer Care, and FFP. Through this umbrella of customer centered-responsibilities, Ian and his team have the distinct privilege of analyzing AND acting on structured and unstructured data and interactions to construct engaging experiences across physical and digital customer journey touchpoints.

Ian holds an undergraduate degree in Finance from HEC Montreal and an MBA from Queen’s University in Canada. He also holds a PhD from Cranfield School of Management in the UK and speaks frequently at customer engagement events worldwide.

Keynote Speaker

Sandra NudelmanBio

Sandra Nudelman is the Head of Customer & Marketing Analytics across Chase. She is responsible for defining a strategy and building the capabilities required for customer-centric marketing and marketing optimization, enhancing customer experience and driving continuous improvement, and delivering other data and analytic insights to drive line of business results. She reports directly to Kristin Lemkau, the CMO for JPMorgan Chase, as well as Sally Durdan, the Head of Strategy for Chase Community & Business Banking.

Prior to joining Chase, Sandra spent six years at McKinsey & Co, the management consultancy, where she served some of the largest retail banks in the US as well as globally on growth strategy, marketing, as well as analytics. Before that, she founded and led a startup that applied advanced analytics to the legal field, and was a Financial Institutions M&A analyst at Salomon Smith Barney.

Sandra graduated from Harvard Business School with an MBA with Distinction, and from Harvard College magna cum laude with a special concentration in Behavioral Economics.

Kathy BachmannBio

Managing Director of Customer Success

MarketShare, a Neustar Solution

Kathy Bachmann is Managing Director of Customer Success for MarketShare, a Neustar Solution – 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.

Leigh Castergine C03Bio

Consultant/ Founder-Tixpertise

Digital Sports Companies

Leigh is a consultant for Sports Technology companies and Start-Ups in New York City. Her clients include: Blue State Digital, SeatGeek, Host Committee, and KORE Software where she helps with Product Strategy, Business Development, and New Product Design.

Prior to consulting, Leigh was the Senior Vice President of Ticket Sales and Services for the New York Mets. She was responsible for Season, Plan, Group, and Single Game Ticket Sales, Customer Service and Retention, Box Office Operations, and CRM and Ticketing Analytics. Prior to the Mets, she was the VP of Ticket Sales for the TD Garden and Boston Bruins, leading the sales teams to record revenues and beginning the sell-out streak that continues to this day.
Leigh also held positions with the Orlando Magic, Philadelphia Flyers, and began her career as an Inside Sales Representative with the Philadelphia 76ers.

Recently, Leigh founded Tixpertise, an early stage start-up in the Fan Data space.

She graduated with a degree in Economics from the University of Pennsylvania in 2003.

She lives in Jersey City, NJ with her partner Matt and their daughter Mackenzie.

Mark DiMaurizioBio

Senior Vice President, FanOne Marketing Services for Spectra Ticketing and Fan Engagement

Comcast Spectacor

Mark DiMaurizio serves as Senior Vice President, FanOne Marketing Services for Spectra Ticketing and Fan Engagement; part of Comcast Spectacor.  FanOne Marketing ( provides professional sports, college athletics, and entertainment organizations with a combination of digital sales (CRM) and marketing technologies coupled with industry-specific services designed to maximize ticket sales and retention. In addition to sales and marketing technology, FanOne couples strategic consultative services to integrate, align and maximize strategies into positive ROI tactics resulting in incremental revenue and productivity.

Mark’s prior role within Comcast Spector was as Vice President of Technology Solutions.  In this role, Mark oversaw the company’s sales and marketing technologies to cultivate, develop and retain customers for the Wells Fargo Center hosted sports properties (Philadelphia Flyers, Philadelphia 76ers, Philadelphia Soul and Wings), as well as other family show and concert events.  Mark also managed the CRM, marketing automation, database marketing and customer insight and analytic functions.

Mark joined Comcast Spectacor from GE where he was an IT Leader with their Capital Solutions business. Prior to that, he was with the National Basketball Association as Director of CRM and Team Technology for six seasons where he consulted with all NBA teams on CRM, Marketing Automation, and related technologies and processes.  Prior to the NBA, Mark was with Arthur Andersen Business Consulting for 5 years in their Media and Entertainment group where he consulted with such companies as the NFL, Martha Stewart Living, The New York Times, CBS, King World Entertainment and Morgan Stanley.

