The Marketing Accountability Standards Board (MASB) is conducting an important survey on Big Data techniques currently in use for marketing applications. We invite participation by all marketers!
The objective of the survey is to document the traditional and emergent techniques currently employed. This information will support our broader effort to equip marketing leaders in the use of Big Data within their organizations.
For more context, read this recent Forbes article: Unlocking The Potential Of Advanced Analytics To Ignite Growth.
MASB’s Big Data Project is a collaborative effort bringing together noted authorities on conventional statistics-based and new machine-learning techniques such as artificial intelligence (AI) large language models.
TAKE THE SURVEY
Marketers interested in participating can contact info@themasb.org.
The Survey Team
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Purushottam “Purush” Papatla – Northwestern Mutual Data Science Institute Professor of Marketing and Co-Director of the Northwestern Mutual Data Science Institute at the University of Wisconsin-Milwaukee |
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Vithala R. Rao – Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods Emeritus at Cornell University |
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Venkatesh (Venky) Shankar is Harold M. Brierley Endowed Professor with the Brierley Institute for Customer Engagement and Professor of Marketing at SMU Cox School of Business |
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David W. Stewart – President’s Chair in Marketing and Law Emeritus at Loyola Marymount University and MASB Chair |
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Frank Findley, MASB Executive Director |