SUMMER SUMMIT VIDEOS: Big Data & Economic Value of Marketing

Insights from Unstructured (Big) Data for Marketing Value

Purush Papatla, Professor of Marketing and Co-Director of the Northwestern Mutual Data Science Institute at the University of Wisconsin-Milwaukee demonstrates how unstructured (big) data have insights which, if extracted, can lead to substantial improvements in the return on investments in marketing.

Economic Value of Marketing Discussion

Chris Hummel, former SVP and CMO at United Rentals, explains how his company GreenThread is building a system-based approach to sustainable, scalable revenue growth. Former GM marketing director Karen Ebben leads audience members in a discussion on marketing’s economic value.

For more summit videos, visit THE MASB CHANNEL!