Mark earned a BA degree from Brock University and an MBA from the University of Connecticut. He and his wife, Kimberly, reside in Haddonfield, NJ with their daughters, Natalie and Audrey. He is originally from St. Catharines, Ontario.

Stephanie FergusonBio

General Manager Cloud and Enterprise Division


Stephanie Ferguson leads Integrated Marketing for Microsoft’s Cloud and Enterprise business. Stephanie is responsible for driving the worldwide strategy and execution of integrated marketing programs across the full marketing mix and customer lifecycle. She is responsible for global campaigns, advertising, digital marketing, brand, launches, events, and customer and audience programs for some of Microsoft’s largest and fastest growing businesses, including Microsoft Azure, SQL Server, and Windows Server. Stephanie’s career at Microsoft spans over nineteen years with leadership positions in Office, Windows Phone, Windows, and Server & Tools. She also spent several years as a Director in the People and Organization Capability group within HR, where among other things she was instrumental in shaping Microsoft’s leadership development programs. Prior to joining Microsoft, Stephanie spent six years developing and implementing IT solutions at IBM and Empire Blue Cross Blue Shield and working for a small business in the fashion industry. Stephanie holds an M.B.A. in marketing and strategic management from The Wharton School and an undergraduate degree in economics and computer science from Dartmouth College. Stephanie and her husband, Eric, live in Bellevue, Washington with their children. Outside of work Stephanie enjoys sports and the outdoors, cooking, and time with family and friends.


Emily Moyer WG03Bio

Senior Vice President, Marketing and Digital Strategies

The Michael J. Fox Foundation for Parkinson's Research

Emily Moyer is the Senior Vice President of Marketing and Digital Strategies at The Michael J. Fox Foundation for Parkinson’s Research, where she manages the Marketing, CRM/Analytics and Web Development teams. She is responsible for exponentially increasing the scope and scale of all Foundation constituencies, as well as driving community giving annual revenue. Prior to October 2014, as the Global Head of Marketing, Media at Thomson Reuters, Emily oversaw all B2B marketing activity for the news agency business, working in collaboration with international Sales, Product, Business Development, Strategy and Editorial teams. From 2008-2012, Emily was an independent digital media consultant focusing on revenue growth opportunities, cost reduction, business development, marketing, and new product development for online B2C content and mobile companies. Until 2007, she served as a Managing Director at The New York Times Company, where she led strategy and business development for a 30-member Advertising Sales team delivering $150 million in annual print and online revenue. Prior to this, she held financial, business development, product development, operational, and direct marketing roles in Circulation Finance and Consumer Marketing, also at the Times. Emily has an MBA in Strategic Media Management from The Wharton School at the University of Pennsylvania and a BA in Philosophy and Religion from Bowdoin College.

Andrew RentmeesterBio

SVP, Revenue Planning & Operations

Madison Square Garden Company
Prior to his time at MSG, he was the Director of Relationship and Strategic Marketing at the Oakland Raiders where he led the Strategic Marketing Department responsible for consumer marketing and branding across ticketing, merchandise and fan loyalty businesses.  Additionally, he managed CRM efforts, database marketing platforms and the strategic partnership with Ticketmaster.

He received his undergraduate degree from the University of Wisconsin-Madison and earned his MBA from the W. P. Carey School of Business at Arizona State University.


Andy is the Sr. Vice President, Revenue Planning & Operations for the Madison Square Garden Company.  He is responsible for defining and executing over-arching strategies to maximize ticket, club and corporate hospitality revenues across MSG Sports teams (NY Knicks, NY Rangers, and NY Liberty), MSG Productions (Radio City Christmas Spectacular and Family shows) and Suites at Madison Square Garden.  He leads an integrated team responsible for strategic sales planning and product mix, ticket operations, pricing, forecasting and analytics across the businesses.  Rentmeester joined MSG in 2011 as Vice President, Marketing of the NY Knicks where he led dynamic ticket pricing initiatives, directed integrated marketing communications, advertising, digital and social media platforms, in addition to supporting marketing partnership activation and community relations.

