Wharton Customer Analytics

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Big Data’s Biggest Challenge: How to Avoid Getting Lost in the Weeds

Companies have access to more data than ever before. But how can they optimize it without getting lost in the weeds – or losing sight of the customer? Evite CEO Victor Cho and Wharton marketing professor Raghuram Iyengar offered advice from their own experiences during a recent conversation with Knowledge@Wharton. Cho was on campus to host a Datathon with Wharton Customer Analytics, which Iyengar co-directs. Penn students from multiple academic majors were given datasets from Evite and asked to come up with solutions based on the data for improving Evite’s platform and increasing revenue. Evite is among the participants in WCA’s corporate partner program, which seeks to help companies find ways to better use their data through collaborations with academic researchers, student projects and other initiatives.