'Big Data Doesn’t Make Decisions, Leaders Do'
Faculty and prominent alumni bring data analytics insight to Facebook’s headquartersBy Paul Dailing
11/14/2014 - Imagine being a CFO and telling your boss that you don’t know how to read a balance sheet, but someone on your team can?
That analogy was at the core of Kellogg Professor Florian Zettelmeyer’s panel to a packed alumni audience at November’s Kellogg Insight Live event at Facebook headquarters in Menlo Park, Calif.
“I know many chief marketing officers who, without blinking an eye, will say that to their CEO today about analytics,” said Zettelmeyer, the Nancy L. Ertle Professor of Marketing. “It is absolutely essential to get managers and future leaders to embrace analytics as something that is part of their normal business.”
Zettelmeyer led a discussion with Facebook CMO Gary Briggs '89, Marketo CMO Sanjay Dholakia '97, Norwest Venture Partners Senior Managing Partner Promod Haque '83 and Professor Brian Uzzi.
Professor Florian Zettelmeyer on Kellogg's data analytics philosophy
Facebook CMO Gary Briggs '89 on storytelling
Norwest Venture Partners' Promod Haque '83 on the future of analytics
Marketo CMO Sanjay Dholakia '97 on how to make data a tool
Professor Brian Uzzi on marrying marketing and data