Measurement Approaches and Methodologies to Drive Marketing Insights

  Tier 1 • What are the current best practices in machine learning and large data to inform marketing decision making? • What approaches exist to capture and analyze non-structured data such as video, voice, and text in order to improve firm communications and the customer experience? • How can data and tools generate insights that can be used to delight the customer? For example, even with abundant data, the customer experience in online retail is still not flawless. 10 • What advances exist in using neuroscience and biomarkers to understand customers? When should insights from neuro supplement or replace traditional approaches? What are the ethical implications of such research compared to other methods?