SPEAKER: Come hear from Dominique Hanssens - Bud Knapp Distinguished Professor of Marketing, UCLA Anderson School of Management
TITLE: Marketing Science and “Big Data”
ABSTRACT: Big Data offers numerous ways in which companies can establish a competitive advantage. When it comes to applications in marketing, much can be learned from advances in marketing science that were developed before the Big Data revolution. I will discuss a few important contributions from marketing science, including diffusion of innovation, market segmentation and marketing impact assessment in this context, with particular application to gauging the impact of social media on business performance.
BIO: Dominique M. Hanssens is Bud Knapp Professor of Marketing in the Anderson Graduate School of Management at the University of California, Los Angeles. He served as executive director of the Marketing Science Institute from 2005 to 2007. His research focuses on strategic marketing problems, in particular marketing productivity, to which he applies his expertise in econometrics and time-series analysis. His articles have appeared in the leading academic and professional journals in marketing, economics, and statistics. Four of these articles have won best-paper awards in Marketing Science (1995, 2001, 2002) and Journal of Marketing Research (1999, 2007), and three were award finalists. The second edition of his book with Leonard Parsons and Randall Schultz, entitled Market Response Models was published by Kluwer in 2001 and translated in Chinese by Shanghai People’s Publishing House in 2003. Professor Hanssens won distinguished teaching awards in the UCLA MBA and Executive MBA programs. In 2003 he was awarded the UCLA Anderson School’s Neidorf ‘decade’ teaching award, in 2007 he was the recipient of the Churchill Lifetime Achievement Award of the American Marketing Association, and in 2010 he was elected a Fellow of the INFORMS Society for Marketing Science.
Professor Hanssens' consulting experience covers strategic marketing problems such as allocating marketing resources, assessing long-term marketing effectiveness and growing customer equity. His approach emphasizes market-response modeling on sophisticated customer and marketing databases. He has conducted assignments for Agilent Technologies, British Telecom, Disney, Google, Hewlett Packard, Hughes, Johnson & Johnson, Mattel Toys, Mercedes, Microsoft, Schwab and Wells Fargo, among others. He is a founding partner of MarketShare, a global marketing analytics firm headquartered in Los Angeles.