#marketingstrategy #dataanalytics
On CXOTalk episode 787, we explore quantitative marketing strategy with Professor Oded Netzer of the Columbia University business school and Amy Jaick, the institution's Chief Marketing Officer.
The conversation covers leveraging data and analytics, the power of personalization, ROI evaluation, the role of A/B testing, and the emergence of quantitative intuition in decision-making:
► What is quantitative marketing?
► Importance of data and analytics in understanding customers
► The power of personalization in marketing
► Evaluating return on investment (ROI) in marketing
► The role of A/B testing in quantitative marketing
► Data collection in marketing: Insights and challenges
► Working with structured and unstructured data in marketing
► Advice to marketers on approaching data strategically
► Privacy concerns in data-driven marketing
► What is quantitative intuition?
► Incorporating quantitative intuition into business decision-making
► The role of artificial intelligence in marketing: insights and limitations
► How to combine quantitative marketing techniques and intuition for effective decision-making
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Professor Oded Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. Most notably, he has developed a framework for managing firms' customer bases through dynamic segmentation. More recently, his research focuses on leveraging text-mining techniques for business applications.
Amy Jaick is the Chief Marketing and Communications Officer at Columbia Business School. She works across functions and channels to create integrated programs that bring CBS’s mission, vision, and values to life. Prior to joining CBS, Amy built and led the first-ever corporate digital marketing and communications team at ViacomCBS and helped launch Goodman Media’s digital business. Jaick has also held the role of Director of Digital Marketing at Estimize, where she implemented acquisition, engagement, and retention campaigns across mediums. Before Estimize, she oversaw marketing for The Economist's events business in North and South America, after first serving as The Economist's Communications Manager for the region. Jaick initially began her career at Goodman Media designing media relations programs for marquee clients.