Prior to his time at MSG, he was the Director of Relationship and Strategic Marketing at the Oakland Raiders where he led the Strategic Marketing Department responsible for consumer marketing and branding across ticketing, merchandise and fan loyalty businesses.  Additionally, he managed CRM efforts, database marketing platforms and the strategic partnership with Ticketmaster.

He received his undergraduate degree from the University of Wisconsin-Madison and earned his MBA from the W. P. Carey School of Business at Arizona State University.

Krista SeidenBio

Analytics Advocate


Krista Seiden is an experienced leader in the digital analytics industry and a frequent speaker at industry events. She has driven analytics and optimization practices at companies such as Adobe, The Apollo Group and most recently Google. Currently, she is an Analytics Advocate for Google where she is responsible for educating and advocating for digital analytics and optimization best practices as well as running the GA Premium training program. As an active member of the digital analytics community, she also co-chairs the San Francisco chapter of the Digital Analytics Association (DAA) and mentors for the Analysis Exchange.Krista was the winner of the 2014 DAA Rising Star Award and the 2015 DAA Practitioner of the Year Award.She holds a B.A. in Economics and Political Science from the University of California, Berkeley and a marketing certification from the Wharton Business School. You can follow her blog at and on Twitter @kristaseiden.

Luba Smolensky W12Bio

Associate Director, Analytics

The Michael J. Fox Foundation for Parkinson's Research

Luba Smolensky is currently leading Analytics at the Michael J Fox Foundation. As part of the Digital Strategy & Marketing team, Luba focuses on quantifying constituent behavior, measuring the impact of marketing strategies, and enhancing donor reporting. Highly analytical, she aims to grow and strengthen the Foundation’s resources by using advanced statistical methodologies and data-driven frameworks.

Prior to joining The Michael J Fox Foundation, Luba worked as a marketing analyst at the Rosetta Group assessing digital marketing performance for pharmaceutical clients. She also consulted healthcare and finance firms at IBM on business analytics and optimization strategies. Her main interests lie in data analysis, marketing, statistics and healthcare.

Luba holds a MS in Marketing from Columbia Business School and a BSc from The Wharton School at the University of Pennsylvania.

Thoryn StephensBio

Chief Digital Officer

American Apparel

Thoryn is a prominent business and web analytics professional with expertise in complex data problem solving, data architecture, consumer insights, testing/personalization/recommendations and systems development. With fifteen years of management experience, he is responsible for growth and strategic development within companies such as American Apparel, Fox Networks (Fox Broadcasting, FX Networks and Fox Sports) and Amgen. His documented skill in analyzing user behavior data produces actionable results across a wide variety of platforms and applications.

Thoryn has a background in molecular and cell biology, with multiple scientific publications. His work has led efforts in cardiovascular and infectious disease drug development programs.

When he isn’t synthesizing information, Thoryn enjoys heli/backcountry snowboarding and competing as an Ironman distance triathlete.

2016 Attendees

Confirmed Attendees

AI, Machine Learning for Customer Analytics
Air Liquide
Allianz Global Investors
American Airlines
American Apparel
American Direct Marketing Resources
AmerisourceBergen Corp
Anheuser-Busch Inbev
Archbishop James University College (AJUCO)
AT&T Advanced Analytics
Audience Partners
BNY Mellon
Boston Univ. / Nascent Ventures
Callahan & Associates
Capital One
Clarion Capital Partners
Cleveland Indians
Comcast Cable
Comcast Ventures
Cushman & Wakefield, Inc.
Customers Bank
Deep Root Analytics
Ernst and Young
Five Below
Fox School of Business, Temple University
Inbox Marketer Corporation
Independent Purchasing Cooperative
Johns Hopkins University
KMM Inc. (ITC Limited company)
Lincoln Financial Group
MaassMedia, LLC
Madison Square Garden Company
Marketshare: A Neustar Solution
Marriott International
Mars, Inc.
Mercury Partners LLC
Michael J. Fox Foundation
Nielsen Catalina Solutions
Orzota, Inc.
Peirce College
Pfizer, Inc.
Qatar Airways
Republican National Committee
Revelwood Inc.
Ryerson University
Shippensburg University
Sirius XM Strategic Analytics
Stevens Institute of Technology
Swift Capital
T. Rowe Price
Temple University/Fox School of Business
The Estée Lauder Companies Inc.
The Vanguard Group, Inc.
TradeStation Technologies
Uber Technologies
University of PA, Penn Medicine Development
University of Pittsburgh Bradford
University of Rhode Island
University of Virginia, Darden School of Business
Verizon Wireless
Visible World
Wawa, Inc.
Wilmington University
ZS Associates


