EmoryMAC 2013: Making Marketing Analytics Actionable

EmoryMAC2

EmoryMAC Student Consultancy Projects Workshop

Goizueta Business School hosted the third annual Emory Marketing Analytics Conference (EmoryMAC) on March 22. The conference brings together students, faculty, alumni, and local practitioners with a shared interest in data-driven approaches to marketing. Speakers included representatives from The Atlanta Braves, The Coca-Cola Company, Delta Air Lines, Home Depot, and Emory University.

A new addition this year was workshop presentations by student groups from the Marketing Analytics Consultancy class. Three student consultancy projects were showcased, including development of a customer propensity scoring model (SunTrust); call center forecasting and optimization (IHG); and customer retention modeling (Atlanta Braves).

“We tried to pick a variety of projects: business to business, the entertainment sector, and the IHG which was both marketing and operations,” said Dr. Michael Lewis, associate professor of marketing and member of the EmoryMAC’s leadership team. “The conference has a variety of goals which are all interrelated: academic research, training students, and interfacing with industries. The conference serves the purpose of bringing together marketing analytics professionals and students and providing opportunities for learning best practices and networking.”

“[This project] was a way to really get outside the classroom and actually work with the real company and real world data… The idea of [the project] was to work on something the entire semester and getting deeper insights…,” said Nick Jones, BBA13.

Reviews on the conference sessions, workshops and network opportunities were positive. As in past years, the conference sold out about week in advance.

Other sessions included “Pricing Analytics” with the Senior Director of Ticket Sales at The Atlanta Braves, “eCommerce Channels and Marketing Analytics” with the Managing Director, eCommerce Channels at Delta Air Lines, “Challenges of Big Data” with the VP-CRM and Customer Analytics at Home Depot, and “Linking Marketing Analytics to Decision Making” with the Senior Manager, Marketing Strategy & Insights at The Coca-Cola Company.

More information on EmoryMAC and the conference, along with the full agenda can be found on the event website here.

– Fiona Zhao

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