Data-Driven Marketing hosted by UC Davis

OPENING REMARKS

H. Rao Unnava, Ph.D.

Dean and Professor UC Davis Graduate School of Management

GIVING CUSTOMERS A VOICE IN A WORLD FULL OF NUMBERS

This time of uncertainty is dominated by the rise of big data, data science, machine learning, and algorithms. Two trends - the fascination with big data, statistical averages, and algorithms, on the one hand, and the quest for cultivating lasting customer loyalty based on positive emotional experiences, on the other - are in opposition to one another and create inherent tension. This tension needs to be resolved by any business which wants to win the hearts and minds of the customers of today and tomorrow.

Alex Genov

Head of Customer Experience Research Zappos.com

WHAT'S IN A NAME? WHAT BEING 'DATA-DRIVEN' REALLY MEANS IN PRACTICE

BlackRock uses data science and analytics to understand our clients and drive data-driven decision-making. Like many organizations, we are large and complex with many different moving parts comprised of various businesses, products, and regions....and lots of data. Historically, these different parts often worked in isolation from each other. In order to be effective, we need to not only stitch all of our data together so that we can find the most compelling insights, but we need to take those insights to our stakeholders across the firm – who have varying levels of quantitative and technical sophistication – and use that to drive marketing, product, and business strategies.

Tiffany Perkins-Munn. Ph.D

Managing Director, Head of Research, Analytics & Data BlackRock

SMARTER, BETTER, FASTER: DATA FOR DECISION MAKING

It's a stressful time to be a marketer. Competition is increasing, consumer behavior is changing, and cookies are on the way out.  In the face of all that uncertainty it's tempting to wait for the perfect answer or to try and build the perfect plan. At Google, we're watching companies do the opposite -- speeding up their decision making with the information they have today. Combined with advances in machine learning, this iterative measurement style can produce outsized marketing results and better prepare companies for the many changes ahead.

Jon Fraser

Incrementality Measurement Lead Google

UNIVISION'S DATA REVOLUTION

From "ugly excel" to automation and "real-time" performance. How Univision's marketing department uses technology, data, and storytelling to guide strategies that inform, empower and entertain U.S. Hispanics.

Luisa Fernanda Martinez

Director, Multiplatform Research Univision Communications

CLOSING REMARKS BY UC DAVIS

Amy Russell

Executive Director UC Davis Master of Science in Business Analytics program