April 11 2015

Thinking About User Analytics: Thoughts From Kinnek

We'd like to present a piece from our friends at Kinnek, an exciting startup disrupting SMB purchasing. From Karthik Sridharan W'07 (CEO): In tech circles these days, data-related buzzwords are being thrown around like it's going out of style.  “User analytics”, “behavioral tracking”, “usage metrics,” “business intelligence,” “big data”.  On the one hand, it's great that people are starting to really starting to take seriously the notion that it is critical to have a quantitative understanding of your users' behavior and how your product is performing.  However, I think a lot of the hype around these buzzwords sometimes obfuscates the ultimate end-goal, which is simply to gain a better holistic understanding of your business.  Using some cool, funky new software is a means to an end, and oftentimes not a necessary means.  So let's say you start a company today, what are some of the things you'd want to think about during those initial conversations around user analytics? The first step is to really think about what major metrics are going to be your “core…

June 5 2014

The Wharton Data & Analytics Club is Born

On Friday, April 25, 2014, The Wharton Data & Analytics Club was voted into existence as an official Wharton Graduate Association (WGA) Organization by the newly elected 2014-2015 WGA leadership council. As of that day, the official formation of the club had been nearly a year and half in the making. Initial talks about the formation of such a club began during January of 2013 between Wharton Professor of Marketing and WCAI Co-Director Peter Fader and Lawrence Cole (WG15), then a new admit for the MBA class of 2015. For over 100 years, The Wharton School has been the standard for analytic and quantitative rigor in business. Out of that core competency, the Wharton Customer Analytics Initiative (WCAI) was formed as an  industry-facing academic research center focusing on the development and application of customer analytic methods. As data has been become increasingly available, companies have developed more and more of an appetite to recruit data savvy engineers and managers. At the same time, the proportion of students from across several business and technical disciplines who have…