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Eric Bradlow and Peter Fader, co-directors of WIMI (Wharton Interactive Media Initiative), talk about online user engagement and how businesses can gauge the effectiveness of their online marketing efforts. WIMI is focused on interactive media, its effects on global businesses, and implications for traditional business models. Building on Wharton's longstanding strength in conducting data-driven research, WIMI aims to influence decision-making and help companies understand how to monetize interactive data. WIMI's first-of-its-kind Modeling Social Network Data Conference, January 28-29, 2009, brings together leading academics and practitioners to uncover and define just what metrics matter in social network/social media marketing and messaging. Ongoing efforts include a joint call, with the Marketing Science Institute, for proposals to study user-generated content; job placement assistance for students and alumni; and the creation of an advisory board and executive board to encourage participation from alumni and leading-edge companies.
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