A room block has been reserved for conference attendees at a discounted rate at Philadelphia’s Newest Hotel, The Logan.

Reserve your room here


Here are the rates for valet parking at The Logan. Alternatively, there are self-park options nearby, for more information, click here.

The Logan Hotel Parking Rates


Overnight 8+ hours


Daily 0-1 hour


Daily 1-3 hours


Daily 3-8 hours




Capturing the spirit of our surroundings, THE LOGANSM is an independent hotel that blends sophistication with modern luxury. The Logan is a social hub in the heart of the cultural district, featuring outdoor living spaces, creative culinary experiences, a locally curated art collection and offering high-level, intuitive service.

Philadelphia’s most beloved hotel has undergone a complete transformation. Welcome to the reborn, re-imagined and refined independent luxury hotel of Philadelphia. The Logan is a social magnet, infused with a confident, sophisticated, and artful point of view. The Logan conveys a sense of place, authentic, of the people, without pretense yet city-cultured and sophisticated. A special enclave for business and leisure travelers alike, nowhere else gets you as close to all the action in Philadelphia, or if you choose, providing all you need so you never need leave the hotel. A vibrant hub, here lies Philadelphia’s true heart and soul of the city, teeming with extraordinary people and experiences.

1 Logan Square, Philadelphia, PA, United States

1 Logan Square, Philadelphia, PA, United States


8:00 am -- 9:00 am

Registration & Breakfast

9:00 - 9:15 AM


9:15 - 9:30 AM

Dean's Remarks

Dean Geoffrey Garrett

9:30 - 10:15 AM

Opening Keynote

Sandra Nudelman, Chase

10:15 – 10:30AM Q&A Keynote Session,

10:30 - 10:50 AM



10:50 - 11:20 AM

A Journey to Customer-Centric, Data-Driven Marketing

Stephanie Ferguson, Microsoft

11:20 – 11:30 AM Q&A Session 1,


Before interacting with traditional sales channels, most customers do their homework. Buyers learn about products and services by interacting with your product or brand through web, social, and event experiences, product trials, and connecting with trusted experts and existing customers. Each of these interactions are opportunities for organizations to gain insight into a customer’s needs and convert that understanding into increasingly personal and relevant experiences. Microsoft’s Cloud and Enterprise business is using customer analytics to engage customers across the sales and marketing lifecycle to attract, nurture, acquire, and retain customers with an understanding of their lifetime value and a commitment to earning fans who love the products they use and recommend them to others. Join Stephanie Ferguson for an inside look at Microsoft’s own journey to drive business growth by using data, analytics and automation to optimize marketing investment and customer engagement.   

11:30 - 12:00 PM

Uncouching the Fan: Using fan analytics to turn living room fans into ticket buyers

Leigh Castergine with Mark DiMaurizio (Comcast Spectacor) and Andrew Rentmeester (Madison Sq. Garden Company)

12:00 – 12:10 PM Q&A Session 2,

12:10 - 12:20 PM

Why Genius Analytics is Different

Kathy Bachmann, Marketshare, a Neustar Solution

12:20 - 1:20 PM


1:20 - 1:50 PM

Driving Growth in a Niche Market: How the Michael J. Fox Foundation Leverages Donor Data to Speed a Cure for Parkinson’s

Luba Smolensky and Emily Moyer, Michael J. Fox Foundation

1:50 – 2:00 PM Q&A Session 6,


Join the Michael J Fox Foundation to learn how the organization grows, engages and retains its philanthropic donor base—emphasizing efficiencies across a wide spectrum of high-touch fundraising and high-scale marketing tactics. We’ll cover the statistical methods, cultural challenges, and actionable outcomes of the Foundation’s robust transition to data-driven decision-making within donor management.


