Guy Aridor
Guy Aridor is an assistant professor of marketing at the Kellogg School of Management at Northwestern University. He holds a PhD in Economics from Columbia University. He studies questions regarding consumer privacy, recommendation systems, and social media with a particular interest in policy and antitrust issues in these spaces. Before his PhD he worked as a software engineer at HubSpot focusing on growth engineering and developing marketing automation tools.
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Best Short Paper at ACM Conference on Recommender Systems
Omnichannel Experience Strategy (MKTG-451-0)
In a world saturated with new commerce options, consumers and business buyers are radically changing their expectations and behaviors across the entire cycle of learning, shopping, buying, and using products and services. How does a modern business manage its brands across the vast array of new channel models, from brick and mortar showroom stores to e-commerce sites to experiential pop-ups and apps? In this course, students will learn how to structure and manage networks of partners into cohesive, brand-enhancing omnichannel ecosystems that reach end-customers any place and any time, whether through social commerce channels, mobile devices, in-person store environments, platform apps, or product story, photo and video sharing sites. Like the fast-evolving business models we will be studying, this class is both strategic and practical, and most of the situations we will analyze are from real-world developments and managerial problems. The course takes a senior leadership perspective, offering frameworks and analytical tools for effectively moving an organization outside the comfort zone of legacy beliefs and relationships, and into the new omnichannel world.
