Description

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Today, the insights available through "big data" are potentially limitless - ranging from improved product recommendations and more well-targeted promotions to more efficient public agencies. In Profiting From the Data Economy , cutting-edge academic researcher, David Schweidel, considers the role that individual consumers, innovators and government will play in shaping tomorrow's data economy. For each group, the author identifies both what can be gained and what is at stake. Writing for decision-makers, strategists, and stakeholders of all kinds, he reveals how today's data explosion will affect consumers' relationships with businesses, and the roles government may play in the process. The book puts you in the shoes of individuals generating data, innovators seeking to capitalize on it, and regulators seeking to protect consumers - and shows how all these roles will be increasingly interconnected in the future. For analytics executives; senior managers; CIOs, CEOs, CMOs; marketing specialists, and analysts; and consultants involved with Big Data, marketing, customer privacy, or related issues. This guide will also be valuable in many business analytics, digital marketing, and social media courses and academic programs.

About the Author

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David A. Schweidel is Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center (EmoryMAC) at the Goizueta Business School of Emory University. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. Prior to joining Emory in 2012, he was on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison. Schweidel is an expert in the areas of customer relationship management and marketing intelligence. His research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. His research has appeared in leading business journals, including Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science. His research has garnered numerous awards, including the Gaumnitz Junior Faculty Research Award from the Wisconsin School of Business and the Marketing Science Institute's Buzzell Award. He has been recognized as a leading scholar by the Marketing Science Institute's Young Scholar program and by Poets and Quants' "Top 40 Under 40." Based on his research, he has consulted for companies such as eBay and HP Labs. Schweidel has previously taught courses in data analysis and customer relationship management. Currently, he teaches one of the first courses offered at a top business school in digital and social media strategy. His teaching has been recognized at the Wisconsin School of Business, where he received the Chipman Faculty Award for Excellence in Teaching (2011). He also received the junior faculty teaching award from the MBA program at Goizueta (2014). In addition to his work in the classroom, he has led tutorials at conferences, including the INFORMS Business Analytics conference and the AMA Analytics with Purpose conference. He has also spoken at conferences such as the AMA Advanced Research Techniques forum, INFORMS Marketing Science conference, and the Marketing Science Institute's Marketing Analytics in a Data-Rich Environment conference. Schweidel is the author of Social Media Intelligence (Cambridge University Press), in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies.