Data Analytics for Growth
Since the debut of evidence-based, data-driven decision making, analytics has become an indispensable tool for creating competitive advantage. While some companies are still struggling to master big data, industry pioneers are exploring how big data generates new and important business questions. Data-savvy leaders are shaping their organizational strategy around analytics. Some are incorporating data analytics as a critical foundation for success and growth.
In this session, presenters will share anecdotes that illustrate the evolution of analytics from tool to growth strategy. They will discuss how they came to rely on analytics, the pitfalls they encountered and the dynamic role that analytics plays in growth strategies.
Speakers
Eric Anderson Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice / Kellogg School of Management
Eric Anderson's research interests include innovation, pricing strategy, new products, retailing and channel management. His recent research has been conducted with various companies around the world and has impacted both management practice and academic theory. Additionally, his articles have appeared in scholarly journals such as Journal of Marketing Research, Journal of Economic Theory and Quarterly Journal of Economics. Anderson’s 2004 paper on the long run impact of pricing and promotions was recently recognized for its enduring impact on the field of marketing, and his 2014 paper on deceptive product reviews won the Paul E. Green award for the best paper in Journal of Marketing Research. Anderson is currently department editor of Management Science, and associate editor for Operations Research.
Faculty Lead / Data Analytics for Growth
Matthew House '12 Finance Director / Aon Risk Solutions Worldwide
Matt House is a Finance Director with Aon PLC, the world’s second largest insurance brokerage by revenue. Aon has invested tens of millions of dollars over the last several years to develop the Global Risk Insight Platform, Risk/View, Re/View and a number of other analytical tools to aid insurance purchasers and carriers in making effective risk transfer decisions. Matt works for Aon Risk Solutions, a Retail Insurance Brokerage, developing growth and margin improvement strategies for the business. This work includes the development of a dynamic forecasting model that can combine third party and proprietary data sets to forecast insurance premium growth by industry, risk type and geography. Matt is a 2012 graduate of the Kellogg School of Management.
Speaker / Data Analytics for Growth
Thomas O'Toole SVP, Chief Marketing Officer and President, MileagePlus / United Airlines
Tom O’Toole serves as the Chief Marketing Officer and Senior Vice President at United Airlines, Inc. He is responsible for all brand development, marketing, ancillary revenue, digital channels, loyalty, co-brand credit cards, customer data analytics, product management and distribution. O’Toole has almost 30 years of marketing experience, and 20 years in the hotel industry. Prior to United Airlines, he spent 14 years at Global Hyatt Corporation, where he led brand marketing, distribution, reservations and information technology for all operating companies and brands worldwide as Chief Marketing Officer and Chief Information Officer.
Speaker / Data Analytics for Growth
Maximiliano Santinelli Principal / Boston Consulting Group
Maximiliano Santinelli has 15+ year experience in driving business impact through advanced analytics. His expertise spans across the entire analytics spectrum, from strategy and visioning to design and implementation of new analytics solutions. Throughout his career, Santinelli has had exposure to a wide range of industries, including Financial Services, Telecommunications, Energy, and Pharma and Postal Services. Before joining BCG, Max worked at Accenture, Booz & Company, Opera Solutions and Arthur D. Little.
Speaker / Data Analytics for Growth