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Category: Thought leadership

Sep 22, 2022

What Gen Z and Millennials Want on Instagram vs. TikTok

Recent reports show that approximately 40% of younger consumers now use TikTok and Instagram for their searches, increasing pressure on brands to reach Gen Z and Millennials on social media. But are all social platforms created equal when it comes to capturing this pivotal audience?  Heather Dretsch, assistant professor of marketing, explains how important it is… 

Aug 18, 2022

Marketing Discrepancies: Organizations’ Analytics Are Less Advanced than Leaders Report

A recent report from Adverity dives into an interesting phenomenon: While most companies identify themselves as data-driven and mature in their analytics capabilities, their actual performance says otherwise. 

Jul 20, 2022

Business Analytics and Data Science: What’s the Difference?

While often used interchangeably, data science is not synonymous with business analytics. Learn the difference between the two, and which path may be more suited for your professional background and career goals. 

mortgage application regression anlysis

Jun 7, 2022

Beating Analysis Paralysis With Regression Analysis

In addition to helping businesses make critical decisions with things like inventory management and customer acquisition, simple regression analysis techniques can help inform everyday decisions, like whether or not your mortgage application is approved, says assistant professor Basiru Usman. 

several people point to the screen of a laptop computer

May 10, 2022

Loyalty Program Members, Regular Customers Respond Differently to Social Media Marketing

The finding could inform how best to craft social media marketing campaigns. 

May 5, 2022

Ranjeet Bhosale Talks Analytics, Audience-Based Marketing and the Art of Storytelling

The MMA program sat down with Ranjeet Bhosale, senior director of audience-based marketing and personalization at The Home Depot, to discuss how he and his team use analytics to meet customer needs and and how Poole College’s MMA graduates can shine in the field. 

May 2, 2022

Current Insights for Local Brands Who Use Instagram

Heather Dretsch recently collected data, and with analytical support, that explores what it means for local businesses building and managing Instagram feeds for their brands. 

Apr 4, 2022

Protecting Brand Reputation in the Digital Age

How, in this volatile environment of social media, cancel culture and demanding customers, can brands and businesses protect their reputation? 

Mar 16, 2022

So You’ve Got a Lot of Data…Now What?

Data helps support innovation, problem-solving and strategic decision-making, and clears the way for better, more effective marketing. And the best part? Businesses of every kind and size can tap into its power through analytics. 

Feb 22, 2022

Chrome, Cookies and Click Fraud

Google is ditching third-party cookies in 2023. What will be the impact on digital advertising and consumer privacy? BAI executive director Bill Rand weighs in.