Marketing in a Digital Age: The Democratisation of Analytics
Featuring Stan Maklan
According to the Harvard Business Review, digital is at the core of everything in marketing today—it has gone from “one of the things marketing does” to “THE thing that marketing does”.
This seminar provides an overview of the challenges and opportunities that digitalisation provides, and how some real-world companies have responded to these to build competencies in what, for marketeers, may be new and unfamiliar bodies of knowledge.
- To dynamically look at raw data from different viewpoints and use unsupervised learning.
- To simply build a model that predicts the propensity of customers to churn
- The majority of ‘big data’ marketing efforts expose you to the dangers of lurking variables that can lead to incorrect conclusions.
- These dangers can be overcome by collecting data more actively.