The impact of digital technology on marketing is mainly based on data collection and data analysis for better decision-making. Massive use of the Internet and social networks generate big data on consumers, competitors and marketers, whilst helping to optimize marketing strategies. Artificial intelligence systems, such as chatbots, recommendation systems, real-time bidding and vocal assistants, represent new opportunities for data driven marketing, but also ethical challenges for marketers.
October 14-15, 2019
Professor and holder of the Social Networks and IoT Research Chair at Institut Mines-Télécom.
This course will answer the following questions:
– What is data driven marketing? From direct marketing to data driven marketing.
– What role does technology play in data driven marketing?
– What are the objectives of data driven marketing (strategy, sales, communication, customer relationship marketing, pricing)?
– What data is used in marketing?
– How is data collected?
– How is data analyzed for marketing purposes?
– What decisions need to be taken in data driven marketing?
Context of data driven marketing
Role of technology
Objectives of data driven marketing
Data used in marketing
Collecting and analyzing data
Group projects/case studies in groups
Morning: group work on analyzing data and providing recommendations
Afternoon: presenting the results from each group and discussion
Bac + 3 years minimum – 5 years’ professional experience minimum – English B2
Professor and holder of the Social Networks and IoT Research Chair at Institut Mines-Télécom
She is also former Vice-President of the National Digital Council in France. Qualified to direct research, Christine holds a PhD in Management from HEC Paris, an MBA in Marketing from ESSEC, as well as a Master in Econometry from ENSAE. She has also been awarded the French National Order of Merit.