Big Data Meets Big Decisions

Blending analytics and intuition for marketing success
Wednesday October 15, 2014 1:00 PM EDT

Great marketers know exactly who their customers are, what they value most, and how to connect with them on both cognitive and emotional levels. But they also know that this information is dynamic.  The consumer landscape is continuously changing, and reading the markets and making the right decisions is critical for ongoing success. How do great marketers make great decisions?
Today’s data-rich environment provides huge opportunities to track consumer response to your marketing efforts, changes in market structure, and trends that relate to the category.  It is estimated that using data analytics to improve decision-making can potentially have a 20-25% impact on a firm’s bottom-line.  However, marketing analytics comes with its own challenges - particularly finding its place in the organizational structure and its role in relation to more traditional decision-making based on managerial judgment and intuition.
This webinar discusses the rise and evolution of marketing analytics, its status in today’s businesses, senior management acceptance and its journey toward real-impact on managerial decisions. Through case studies, we will discuss how marketing analytics  can provide big value for your big data and help your company become more competitive and efficient.

Associate Professor & Ian R. Friendly Fellow of Marketing

Dr. Ceren Kolsarici joined Smith School of Business as an Assistant Professor of Marketing in Fall 2009.

Before joining Queen's University as a faculty member, Dr. Kolsarici earned her Ph.D. in Marketing (2009) from McGill University. In 2008, she was distinguished as the American Marketing Association-Sheth Consortium Fellow. She was also nominated for national (SSHRC) and provincial (ADESAQ) doctoral dissertation awards by McGill University at the faculty level.

Dr. Kolsarici specializes in advertising, diffusion of new products, and pharmaceutical marketing. Her current research encompasses several critical areas including design and evaluation of integrated marketing communications campaigns, media selection and scheduling, marketing budgeting, and development of advertising creative strategies. In her research, she develops new models and methods to improve managerial decisions and marketing applications in practice, by helping managers better understand how marketing affects performance.

Ceren Kolsarici currently teaches marketing management, and integrated marketing communications at Smith. Her research has been published in prestigious journals such as Journal of Marketing Research, and International Journal of Research in Marketing. She has presented her research at UC Davis, Northwestern University, Erasmus University, Tilburg University, as well as national and international conferences in Australia, Belgium, US, the Netherlands, Germany and Turkey. 

Dr. Kolsarici also holds a B.Sc. in Industrial Engineering (2002) from Middle East Technical University, and an MBA (2004) from Bilkent University.

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
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