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Tuesday, January 11, 2011

Wharton Consumer Analytics Initiative

This is good news, I was impressed by what I saw the Interactive Media Initiative doing.  Very empirically data based. They ask for the data!  Certainly the previous emphasis on interactive media  is important, but not all inclusive.  I look forward to see their new efforts.  They have an interesting Linkedin Group.

"With the start of the new year, we are pleased to announce the launch of the Wharton Customer Analytics Initiative (WCAI). This change is fundamentally an expansion of the Wharton Interactive Media Initiative (WIMI) into a research center where world-class researchers collaborate with leading-edge businesses to ask and answer critical data-driven questions. Many businesses have come to the recent realization that customer analytics is at the heart of what will give them a meaningful competitive edge; WCAI will help them understand how to leverage the individual-level data that they collect about their customers' online and offline behaviors.

This new initiative clearly defines what we really aspire to do as a center, specifically data-driven customer-level analytics, opening our research to a much broader set of industry sectors. This audience, of course, includes interactive media but we want our initiative to be equally attractive to other data-driven businesses, such as financial services, pharmaceuticals, telecommunications, nonprofits and other leading firms that recognize the key role of customer-level data in determining future strategies and tactics.... "

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