About the Conference

The maturity of computing technologies have brought about unprecedented opportunities for businesses to take advantage of predictive modeling and other analytical tools to generate data-driven insights and to provide fact-based support for key marketing decisions. The fields of Data Mining and Marketing have each independently produced a slew of methodologies that address a variety of exciting marketing challenges. These include modeling of consumer behavior for effective customer relationship management (CRM) and prediction of demand, predicting consumers’ responses to direct offers, and estimating consumers’ preferences for personalized recommendations, bundling and cross-selling opportunities. While much research in marketing and data mining has been motivated by shared problems, researchers in these disciplines seldom build on each others’ work or collaborate to advance the state of the art. This is due in part to the lack of shared forums and differences in research paradigms which evolved in each discipline over time.

The objective of this conference is to open a window to state-of-the-art advances made in each of these disciplines, and to accommodate a nurturing environment that will trigger the development of novel ideas and fruitful collaborations. Similar to the objectives of the “International Conference on Customer Relationship Management: Data Mining Meets Marketing“ held in 2005 at the Stern School of Business, we also believe that such interactions are beneficial to both communities; the scope our this conference, however, does not focus on CRM, but on methodologies that address all marketing problems.

We invite researchers from marketing, information systems, computer science, and statistics to present methodological contributions in data analytics that were either directly motivated by or which have applications to interesting marketing problems.

Conference Co-Chairs

• Maytal Saar-Tsechansky
  McCombs School of Business, IROM Department
• Frenkel Terhofstede
  McCombs School of Business, Department of Marketing