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Conference Summaries

Harnessing Marketing Analytics for Business Impact

Prepared by Jessica Jumee Kim, Keunwoo Kim, Kalyan Rallabandi, and Dan Yavorsky, 2017, 17-300

Co-sponsored by the UCLA Morrison Center for Marketing and Data Analytics, this conference offered views from the forefront of data science and marketing analytics. Industry and academic leaders presented the latest research and case studies on how firms can deploy analytics beyond advertising to innovation, distribution and pricing for maximum impact.

Contents

Effects of Social Networks: Takeaways from the Digital Entertainment Industry
Elisabeth Honka, UCLA

The New Market Research Landscape in Media and Entertainment
Matt Kautz, Machinima/Warner Brothers Studios

Dynamic Pricing in a Labor Market: Surge Pricing and Flexible Work on the Uber Platform
Keith Chen, UCLA and Uber

Causality, Optimality, and Marketing Modeling
Peter E. Rossi, UCLA

Scalable Targeting
Sanjog Misra, University of Chicago

Two Views on the Future of Marketing Analytics
Mo Patel, Teradata
Koen Pauwels, Özyeğin University

Short- and Long-Term Impacts of Intrusive Advertising
Ayman Farahat, Amazon

TV Ads and Search Spikes: Toward a Deeper Understanding
Kenneth C. Wilbur, University of California, San Diego

Advertising Spending in the Digital Age
Shuba Srinivasan, Boston University

Related links

TV Ads and Search Spikes: Toward a Deeper Understanding
Rex Y. Du, Linli Xu, and Kenneth C. Wilbur (2017) [Report]

Related Conference:

Harnessing Marketing Analytics for Business Impact

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