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Marketing has existed as a discipline and science for decades, but is still experiencing radical transformation as marketers apply advanced analytics and machine learning tools to improve their marketing tactics and strategy. In this track, you will discover practical, applied, highly structured best practices for using analytics to improve the marketing ecosystem. It is our objective that every session attendee will walk away with at least one “aha!” moment, at least one practical tool/solution/idea that they can take back to their job, and at least one concept that they want to learn more about. 

Data Foundation for Personalized Email Communication

Speaker: Ankit Gupta, Sr. Data Scientist at Nike

The Environmental Impact of Online Retailers’ Distribution Centers

Speaker: Malika Korganbekova, PhD Student at Kellogg, Northwestern University

Personal Privacy for Marketing Analytics Post Web 3.0

Speaker: Daniel Rice, Associate Professor of Practice at Babson College

We Can Stop Saying “Black Box” Now: Extracting Clear, Actionable Insights from High-Dimensional Machine Learning Models

Speaker: Matthew Baucum, Asst. Prof. of Business Analytics at Florida State University College of Business