audit process. This should be a structured
process that, on a pre-defined frequency,
takes a critical look at every data element
(from raw data to derived metrics) and
evaluates its value. If it turns out that the
value derived by business from that data
element is decaying, follow-up with corrective action – either refresh the computation method to revise the data element
or replace the data element completely.
This alone should set companies well
along the way to incorporate the concept
of information decay into their data DNA.
Over time, we expect information decay – which we now refer to as “µDecay”
– to be formalized as an attribute of every
information entity. And once organizations
begin to measure information decay and
drive corrective actions, the value they
can extract out of data assets will grow.
Dhiraj Rajaram is the CEO of Mu Sigma, an
analytics services provider that provides services to
more than 75 of Fortune 500 companies. Krishna
Rupanagunta is the “geography head” and Aditya
Kumbakonam is the “delivery head” at Mu Sigma.
Successful Applications of Customer Analytics
WCAI 2014 Annual Conference
Thursday, May 1, 2014
Philadelphia, PA
Opening Keynote Speaker
Thomas H. Davenport
As a research center positioned at the intersection between academics and industry, The Wharton Customer Analytics
Initiative (WCAI) will be showcasing presentations that illustrate a high level of rigor but are also broadly accessible to
practitioners. Featuring MGM, Cleveland Indians, Pfizer/Kaggle, GE, Deloitte, Nielsen, and Visible World, presentations and case-studies will cover a wide range of challenges pertaining to customer-level data, including:
Emerging sources of television advertising response data
Driving season ticket sales
Modeling attrition and managing customer churn
Improving the effectiveness of marketing campaigns by
micro-targeting individual customers
Forecasting new product sales one customer at a time
A NA L Y T I C S
Register Now
www.wharton.upenn.edu/wcai
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