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.|
Mobile Diaries in Marketing ResearchAug 29, 2016
Diaries can capture what metered measures miss.
Detecting Customer Milestones in Cross-channel DataAug 29, 2016
New method extracts timely customer knowledge in big data.
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.
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