Agenda

Please check back regularly as we continue to add additional programming and speakers. Timing is subject to change.

Monday, May 3

Monday Conference Sponsor

Petco Logo

1:00–1:05 p.m. ET

Welcoming Remarks

Erika James

Erika James 
Dean
The Wharton School

Raghu Iyengar

Raghu Iyengar
Faculty Director
Wharton Customer Analytics

1:05–1:25 p.m. ET

Keynote Address

Data and Analytics as a Source of Truth and a Force for Good

Advertising, like any other form of content, has the ability to change people. That is its primary purpose; to impact hearts and minds. Its messages are meant to reach consumer segments that inspire audiences to take action.

Keynote speaker, Jamie Moldafsky, Chief Marketing and Communications Officer at Nielsen, will discuss the moral imperative to use data and analytics as a force for good, and ultimately, systemic change.

It is our business responsibility to share data, but we have a high privilege to share truth and accuracy. What we learned during the pandemic has amplified that, and companies will need to demonstrate why this is a good thing to do. Jamie will discuss her leadership journey, reflect on cultural shifts, and how the use of data to create more inclusive content can shape a positive trajectory for an industry.

Jamie Moldafsky

Jamie Moldafsky, WG’89
Chief Marketing and Communications Officer
Nielsen

1:25–1:40 p.m. ET

Live Q&A

Raghu Iyengar

Moderated by
Raghu Iyengar
Faculty Director
Wharton Customer Analytics

1:40–1:55 p.m. ET

Lessons Learned from AI in Enterprise

Over the next decade, every company will be transformed by AI.  In this presentation, Rajen will explore some of the most prominent use cases and challenges with implementing AI in enterprise. Also, he will go over the key lessons learned in implementing AI and provide examples.

Rajen Sheth Headshot

Rajen Sheth
VP, Google Cloud AI and Industry Solutions
Google

1:55–2:10 p.m. ET

Fairness in AI – Lessons from Practice

Pymetrics helps companies build the workforce of the future, using behavioral science and audited AI technology. Dr. Vaughan will discuss their efforts to deploy machine learning at scale, with a particular focus on their efforts towards diversity, fairness, accountability, and transparency. Lastly, he will discuss the road ahead for fairness in the AI space, with learnings derived from the many challenges (and benefits) of their efforts deploying AI in a regulated environment.

Alex Vaughan

Alex Vaughan
Chief Scientific Officer
Pymetrics

2:10–2:25 p.m. ET

Live Q&A

Elizabeth (Zab) Johnson Headshot

Moderated by
Elizabeth (Zab) Johnson
Executive Director and Senior Fellow
Wharton Neuroscience Initiative

2:25–2:55 p.m. ET

Live Q&A: Analytics is a Team Sport

Daryl Morey serves as the President of Basketball Operations for the Philadelphia 76ers, joining the organization in the summer of 2020 after 14 seasons with the Houston Rockets. In his prolific career leading NBA teams, Daryl has utilized analytics to recruit talent and maximize player and team performance. In this live Q&A session, Daryl will answer questions from the audience about how he uses analytics to create impact on and off the court.

Daryl Morey

Daryl Morey
President of Basketball Operations
Philadelphia 76ers

Adi Wyner Headshot

Moderated by
Adi Wyner
Faculty Lead
Wharton Sports Analytics and Business Initiative

2:55–3:00 p.m. ET

Closing Remarks

Mary Purk

Mary Purk
Executive Director
Wharton Customer Analytics and AI for Business

Tuesday, May 4

10:00 a.m.–12:00 p.m. ET

Technical Workshop

Microsoft Azure Logo

Marketing at Scale: How Microsoft Uses the Cloud and Analytics to Discover Powerful Insights

In this session, you will learn about Azure and how the Microsoft marketing team turns ideas into solutions by leveraging the Azure products and services. You’ll learn the basics of Azure storage, Azure Synapse, and Azure Purview for data governance as well as how to use those services to power your immediate BI and machine learning needs.

Key topics in this session include:

  • An overview of Azure portal and Azure products/services
  • A clouding computing architecture example within the Microsoft marketing department
  • A demo of how to store the data and collaborate it between Azure Storage and Azure Synapse
  • A demo of ML solution with a focus on Azure Synapse

Prerequisites: None

Software: None required 

This workshop will provide a technical overview of the Azure portal and relevant data analytical services. For access to the Azure portal, please set up an Azure account here.

Led By

Zhijun Guo

Zhijun Guo
Marketing Communication Manager
Microsoft

Praveen Palepu

Praveen Palepu
Director for Marketing Data Science, Marketing Operations and Technology
Microsoft

3:00–5:00 p.m. ET

Technical Workshop: A/B Testing Tool

AI for Buisness Logo

The Art & Science of A/B Testing for Business Decisions

Can you make business decisions with the certainty of a scientist? That is the promise of A/B testing, which is a well-established but increasingly popular business practice based on using randomized controlled experiments for managerial decisions. But where exactly does this supposed science fit into the art of running a business? When should you run experiments? How should you interpret the results of an experiment? How do you balance the need to gather more data with the need to make a concrete decision? How can modern techniques from machine learning be used to get more out of your A/B tests? And what are common traps managers fall into when implementing a decision-making strategy based on A/B testing? In this workshop, we will use a mix of lecture, discussion, and interactive simulations to address these questions by introducing both core concepts and modern developments in the practice of A/B testing.

