Title:

Leveraging social media's structure to improve marketing insight extraction

Abstract

A great deal of academic research across numerous disciplines has focused on ways of generating insights about consumers and firms from social media data. Yet, adoption and effective implementation of many of these tools has been surprisingly limited in real-world marketing practice. In this talk, I'll discuss obstacles marketers face in leveraging such tools, and present a series of methodological approaches aimed at making machine learning-based social listening more flexible, cost-effective, and useful in practice, and outline opportunities for continued advancement in this area. Time permitting, I will survey other key outstanding problems in digital marketing that could particularly benefit from interdisciplinary approaches.

Biography

Jennifer Cutler is an Associate Professor of Marketing at the Kellogg School of Management at Northwestern University. Her research focuses on extracting marketing insights from social media. Professor Cutler teaches "Digital Marketing Analytics" and "Critical Thinking for Digital and Social Media Marketing" in the MBA program and has taught a range of digital marketing executive education courses. She earned her Ph.D. in Business Administration from Duke University and her Sc.B. in Cognitive and Linguistic Sciences from Brown University.