Special Panel Session: Advanced Analytics- The Impact on Marketing and Evolution from Descriptive to Prescriptive

Event Location / Date(s)

West Palm Beach, Florida, United States

Event Name / Location

Society for Marketing Advances

Presentation Date

11-1-2018

Document Type

Conference Presentation

Presenter(s) / Author(s)

Maria Petrescu, Nova Southeastern UniversityFollow

Description

Companies are clamoring to acquire technologies that facilitate insights and decision making at a higher level. As a result, the role of the marketing function in organizations continues to evolve. It is anticipated that marketing will continue to fundamentally change over the next couple of years due to digital transformation, analytics and mobile infusion. Unfortunately, existing talent deficiencies are a barrier to successfully realizing the potential impact from analytics. The objective of this panel session is to discuss the marketplace digital transformation, as well as the evolution of marketing analytics from descriptive and predictive to prescriptive models.

Comments

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NSUWorks Citation

Petrescu, Maria, "Special Panel Session: Advanced Analytics- The Impact on Marketing and Evolution from Descriptive to Prescriptive" (2018). HCBE Faculty Presentations. 1197.
https://nsuworks.nova.edu/hcbe_facpres/1197