Wharton Customer Analytics

Learning by Doing

Our programs connect industry with researchers and students with the goal of innovating the field of data analytics, fostering new relationships and creating dynamic thought leadership. At Wharton Customer Analytics, we work with companies to transform business thinking, translate research findings, and teach students.

Our innovative programs transform businesses with analytics by leveraging the latest advances in machine learning and AI through student engagements, conferences, and online learning platforms.

Corporate Partnerships

Corporate Partners elevate their organizations by leveraging insights from customized research projects to create real business value and thought leadership.

Develop Analytics Skills

Through our online modules and workshops, students and industry professionals sharpen their analytics skillset regardless of their location.

Experiential Learning

The era of big data has energized Wharton’s approach to business analytics education through experiential learning opportunities where students work with actual companies, using real-world datasets.

Thought Leadership

Wharton Customer Analytics is dedicated to sharing the knowledge created by our extensive network of student and academic researchers. Learn more about our published papers, case studies, and research opportunities.

Our Leadership

Professor Raghu Iyengar - Faculty Director, Wharton Customer Analytics

Raghu Iyengar

Professor Raghu Iyengar’s research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. The success of such pricing mechanisms to extract consumer surplus depends on how consumers respond to different components. Methodologically, Iyengar has developed novel consumer demand models that capture the effect of multi-part pricing tariffs in a theoretically meaningful way and include contextual factors such as consumers’ uncertainty about usage. Substantively, he has shown that accounting for consumers’ uncertainty is important for firm profits especially when multi-part prices are employed. In the area of social networks, Iyengar has done work that has investigated how and why such influence may be at work. Across several studies, Iyengar has identified the underlying mechanism(s) such as awareness, social learning or social normative pressure that may be at work in different contexts. Understanding the mechanism(s) is important not only theoretically but also managerially, because which customers to target and which ties to activate using what message depends on what mechanism is at work.

Professor Iyengar’s other current research projects focus on the impact of referral coupons on consumer behavior and how changes in loyalty program requirements may change future customer behavior. His research has been published or forthcoming in Journal of Marketing Research, Marketing Science, Psychometrika, Quantitative and Marketing Economics and Experimental Economics. He serves on the Editorial Boards of Journal of Marketing Research, Marketing Science and the International Journal of Research in Marketing.

Professor Iyengar’s teaching interests are in the area of Marketing Research and Analytics. He earned his PhD and MPhil from Columbia University and his B. Tech. from IIT Kanpur, India.

Contact Raghu at riyengar@wharton.upenn.edu.

Miers-Busch, W’1885 Professor, Professor of Marketing
Faculty Director, Wharton Customer Analytics
Mary Purk headshot

Mary Purk

As the Executive Director of Wharton Customer Analytics, Mary Purk leads the academic research center that focuses on the development and application of cutting-edge analytics methods. Through WCA’s experiential programs, Ms. Purk connects students, academics, and professionals across multiple industries to solve complex, real-world business challenges using machine learning, AI, and big data.

Ms. Purk has held other principal roles at Nielsen and IRI developing and implementing enterprise-wide analytic platforms focused on customers and brand equity. Her expertise includes forecast models, consumer segmentations, marketing mix models, product assortments, pricing, and digital strategies.

Other work experience includes leading the Retail Research Center at the University of Chicago Booth School of Business and consulting roles with Accenture and AT Kearney. Ms. Purk is a proud MBA alumnus of the University of Chicago Booth and the University of Illinois.

Ms. Purk has designed and instructed executive education courses, presented at numerous conferences, and published papers in the Journal of Marketing and Journal of Retailing.

Contact Mary at marypurk@wharton.upenn.edu.

Executive Director, Wharton Customer Analytics
Executive Director, AI for Business

Our Mission

Wharton Customer Analytics is the preeminent academic research center focusing on the development and application of business analytics methods. WCA focuses on all aspects of the customer experience through research and experiential learning engagements. We work with companies to transform business thinking, translate research findings, and teach students.

Get Involved

Dynamic Learning Partner

  • Increase visibility as a thought leader and gain access to the Wharton and Penn talent pipeline by providing experiential learning opportunities.

WCA Research

  • Search our archives of published papers, student research projects, case studies, and research opportunities by industry, company, project type, etc.

Executive Education

  • Sharpen your analytics mindset and understand the latest AI and machine learning applications through Wharton’s one-week intensive Customer Analytics course.


digital butterfly

Using Data Analytics as a Source for Change

If knowledge is power, then the vast knowledge contained in big data is powerful enough to change the world. But simply harnessing bits and bytes into tidy tables or whizbang algorithms won’t move the needle on progress.

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man holding a remote

Keeping Viewers Glued to Their Seats at the 2021 Analytics Accelerator

An MBA and undergraduate student team analyzed data from FOX Entertainment to help inform data-driven promotion strategies for marketing their TV shows.

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Kate Johnson

What Does it Mean to Be a Courageous Leader? Ask Microsoft’s Kate Johnson

Kate Johnson, president of Microsoft US, spoke with Wharton Customer Analytics Executive Director Mary Purk about her career journey, managing and leading change, and Microsoft’s efforts to drive diversity and inclusion.

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credit card machine

Datathon Challenge: How to Boost Sales for a Global Retailer

Students compete is WCA’s first virtual datathon to help an international retailer find innovative ways to help the company improve its gross margins.

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Wharton Customer Analytics
Wharton Academic Research Building
265 S. 37th Street, Third Floor
Philadelphia, PA 19104