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Start Date:10/29/2019
Start Time:1:00 PM EDT
Duration:60 minutes
Abstract:
Eat your lunch with leading professors and gain actionable insights based on peer-reviewed scientific studies.
Using Text for Marketing Insights
Presenters: Jonah Berger (University of Pennsylvania), Ashlee Humphreys (Northwestern University), and Oded Netzer (Columbia University)
Voice assistants, online reviews, customer service calls, press releases, marketing communications, and other interactions create textual data companies can analyze to optimize services and develop new products. By some estimates, 80-95% of all business data is unstructured, and most of that is text.
How can marketing managers and academics best use textual data to derive marketing insight? This webinar features three experts who will share advice and experience in this process, including an overview of the methodologies and metrics used in text analysis across the field of marketing.
If you're already registered for the Journal of Marketing: Webinar for Marketing Professionals (October 2019) webcast, click below:
ALREADY REGISTERED?
Speakers
Jonah Berger Associate Professor of Marketing
University of Pennsylvania
Ashlee Humphreys Northwestern University
Associate Professor
Northwestern University
Oded Netzer Professor of Business
Columbia University
Christine Moorman T. Austin Finch, Sr. Professor of Business Administration, Duke University - The Fuqua School of Business
Founder, The CMO Survey
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Journal of Marketing: Webinar for Marketing Professionals (October 2019)
Registration Is Closed
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