Gary Loveman, Harvard Business School
Gary Loveman, Harvard Business School
Redefining the Marketing Function Using Analytics and Computational Efficiency: An Example from Las Vegas
Redefining the Marketing Function Using Analytics and Computational Efficiency: An Example from Las Vegas
12 Feb 20193:30 PM – 5:00 PM
Faculty and doctoral students only
Location:
Baker Library | Bloomberg Center 102
Organizer:
Unlike traditional consumer marketing departments whose budgets are set without a clear connection to customer behavior and incremental profitability, new methods based in analytics, experimentation and longitudinal study make marketing a measurable and critical driver of enhanced financial performance. The seminar will examine a detailed case study from the hospitality and resort business in Las Vegas and consider the implications for consumer marketing in general.