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Tag "marketing"

E-commerce platforms should focus on sellers, not buyers

    E-commerce platforms should focus on sellers, not buyers

E-commerce platforms such as Uber and eBay, which link sellers and buyers, face the perennial dilemma of what is more lucrative, supporting the needs of the buyers or the sellers.

The traditional belief has been that it is more important to focus on buyers, who create demand, than on sellers. A forthcoming study in the INFORMS journal Marketing Science, sheds new light on this dilemma with the discovery that sellers are in fact 3.5 times more impactful than buyers in driving growth of e-commerce platforms.

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Gartner: Four forces driving a data-centric future for marketers

The convergence of marketing technology (Martech) and advertising technology (Adtech), event-triggered and real-time marketing techniques, personalization and the use of contextual clues are the four key forces that point to a data-centric future for marketers, according to a recent report from Gartner.

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Study: Consumers buy close to what they first searched online

    Study: Consumers buy close to what they first searched online

Given the ease of online search, consumers can explore and discover hundreds of available items in any category. Retailers and advertisers are keen to influence the search and final purchase through better product recommendations and targeted advertising. A forthcoming article in the INFORMS journal Marketing Science studies online search and purchase behavior of consumers in the digital camera category and finds that even though consumers may search for extended periods of time, what they purchase tends to be remarkably close to items they searched and found in their very first search.

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Democratization of analytics: New frontier of data economy

    Democratization of analytics: New frontier of data economy

Analytics influence every aspect of our existence, from the way we think and behave to how we work and do business. Every second, millions of records are generated by organizations, on social media and in the consumer space, leading to a humungous explosion of data of at least 2.5 quintillion bytes [1] produced every day. By the year 2020 we are expected to see a 4,300 percent increase in the annual data generation [2]. Google alone processes 3.5 billion searches per day and houses 10 exabytes of data.

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Marketing Metrics: Leveraging predictive analytics to estimate customer lifetime value

    Marketing Metrics: Leveraging predictive analytics to estimate customer lifetime value

Customer lifetime value (CLV) is not a new tool for marketers. Its application has been used for decades to understand a customer’s financial value.

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Big data in marketing analytics

    Big data in marketing analytics

November/December 2015 By Mousumi Ghosh Big data is the biggest game-changing opportunity and paradigm shift for marketing since the invention

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Corporate Profile: Analytics Operations Engineering, Inc.

November/December 2014 Consulting firm applies advanced quantitative methods to solve challenging operations problems. By Mitchell Burman and Lauren Berk As

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Predictive Analytics: TV ads, Wanamaker’s dilemma & analytics

John Wanamaker, the father of modern advertising, famously stated in the early 20th century, “I know that half of my advertising dollars are wasted … I just don’t know which half.” Unfortunately, as marketing, advertising and media move at warp speed, the dilemma of this old adage has only gotten worse for even the most sophisticated advertisers.

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Analytics Blog

Electoral College put to the math test


With the campaign two months behind us and the inauguration of Donald Trump two days away, isn’t it time to put the 2016 U.S. presidential election to bed and focus on issues that have yet to be decided? Of course not.

Headlines

Holiday Retirement earns Edelman Award

Holiday Retirement won the 2017 Franz Edelman Award for Achievement in Operations Research and the Management Sciences from INFORMS for its use of operations research (O.R.) to improve the pricing model for its more than 300 senior living communities across the United States. Read more →

U.S. Air Force and Disney receive the 2017 INFORMS Prize

The U.S. Air Force and The Walt Disney Company both received the 2017 INFORMS Prize for their pioneering and enduring integration of operations research (O.R.) and analytics programs into their organizations. The prizes were presented at the INFORMS Conference on Business Analytics & Operations Research in April in Las Vegas. Read more →

Air Force Academy’s O.R. program saluted

The U.S. Air Force Academy won the 2017 UPS George D. Smith Prize for its operations research (O.R.) program, which prepares graduates to become frontline O.R. practitioners as analysts in the Air Force. The program exposes more than 50 percent of cadets to at least one O.R. course and provides cadets the opportunity to graduate with a Bachelor of Science degree in O.R. Read more →

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July 26-28, 2017, Rotterdam, the Netherlands

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