Ajjan presents on data-driven marketing at AMS conference
Associate Professor Haya Ajjan discussed how organizations can use AI to focus less on data preparation and more on data exploration and business solutions.
Haya Ajjan, associate professor of management information systems in the Martha and Spencer Love School of Business and director of the Center for Organizational Analytics, presented on digital analytics at the Academy of Marketing Science annual conference held May 24-26 in California.
During the session “Digital Analytics for Marketing Professors: Making Sense of Data,” Ajjan and panelists Martin Paul Block, Northwestern University, and Randy Messina, IBM Watson Analytics, offered perspectives on the data and analytics world, smart data discovery and tool-driven data analytics involving increased reliance on artificial intelligence (AI). The panel discussion, which attracted an international audience of marketing and sales faculty, covered smart data discovery using cognitive analytics, social media analytics and academic training programs. The panel also presented case studies of how IBM Watson Analytics tools could support classroom teaching and learning.
The Academy of Marketing Science is a nonprofit, international, scholarly, professional organization dedicated to promoting high standards and excellence in the creation and dissemination of marketing knowledge and the furtherance of marketing practice through a role of leadership within the discipline of marketing around the world.