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.|
Marketing ROI Analytics in 2016: The Baby and the BathwaterFeb 28, 2017
Ross Link, Former President, Global MROI Solutions, Nielsen
Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI.
Closing Thoughts: Harnessing Marketing Analytics for Business ImpactFeb 09, 2017 Randolph E. Bucklin
Concluding remarks from MSI February 2017 conference, "Harnessing Marketing Analytics for Business Impact"
Scalable TargetingFeb 09, 2017 Sanjog Misra, University of Chicago
In this talk, Sanjog Misra will present a framework that brings together experimental methods, machine learning and causal inference, as well as marketing and economic theory, to achieve this promise, and will illustrate implementations using multiple real-world case studies.
Two Views on the Future of Marketing AnalyticsFeb 09, 2017 Koen Pauwels, Özyeğin University
What does the future hold? Deep learning, self-service analytics, confirmation bias, fast hypothesis testing, augmented reality, IoT?
The New Market Research Landscape in Media and EntertainmentFeb 09, 2017 Matt Kautz, Vice President of Business Intelligence, Analytics and Research, Machinima
How can marketers in the media and entertainment industry use these data sets to address their strategic questions? Matt Kautz will present a framework and offer a deep-dive into some case studies on creative optimization, forecasting, and media targeting.
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