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.|
The Role of Mere Closeness: How Geographic Proximity Affects Social InfluenceFeb 19, 2016 Jannik Meyners, Christian Barrot, Jan U. Becker, and Jacob Goldenberg, 2016, 16-106
Field and experimental studies show that marketers can use geographic data to actively manage product recommendations—leading to higher conversion rates and purchases of products that better-suit customer needs.
The Dark Side of Big Data’s Effect on Firm PerformanceFeb 17, 2016 Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier, 2016, 16-104
A rare customer-centric perspective on firms' customer data use, based on event study of data security breaches affecting 167 public companies
5 Things I Know About Marketing – GE’s Sean BurkeFeb 10, 2016
"More than ever, marketing must solve for speed and scale," says GE's Sean Burke. "We have to be faster in everything we do. Our customers expect that."
Competitive Price Targeting with Smartphone CouponsFeb 8, 2016 Jean-Pierre Dubé, Zheng Fang, Nathan Fong, and Xueming Luo, 2016, 16-103
Mobile technology allows firms to target promotional offers to customers located near a competitor. How does competitor response moderate the profitability of geo-conquesting?
Creating Value with Big Data AnalyticsJan 29, 2016
Webinar featuring Peter Verhoef, University of Groningen
How can marketers use big data for smarter decision making?
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