Wharton Customer Analytics
Spring 2021 Analytics Accelerator
Despite disruptions caused by the pandemic, Wharton Customer Analytics successfully hosted its sixth (second virtual) Analytics Accelerator. Over the course of nine weeks, student teams, comprised of undergrads and graduates across the University, worked with real-world data to solve a unique challenge posed by their respective company sponsors. This flagship experiential learning program culminated in the Summit on April 16, 2021, when student teams presented their findings.
By The Numbers
McDonald’s is the largest restaurant chain by revenue serving 69 million customers daily in over 100 countries. The restaurant chain would like to answer several questions around organic and paid social media and how it impacts financial performance. Additionally, McDonald’s would like to better understand the impact of an “always on” social media strategy versus a “big splash” strategy in driving sales and brand affinity.
FOX Entertainment currently serves as FOX’s television production arm. FOX is looking to establish a new marketing mix model to optimize owned marketing strategy for premiere campaigns. Additionally, FOX would like to determine the effects of social media content marketing and how it affects different types of shows with respect to genre, new or returning shows, and seasonality.
About the Analytics Accelerator
Every fall and spring semester, Wharton Customer Analytics hosts the Analytics Accelerator, an experiential learning program that pairs students with a company to solve a real-world business problem using the company’s actual datasets and the latest techniques including machine learning and AI.