New Data and Skills
|The rapid change in marketing can best be seen in the plethora of new types of data and new analytic approaches to gain insights. There is also a sense that the old methods aren’t working as well, and that some of the traditional indicators and metrics are less effective. Marketers need new approaches that enable firms to gain insights from multiple approaches, to synthesize, to bring together disparate methods to drive action.|
How Customers Feel about Your Data PracticesAug 25, 2016
And what companies can do about it
Why Firms Should Invest in Social MediaAug 25, 2016
Firm content on social media strengthens the effect of TV and email marketing.
Quantitative Analytics of Social MediaJul 29, 2016 Wendy Moe, University of Maryland
Wendy will explore the potential biases and pitfalls of social media data, and will introduce new models that accommodate these biases.
NetnographyJul 28, 2016 Rob Kozinets, University of Southern California
Rob will introduce the principles of netnography and online ethnography, bringing an experience-design-based focus to analysis of social media data.
Board of Trustees Meeting: Understanding Customers in a Digitized WorldPrepared by Shrabastee Banerjee, Masha Ksendzova, and Cansu Sogut, 2016, 16-301
As technology continues to transform the path to purchase and delivery channels, companies are creating new ways to reach and offer value to “always on” consumers. At the April 14-15, 2016 Trustees Meeting, presenters explored new and evolving approaches to advertising, customer experiences, marketing analytics, and digital marketing.
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