Managing Social Media and Marketing Analytics for Competitive Advantage

The field of marketing is being transformed by the introduction of social media and marketing analytics. Both social media, as a new strategy for acquiring and engaging with customers, and marketing analytics, a big data approach to understanding customers and driving marketing action, represent innovations that must be understood and adopted within organizations.

Professor Moorman’s talk will use data from The CMO Survey to shed light on the key challenges companies face in managing these...

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Related topics : advantages of social media marketing strategy / social media analytics / social media integration / manage social media / social media engagement