Key topics in this session include:

  • What is A/B testing and what problems does it solve?
  • How do you interpret the results of an experiment?
  • What are the key features of a successful A/B testing strategy?
  • What are the limitations of A/B testing for business decision making?
  • What’s new in A/B testing and how will the practice change in coming years?
  • Simulation exercise that provides a hands-on, interactive method for learning about the benefits and challenges of using A/B tests for business decisions

Prerequisites: None

Software: Modern web browser & Zoom

Led By

Alex Miller head shot

Alex P. Miller
Ph.D. Student, Information Systems
The Wharton School

Wednesday, May 5

12:00–1:00 p.m. ET

Networking

This informal networking session gives attendees the opportunity to choose between two breakout sessions:

New Data Sets in Marketing Science, Facilitated by Eric Bradlow, Vice Dean of Analytics at Wharton, and Lauren Nelson, Director of Analytics at Wharton

In this networking session, attendees will discuss their experience using new and novel data sets to optimize performance. Attendees will share examples and best practices for utilizing data to inform marketing practices, maximize revenue, and streamline operations. Attendees will also discuss cutting-edge technology and innovative practices in data collection and analysis that have impacted their work.

Digital & Cultural Transformation: Adoption of Analytics and AI in your Organization, Facilitated by Raghu Iyengar, Faculty Director of Wharton Customer Analytics, and Mary Purk, Executive Director of Wharton Customer Analytics and AI for Business

In this networking session, attendees will discuss how to transform business thinking in their organization by adopting a culture of data and analytics. This networking session will be a great opportunity to learn how to build a culture of analytics and AI to generate actionable insights and implementable solutions to transform the company culture. Attendees will be encouraged to share examples of how analytics and AI have been implemented at their organizations and what kinds of cultural transformations, if any, have occurred as a result.

Thursday, May 6

10:00–11:30 a.m. ET

Technical Workshop

Penn Wharton Budget Model Logo

What Do We Know and Do We Actually Know It: Using Federal Economic Data for Policy Analysis

Economic statistics collected and published by the federal government are essential for decision makers in both the public and private sectors. But economic data varies widely in terms of accuracy, availability, timeliness, and ease of interpretation. We review several key federal data sources from an applied perspective, discussing how (and whether) policymakers and the public can use the data to guide decisions, especially in a crisis. We cover the data underlying forecasts of revenue and the effects of tax changes, headline indicators for the economy like GDP and unemployment, real-time measurement of behavior and economic activity during the COVID-19 pandemic, and other topics.

Prerequisites: None

Software: None

Led By

Alexander Arnon

Alex Arnon
Associate Director of Policy Analysis
Penn Wharton Budget Model

Richard Prisinzano

Richard Prisinzano
Director of Policy Analysis
Penn Wharton Budget Model

3:00–5:00 p.m. ET

Technical Workshop

Teradata Logo

Integrating Data in Teradata Vantage – A Case Study on Delivering Business Insights During COVID-19

Everything we knew as a society changed in March 2020. Leaders, data scientists and analysts across industries have been challenged with “new” and rapidly evolving business questions. Customer behavior patterns could no longer be easily predicted, forcing business to understand the new normal.  When will customers return to restaurants, shops, work? When will massively disrupted supply chains return to predictable patterns? How can we minimize risk for our business? In this 90-minute workshop, we will explore first-hand Teradata’s Resiliency Dashboard, a business-centric, execution-focused tool designed to help companies navigate during the pandemic and beyond. We will explain how integrated diverse data sets from this dashboard can jump start modeling efforts to inform business decisions. Participants for this hands-on interactive session will walk away with several real-time case study implementations and novel ideas for utilizing data to gain insights into their own organizations.

Key topics in this session include:

  • Importance of using analytics to solve business problems
  • Combining first-party data with publicly available data to make better decisions
  • Reviewing a business case for a large media and entertainment company whose business was impacted by COVID-19

Prerequisites: None

Software: (optional)

  • Tableau Reader
  • Tableau Dashboard

Led By

Phil Bangayan headshot

Phil Bangayan
Principal Data Scientist
Teradata

Liza Duffy Headshot

Liza Duffy
Customer Success Manager
Teradata

Friday, May 7

Friday Conference Sponsor

McKinsey Logo

1:00–1:05 p.m. ET

Welcoming Remarks

Mary Purk

Mary Purk
Executive Director
Wharton Customer Analytics and AI for Business

1:05–1:35 p.m. ET

Endnote Address

The Importance of Cultural and Social Intersections to Data Analytics

Sue Taylor will discuss the importance of inclusiveness in our research and analysis. Sue will reflect on the responsibility we, as leaders, have to courageously pause, reflect on the gaps and lean into what it takes to create change or movements, integrating diversity, equity and inclusion into our work.

Sue Taylor Headshot

Sue Taylor
Chief Information Officer
Bill & Melinda Gates Foundation

Mary Purk

Fireside Chat with
Mary Purk

Executive Director
Wharton Customer Analytics and AI for Business

1:35–1:55 p.m. ET

Faculty Roundtable

Eric Bradlow

Eric Bradlow
Vice Dean of Analytics at Wharton
Chairperson of Wharton Marketing Department

Stephanie Creary

Stephanie Creary
Assistant Professor of Management
The Wharton School

Katherine Klein

Katherine Klein
Edward H. Bowman Professor of Management
Vice Dean of the Wharton Social Impact Initiative

1:55–2:00 p.m. ET

Closing Remarks

Eric Bradlow

Eric Bradlow
Vice Dean of Analytics at Wharton
Chairperson of Wharton Marketing Department