CMO Strategy: Quantitative Marketing (with Columbus University Business School) - CXOTalk
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- เผยแพร่เมื่อ 10 ก.พ. 2025
- #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.
Thanks for opening comment .
Too much talk, few interesting info. Marketing academic research is full of emptiness
We appreciate you watching and thank you for the comment!
@@CXOTalk thanks for the nice comment, i m critical towards academic marketing research because i m myself a faculty and i know what is the recipe. So it was not a critique but a real observation regarding the emptiness of academic marketing practices
@Ys Thank again for commenting. We often pair academics with practitioners to gain the benefit of two perspectives:
1. The broad academic view that comes from studying and researching an issue
2. The practical experience and lessons that come from actually doing it
Please share your thoughts on this approach!
@@CXOTalk Academic Research nowadays is not about quality but quantity, it was infested by productivism used for branding purposes because the ranking of universities depend on that even if its just BS (sorry for using this word)! I've been in top tier world institutions teaching marketing (in the world to 10) after an experience of several years in the industry and compared what is happening. Most of those who pretend to teach business only publish papers to get promotion and meet the AACSB standards which pressure to publish and are in no way looking genuinely for authentic research or noble science. The big challenge in the future in not quantity but quality and this is what AI is going to remind everybody soon because no one can compete against the flood of papers which is coming soon. A genuine academic should work with companies to get real data and see real issues and help to solve them, the way papers are written and published nowadays (duration, rules, etc) is not compatible with the reality of what is happening within companies.
@Ys Interesting point about AI. You make a great observation that AI will enable the production of large quantities of low-quality papers. But this is not confined to academia. Makes me wonder to what extent quality will matter in a world that is flooded with junk.
K