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Marketing has long been the follower. The second thought. The supplement to the game plan. But with “Big Data” sweeping through the automotive industry, marketing is finally taking its place on the main stage.
It is no secret to anyone that Big Data is changing everything. With data, we now know almost everything about our customers, from what, when, and where they are searching on the web to their mobile search behavior, to their ‘likes’ and much, much more. But how we use this data can make or break us. If completely ignored or even used incorrectly, this data can drown retailers, leaving them on the wrong side of the tidal wave.
That’s why the DrivingSales Executive Summit is stoked to announce a special keynote presentation by Professor Zettelmeyer. This Northwestern University Professor of Marketing and author of a groundbreaking study on the impact of the Internet on automotive retailing will illustrate how ‘Big Data’ is turning organizational marketing into the leader, not the follower. He'll demonstrate how marketing can and should be used, and made actionable, across departments as a genuine ROI imperative.
A leading expert on marketing and the impact of the symbiosis of data and technology on business, Florian Zettelmeyer is the J. L. and Helen Kellogg Professor of Marketing at the Kellogg School of Management at Northwestern University and was named the 2011 L.G. Lavengood Outstanding Professor of the Year. Prior to his appointment at Kellogg he was an Associate Professor of Marketing and chair of the marketing group at the Haas School of Business, University of California at Berkeley.
Professor Zettelmeyer’s keynote titled Is Marketing Dead? How Big Data is Changing the Future of Marketing examines the way that ‘Big Data’ is driving (or should be) a sea change in marketing practices extending across all organizational functions -- and the positive impact this can, and should, have on automotive retailing.
This is just another information-packed agenda item that DSES plans on delivering to its decision-making attendees, and one you definitely won’t want to miss. If you haven’t booked your hotel room yet, be sure to do that as well as there are only a dozen or so rooms left and they won’t last long.