Date: April 2, 2015

Time: 6:00 PM  – 8:30 PM

Location:
Center for Marketing Technology, Bentley University
Morison Hall 220
175 Forest Street
Waltham, MA 02452
Map & Directions

Food & Refreshments will be served.

The Impact of Big Data on Sales and Marketing

Collecting actionable information for marketing and sales, from market research for product development to contact information for business development, is not new. What is new is the amount of data that is now available - which has been coined “Big Data.” There has been an explosion of data “collection” from tracking behavior on the Web and mobile device applications, as well as data presented in social media applications such as LinkedIn, Twitter, and Facebook. Gil Press of Forbes noted in his November 2014 article “Big Data Now Mainstream In Large Companies, Term Still Widely Disliked, A New Survey Finds” that according to the “Big Data Executive Survey 2014” by NewVantage Partner LLC, “The business function that is the primary driver of investment in big data for 36% of the respondents is sales and marketing.”

Speakers on this panel will be talking about making sense of what data is useful for business analytics, understanding the impact on business processes, as well as understanding the impact on marketing and sales, and marketing and sales automation tools that support those processes. The importance of data analytics as a business strategy is only expected to grow. Those who understand how to capture and act on the proliferation of data will be at a competitive advantage over those who don’t.

The panel will include:

Moderator: 

  
Dominique Haughton, Professor - Analytics & Mathematical Sciences, 
Bentley University 

Dominique Haughton (PhD MIT 1983) is Professor of Mathematical Sciences and Global Studies and Graduate Coordinator for Business Analytics at Bentley University in Waltham, Massachusetts, near Boston, and Affiliated Researcher at the Université Paris 1 (Pantheon-Sorbonne) and Université Toulouse 1, France.  Research interests include applied statistics, business analytics, global analytics, data mining, and model selection. Professor Haughton’s work concentrates on how to best leverage modern analytics techniques in order to address questions of business or societal interest. United States co- Editor of Case Studies in Business, Industry and Government Statistics (CSBIGS).  Author of three monographs and of over sixty articles which have appeared in journals such as The American Statistician, Computational Statistics and Data Analysis, Journal of Interactive Marketing, Telecommunications Policy, Economic Development and Cultural Change, Studies in Family Planning, Journal of Population Economics, Journal of Biosocial Science, Annals of Statistics, Sankhya, Journal of Statistical Computation and Simulation, Communications in Statistics, Statistica Sinica. Ecole Normale Superieure Graduate. Fellow of the American Statistical Association.

Panelists:

Dale Renner, RedPoint Global, Chief Executive Officer & Founder

Dale Renner has more than 20 years of experience in the CRM consulting and data and analytics software field. As CEO, Dale has driven our strategic direction since founding RedPoint in 2006. Prior to RedPoint, Dale was a global managing partner CRM at Accenture where he founded the firm's CRM practice. Under his tenure, the worldwide business grew to $1.5 billion in revenue with ore than 5,000 consultants. Previous roles also included CEO of Seisint, Inc., a risk management analytics and technology company, and CEO of ClarityBlue, Inc., a provider of hosted customer intelligence solutions. 

 

 
Judah Phillips,CEO, SmartCurrent

Judah Phillips helps people improve their analytics and marketing in order to identify and take advantage of the business opportunities that significantly impact results, achieve goals, and create value. He helps companies find innovative ways to use data and analytics to improve efficiency, increase revenue, reduce cost, and boost profitability. Judah specializes in strategic reviews and the resulting work required for enhancing the effectiveness of your business. 

Judah founded and globalized Digital Analytics Thursdays (DAT). He serves or has served on the advisory boards to several companies, including YieldBot, Localytics, Webtrends, AnalyticsWeek, Veer and Experfy.

Phillips has spoken at more than 42 worldwide technology and Internet industry events and guest lectures at universities and business schools. Phillips is a Consulting Editor for Pearson and Financial Times Press’ books and courses on analytics.

Judah has contributed chapters and edited several books, publications, and articles, including the books: Advanced Business Analytics, Sales and Marketing Analytics, B2B Marketing Technology, and Multichannel Marketing Metrics. Phillips is the author of the books Building a Digital Analytics Organization and Digital Analytics Primer. Judah lives in Boston and holds an MBA and M.S. 

  
Samantha Stone, Founder & Senior Analyst, Marketing Advisory Network

Throughout her career Samantha Stone has launched go-to-market initiatives and lead marketing strategies for award-winning, high growth technology companies including Netezza, SAP, Ascential Software and Powersoft. The companies she helped grow span multiple product delivery mechanisms from integrated appliances, to traditional software distribution to cloud based services.

Bridging the Gap between Business Strategy and Enterprise Data Science

Deborah M. Cooper is experienced in successfully applying market strategy and business intelligence, including over 15 years experience with Fidelity Investments, Liberty Mutual Group, and Putnam Investments. Her enterprise analytics expertise includes synthesizing customer, distributor, and supplier insights aligned with business models and business processes. Her current project provides in-store analytics for brands and retailers.

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