Data generated through interactive media are incredibly rich, and the challenges to fully capture, understand, and take action based on them are substantial. Many enterprises are placing big bets that the creation of such data - and the insights that they can  provide - is a key factor that will power their businesses to new heights or, in certain cases, protect older businesses from extinction. Building on The Wharton School's deep expertise in applying analytical methods to consumer and marketing issues, WIMI's goal is to facilitate collaboration between leading-edge businesses and world-class academics from around the world to ask and answer the critical questions related to interactive media.

While the phrase "interactive media" is used quite broadly, we have a specific definition for it: interactive media are methods of content distribution and information acquisition  that allow for the precise tracking of individual users and their specific actions over time. This definition covers most forms of digital media, but also includes significant aspects of more traditional media - i.e., those that utilize detailed measurement and user-level tracking.

For Faculty and Doctoral Students: WIMI provides a rich set of resources for researchers interested in interactive media, including research opportunities with corporate partners, research funding, a working papers series, research proposal competitions and promotion of research findings among practitioners and academics.  For more information on how to get involved, see our page for researchers.

For Corporate Partners: In addition to making research findings and results available to practitioners, WIMI provides our Corporate Partners with a number of ways to get involved in research, providing context, motivation and data to top researchers and getting early access to WIMI research findings. Companies interested in a corporate partnership can contact Steve Ennen, WIMI Managing Director, ennen@wharton.upenn.edu.