Fusing Marketing Research and Data Science
This video provides a methodology and case study example for combining marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. Survey research can contribute to predictive modeling through combining methods derived from (a) survey data and marketing science, (b) big data and data science, (c) GIS mapping and data visualization, and (d) open-source tools.
This presentation was originally presented at the ESOMAR Congress in New Orleans in 2016.
Presenter
John Colias, Ph.D.
Senior VP Research & Development
As a leader with both university teaching and business consulting experience, John focuses on predictive modeling, prescriptive analytics, and artificial intelligence. As Senior Vice President, Research & Development, at Decision Analyst, John combines academic and business interests to help analytics professionals by offering cutting-edge analytic solutions tempered by business realism. He holds a doctorate in economics from The University of Texas at Austin, with specializations in econometrics and mathematical modeling methods.
