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Better Marketing Through Digital & Mobile Data

2016-02-01 · New York

 

A CKGSB Knowledge Series Event

 

Effectively reaching consumers is the heart of every company's marketing strategy. A long-popular marketing practice bases customers' candidacy for campaigns on their most recent, frequent or lucrative transactions. But research by professors at CKGSB and Carnegie Mellon's Tepper School of Business argues that companies can boost profit by embracing a data-driven, long-term view of the consumer.

 

Join Sun Baohong, the Dean's Distinguished Chair Professor of Marketing at CKGSB, and R. Ravi, Andris A. Zoltners Professor of Business, Rohet Tolani Distinguished Professor and Professor of Operations Research & Computer Science at Carnegie Mellon’s Tepper School of Business, for a discussion on how marketers can effectively leverage the flood of data available through a growing array of digital and mobile devices. The scholars will share insights from their new book, “Customer-Centric Marketing: A Pragmatic Framework” (MIT Press) (due out March 4, 2016), including:

 

  • How to tailor a consumer-centric marketing plan to an individual customer’s evolving long-term interactions over a long period
  • How to utilize state-of-the-art analytic and quantitative methods for customer-centric marketing
  • How to confront a business landscape made more competitive with the entry of countless mobile and e-commerce players.

When: 12:00 p.m. to 1:30 p.m. Monday, February 1, 2016

 

Where: CKGSB New York Office

601 Lexington Ave., Floor 26

New York, NY 10022

 

SPACE IS LIMITED, RESERVE YOUR SPOT

Individual entry costs $30 - or, enroll first as a 2016 Knowledge Series Member to receive a tremendous value on admission to all 2016 Knowledge Series events. Event is free to credentialed media.

 

 

 

ABOUT THE SPEAKERS

 

SUN Baohong 

Dean's Distinguished Chair Professor of Marketing, Associate Dean of Global Programs and Director of the Customer Information Management Center at CKGSB

 

 

Professor Sun is the Dean's Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs. She also directs CKGSB's Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was the Carnegie Bosch Professor of Marketing at the Tepper School of Business at Carnegie Mellon University. Professor Sun received her Ph.D. from the University of Southern California in 1997 and her B.A. from Renmin University in China.

 

Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

 

Professor Sun is the recipient of numerous awards for research and teaching, including the 2009 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.

 

She also serves on the editorial boards of Journal of Marketing Research, Marketing Science and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun's research has been cited in The Economist, The New York Times, The Wall Street Journal, Time Magazine and Bloomberg, among others.

 

R. RAVI

Andris A. Zoltners Professor of Business, Rohet Tolani Distinguished Professor and Professor of Operations Research and Computer Science at Carnegie Mellon’s Tepper School of Business

 

 

Professor R. Ravi is the Rohet Tolani Distinguished Professor, Andris A. Zoltners Professor of Business and Professor of Operations Research & Computer Science at Carnegie Mellon University.

 

Ravi received his bachelor's degree from IIT, Madras, and his Master's and doctoral degrees from Brown University, all in Computer Science. He has been at the Tepper School of Business since 1995 where he served as the Associate Dean for Intellectual Strategy from 2005-2008 and Chair of the Future Educational Delivery Committee that launched the online hybrid Tepper MBA in 2013.

 

Ravi's main research interests are in algorithms for combinatorial optimization, and their applications in the intersection of business and technology. Ravi is interested in networks and their effects in business, a subject on which he introduced a new MBA class. He is also interested in customer-centric marketing and how to accomplish this using optimization methods on large data sets, on which he co-developed another new MBA class.  

 

On the academic side, Ravi's research has been continually supported by the U.S. National Science Foundation since 1995. In this period, he has supervised a dozen doctoral theses and developed over half a dozen new graduate classes.

 

He currently serves on the editorial board of the ACM Transactions on Algorithms, as well as area editor for Operations Research in charge of the discrete optimization area.

 

ABOUT THE CKGSB KNOWLEDGE SERIES

 

The Cheung Kong Graduate School of Business strives to drive economic development and social progress through interaction with communities of high-level academics and senior business executives, thus becoming a catalyst of positive social transformation and an advocate of new business culture.

 

Each month, at our premium facility in midtown Manhattan, we host lectures and discussions on a variety of topics, with the purpose of spreading cutting-edge knowledge and perspectives related to China and promoting in-depth dialogue in Chinese, Asian, and global academic and business circles.

 

FOR QUESTIONS OR MORE INFO PLEASE CONTACT:

Julie Zhu

Program Manager

Cheung Kong Graduate School of Business

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Tel: +1-646-627-7729

Email: juliezhu@ckgsb.edu.cn