Wharton Customer Analytics

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Leveraging Analytics Today and Tomorrow: Test and Learn

The pandemic has left many companies with mountains of historical customer data that can no longer effectively help them move forward. The models they used to formulate insights and predictions just months ago are less predictive about future customer behavior. The good news for firms that are developing their analytics capability is that the playing field is more level. Today, there are opportunities for firms if they are prepared to be nimble and ready to embrace risk, says Wharton marketing professor Raghuram Iyengar.

“In today’s pandemic world, and in the post-pandemic future, customer behavior has fundamentally changed. Companies that were already digital have a lot of data, but to successfully harness the power of analytics, new competencies have to be built.”