Today’s big data poses a new challenge, one that does not build on traditional marketing skills. Some firms are turning to entirely new approaches like machine learning and data visualization to harness the potential of the unstructured data generated by websites, social platforms, and mobile devices.
The danger is that the customer experience increasingly will be shaped by software engineers, rather than marketers. Known for their abilities as data gatherers and interpreters, marketers must now act as leaders as well. Can they lead firms to the holy grail of big data: richer, faster customer insights generating more-targeted offerings more quickly?
Big Data in Marketing:The Rise of Data DiscoveryDec 17, 2013 Thomas H. Davenport, Professor of IT & Management, Babson College
The Rise of Big Data Analytics for MarketingDec 17, 2013
Tom Davenport and Tasso Argyros
A December 2013 webinar featuring Professor Tom Davenport and MSI industry partner, Teradata, discussing the evolution of marketing analytics, along with new tools and techniques, marketing attribution and customer data management practices from B2C and B2B organizations, and the need for a "360 customer interaction" repository.
Mining the gold of social TV dataNov 26, 2013
University of Pennsylvania’s Shawndra Hill has conducted some of the first academic studies that link social media strategies to online content and sales in real time.
Think Socially: Identifying Opportunities for Value-Driving Social Media MarketingSep 20, 2013 Andrew T. Stephen, University of Pittsburgh
Despite a general acceptance that social media has the potential to be an effective marketing channel, many marketers continue to struggle to find ways to strategically use social media. This session will help marketers “think socially” by helping them identify opportunities for leveraging social media to generate value for their companies and customers. We will go beyond the more conventional uses of social media (marketing communications) to see how some leading companies think socially in various marketing functions (e.g., customer service, product development, market research) and, in doing so, create real value from social media. We will also cover some of the latest findings from academic research on social media marketing. By the end of this session participants will have been exposed to fresh perspectives on social media marketing and have had an opportunity to generate ideas for how they can think more socially in their marketing organization.
Q&A with Harvard’s John DeightonJul 18, 2013
In June, John Deighton, Harvard Business School, completed his two-year term as MSI’s Executive Director. He offers his perspective on MSI and the marketing field today.
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