This is a recording of the live Fuqua Faculty Conversation: Managing Social Media and Marketing Analytics for Competitive Advantage with Professor Christine Moorman.
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 activities effectively and efficiently even as they learn about these new ways of approaching marketing. Longitudinal data from 2008 to the present from marketing leaders across an array of industries will be used to offer useful benchmarks to companies and to offer insights into best practices for managing these activities for competitive advantage. In particular, the talk will examine investment levels, how social media is integrated with marketing strategy, how social media is being measured, the use of marketing analytics, and when marketing analytics pay off in companies.