2:00 - 2:25 PM

The Future of Retail and the Convergence of Customer Centricity, IoT and Omnichannel

Thoryn Stephens, American Apparel

2:25 – 2:35 PM Q&A Session 7,


The rapid change in how consumers communicate, digest content, socialize, and make purchasing decisions has caused digital marketers to continuously evolve their marketing tactics to increase brand engagement. There is no shortage of data or technology there is a shortage of actionable insights that drive measurable return. Tackling the challenge of achieving real and measurable returns comes with how well you understand your target audience, the ability to tailor your value proposition with what motivates them to buy, segmentation and targeting of content and then keeping them engaged to return as a customer. Through best practices and examples you will learn:

  • How to leverage customer centricity as the foundation of your consumer strategy and how to take action on this data
  • Practical applications of omnichannel — the intersection of digital and retail in the consumer experience
  • Examples of how IoT is shaping the consumer experience and review of an on-demand retail case study

2:35 - 2:55 PM


2:55 - 3:20 PM

Best Practices for Testing, Adapting, and Personalizing

Krista Seiden, Google

3:20 PM TO 3:30 PM Q&A Session 8,


Learn how to take your A/B testing program to the next level. In this presentation, Krista will share her best practices for building a culture of optimization and personalizing the online experience to better deliver to each of your customers

3:30 - 4:00 PM

Going Places Together: the Qatar Airways Analytical Journey to Customer Excellence

Closing Keynote: Ian Di Tullio, Qatar Airways

4:00 PM TO 4:10 PM Q&A Session 9,


The key sections of the presentation will be following: Challenges to being Customer Centric in the Airline Industry, Value Drivers & Emerging Airline Industry Forces, QR Vision for Creating an Engaging Customer Journey through Data & Analytics, High Level Roadmap.

None of the information shared will be sensitive as I will not provide any specific details on how we will deliver this strategy. Rather, I will discuss the areas of focus for analytics and how they might allow us to provide an ever improving customer experience across touchpoints. This has to do with the very broad areas of Digital Transformation and Customer Interaction & Recovery, etc. more specifically, it outlines how knowing our customer better allows us to better meet and exceed their expectations when they connect with a QR touchpoint.

4:10 - 4:30 PM

QanAlytics Session

Pete Fader, The Wharton Customer Analytics Initiative

Submit questions to

This session is dedicated to the  “big picture questions” raised from the day’s content. We want our audience to be thinking of questions and comments throughout the day to bring up during this session.

The designated Pigeonhole session will be open all day for audience members to submit questions as they think of them.

4:30 - 4:45 PM

Closing Remarks

4:45 - 6:00 PM

Concluding Reception


Dean Garrett, Introductory Remarks

Opening Keynote

Q&A Session: Opening Keynote

A Journey to Customer-Centric, Data-Driven Marketing

View slides from this presentation


Q&A Session: A Journey to Customer-Centric, Data-Driven Marketing Q&A Session

Uncouching the Fan:Using Fan Analytics to Turn Living Room Fans into Ticket Buyers


ANA Marketing Genius Award

Driving Growth in a Niche Market

View slides from this presentation

Q&A Session: Driving Growth in a Niche Market: How the Michael J. Fox Foundation Leverages Donor Data to Speed a Cure for Parkinson's Disease

The Future of Retail and the Convergence of Customer Centricity, IoT and Omnichannel

View slides from this presentation

The Future of Retail Q&A

Q&A Session: Best Practices for Testing, Adapting, & Personalizing

View the entire presentation here

Closing Keynote Q&A



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Sponsorship opportunities are available, packages vary.  Please contact Megan Gray for more information, 215-746-4160.