Mobile and Wearable Computing: Using Data Analytics to Understand the Mobile Shopper

Presented by Prof. Anindya Ghose, NYU Stern
 
The dramatic growth in mobile and wearable computing activities has led to a corresponding torrent of granular data that capture a wide variety of user behavior in the digital world. Whether mobile users are communicating with others, posting or consuming digital content, alerting others to their location, purchasing goods or services, redeeming coupons or reacting to ads, they are creating a “digital trail.” Compounding this data generation is the imminent adoption and usage of different kinds of wearable computing devices. Such digital trace data on human interaction and activity lends itself to deeper explanatory and predictive models in the realm of customer analytics. Anindya Ghose will discuss how to measure and quantify the value created from the use of apps and advertising on mobile devices and their integration with wearable computing devices, in the course of meeting some strategic goals and tactical issues for firms. A key goal is to gain a better understanding of the "mobile shopper" using tools from business analytics that combine statistical and econometric modeling with randomized experiments "in the wild". The webinar will cover several projects that Professor Ghose has undertaken in multiple countries in Asia and Europe as well as discuss the state of the art knowledge in this space.
 
Key learning points:
  1. Understanding audience behavior and advertising effectiveness on mobile devices
  2. Understanding how consumers respond to geo targeting and geo fencing strategies using smart phone technologies.
  3. Exploring the implications of wearable computing devices on marketing. 
The Presenter 
Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University's Leonard N. Stern School of Business. He is the co-Director of the Center for Business Analytics at NYU Stern. He is the Robert L. & Dale Atkins Rosen Faculty Fellow and a Daniel P. Paduano Fellow of Business Ethics at NYU Stern. He has been a Visiting Associate Professor at the Wharton School of Business. He also serves as the main Scientific Advisor to 3TI . He was selected by Business Week as one of the "Top 40 Professors Under 40 Worldwide" and by Analytics Week as one the "Top 200 Thought Leaders in Big Data and Business Analytics". His research analyzes the economic consequences of the Internet on industries and markets transformed by its shared technology infrastructure. He is an expert on product reviews, reputation and rating systems, sponsored search advertising, mobile commerce, mobile apps, mobile ads, crowdfunding, ecommerce, and online markets. He frequently works with and consults for leading firms in the information technology, retail, financial services, telecommunications, digital media, and travel industries on projects related to internet marketing, social media analytics, mobile marketing and digital advertising analytics. He also plays a senior advisory role to several start-ups in the Internet space. He has been interviewed and his research has been profiled numerous times in the BBC, Bloomberg TV, New York Times, Financial Times, Forbes, NBC, Xinhua, Time, LA Times, Reuters, Washington Post, New York Daily, National Public Radio, Wall Street Journal, MSNBC, CNBC, China Daily, Knowledge@Wharton, and elsewhere. He teaches courses on social media, digital marketing, business analytics and IT strategy at the undergraduate, MBA, EMBA, MSBA, and Executive Education level in various parts of the world including the US, India, and South Korea