Wake Forest University School of Business Marketing Analytics Summit
Five-person team takes top honors in case competition winBy Heather Blaha
A five-person team from Kellogg took first place and $20,000 at the Wake Forest University School of Business Marketing Analytics Summit case competition held April 8.
Composed of students from the One-Year Program, the Kellogg team had to create a strategy that would increase in-store mobile use through habituation, value to the customer and utility to the retailer. Team members Adam Hirschkatz, Marissa McGann, Nick McGann, Yajur Kapoor and Alex Bourdeau (all ’15) developed a four-part strategy that called for in-store mobile marketing, a mobile app for promotions, a personalized loyalty program for customers and an analytics engine for insight into customer behavior.
“We used a number of sources to develop industry and consumer insights in order to develop a mobile strategy aimed at improving metrics for our client,” said Bourdeau on behalf of the team.