Mary Purk

Executive Director, Wharton Customer Analytics The Wharton School, University of Pennsylvania

As the Executive Director of the Wharton Customer Analytics, Mary Purk leads the academic research center that focuses on the development and application of cutting-edge analytics methods. Through WCA’s experiential programs, Ms. Purk connects students, academics, and professionals across multiple industries to solve complex, real-world business challenges using machine learning, AI, and big data.

Ms. Purk has held other principal roles at Nielsen and IRI developing and implementing enterprise-wide analytic platforms focused on customers and brand equity. Her expertise includes forecast models, consumer segmentations, marketing mix models, product assortments, pricing, and digital strategies.

Other work experience includes leading the Retail Research Center at the University of Chicago Booth School of Business and consulting roles with Accenture and AT Kearney.

Ms. Purk is a proud MBA alumnus of the University of Chicago Booth and the University of Illinois. Ms. Purk has designed and instructed executive education courses, presented at numerous conferences, and published papers in the Journal of Marketing and Journal of Retailing.

Day 1: Sunday, January 26th

Sunday, January 26th, 2020

1:55 PM Transforming Your Data Science & Analytics Team Into Storytellers

What talent are you chasing for your DS and Analytics teams to leapfrog competitors?  The best data architects/modelers, or the best framers/storytellers? Or a combination?

Companies are increasingly engaging in innovative corporate strategies and challenges that stand to greatly benefit from academic inquiry. Firm boundaries are constantly being reconsidered by both digitally native firms (like Google and Amazon) and more traditional firms (like Comcast and McDonald’s) alike. New technologies and applications, such as ML, blockchain and AI are influencing corporate data and analytics strategies in ways that are only partially understood. It’s critical that enterprises foster a true, learning-based conversation around the effective use of such technologies and the framework that should govern their use.    By no coincidence, there is an increasing number of corporate/academic alliances that provide scale and scope to address the need for better, data-driven decision making. Many companies have fundamentally shifted how academics and industry are fostering collaboration to streamline business value, talent pipelines and innovation.  Key components shaping this trend are the need for unicorn talent integration into teams, selecting the correct rabbit holes/questions to answer, and fostering an adaptive business culture. Companies are recognizing that a handful of artful storytellers are the last puzzle piece needed to maximize the investment in DS unicorns, data lakes and terabytes of data.
Gain insight into how organizations are successfully utilizing academic partnerships to:
         Create collaborative data sharing and analytic inquiry approaches beyond technical infrastructure
         Leverage learning partnerships in talent investments
         Challenge corporate culture and status quo
         Balance quick wins vs. long term projects
         Influence IT capital investments/ROI

Check out the incredible speaker line-up to see who will be joining Mary.

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