The Fifth Elephant 2013

The last decade has seen unprecedented growth in the space of online advertising and digital media marketing. The new wave of social media (facebook, twitter, etc.) is making it easier than ever for the marketers to reach right customers at the right time with the right products and offers. However, the marketers, online advertising platforms, and other stakeholders need to be equipped with suitable analytical tools and methodologies to maximize the potential of online and digital media. The traditional analytical tools are often insufficient due to the rapidly growing volumes of data as well as increasing importance of dealing with textual and unstructured data in this space. In this talk we will present three case studies on applying data analytics in social media and online display advertising to help our clients stay competitive in the marketplace.

Outline

The last decade has seen unprecedented growth in the space of online advertising and digital media marketing. The new wave of social media (facebook, twitter, etc.) is making it easier than ever for the marketers to reach right customers at the right time with the right products and offers. However, the marketers, online advertising platforms, and other stakeholders need to be equipped with suitable analytical tools and methodologies to maximize the potential of online and digital media. The traditional analytical tools are often insufficient due to the rapidly growing volumes of data as well as increasing importance of dealing with textual and unstructured data in this space. In this talk we will present three case studies on applying data analytics in social media and online display advertising to help our clients stay competitive in the marketplace.

Speaker bio

Dr. Mahesh Kumar is the founder and CEO of Tiger Analytics, a boutique consulting company that focuses on applying advanced data analytics in the fields of retail management, online advertising and social media marketing. Prior to founding Tiger Analytics, Dr. Kumar was on the faculty of the Smith School of Business and Rutgers Business School. Dr. Kumar has conducted research in the areas of data mining and statistical modeling and has successfully applied his research to solve problems related to forecasting, pricing, promotions, and customer segmentation. He has extensive consulting experience with companies such as McKinsey & Company, SAS, JC Penney, Levis, ProfitLogic, LucidMedia, CompassLabs, TTX and Predictix. Dr. Kumar holds a Ph.D. in Operations Research from MIT, a post-doc in Marketing from MIT Sloan, and a bachelor’s degree in Computer Science from the Indian Institute of Technology, Mumbai.