Conference Summaries

Marketing Analytics in a Data-Rich Environment

This report summarizes the proceedings of MSI's conference, "Marketing Analytics in a Data-Rich Environment" held on July 31-August 1, 2014, in San Francisco, California. Business and academic speakers discussed just-emerging applications of analytics and new ways to harness real-time data to better-understand customers and improve decision making.

Getting to ROI: Realizing Big Benefits from Big Data and Analytics
Jeanne Harris, Accenture Institute for High Performance

The Dos and Don’ts of Big Data
Scott A. Neslin, Dartmouth College

Producing Marketing Knowledge
Carl F. Mela, Duke University

Big Data Isn’t Enough
Will Bullock, Facebook Inc.

Social Media’s Role in Data-Driven Marketing
David A. Schweidel, Emory University

Market-Making with Personal Data
John Deighton, Harvard Business School

From Surveys to Big Data Analytics: CPG Perspectives on the Journey
Brandon Paris, General Mills, Inc.

Big Value from Big Data with Marketing Science
Sanjog Misra, UCLA

No More Focus Groups
Cerita D. Bethea, Kimberly-Clark Corporation

Mobile Marketing Data Analytics and Targeting Strategies
Xueming Luo, Temple University

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Marketing Analytics in a Data-Rich Environment

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