Marketing and Data Science

Data, Data and Even More Data: Harvesting Insights from the Data Jungle

Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into …

Marketing and Data Science: Together the Future Is Ours

The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved …

On Storks and Babies: Correlation, Causality and Field Experiments

The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the …

Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions

Location data has become more and more accessible. Smartphone applications such as location-based services collect location data on a …

Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?

Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant …

The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive

New technologies have made today’s marketing faster, more mobile, more location-based, more digital, more virtual, and more automatized …

Interview: Data Analysis Trumps Specialist Advice - How Direct Banks Function

While many traditional retail banks are struggling with a business downturn, the direct bank market is enjoying steady and respectable …

Big Data in Market Research: Why More Data Does Not Automatically Mean Better Information

Big data will change market research at its core in the long term because consumption of products and media can be logged electronically …