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Poole College of Management
Jenkins Master of Management
Marketing Analytics

Thought leadership

Aug 12, 2021

Heather Dretsch Breaks Down How to Market to Gen Alpha

Heather Dretsch, assistant professor of marketing, explains how brands are shifting to market towards Generation Alpha, children who are born between 2010 and 2025.

Jul 29, 2021

Stacy Wood Warns Businesses About Taking Anti-Vaccine Stance

Stacy Wood, professor of marketing, advised businesses to be wary of taking a public anti-vaccine stance as they risk alienating patrons on both sides of the argument.

Jul 21, 2021

Stacy Wood Describes Hesitancy as ‘Mindful and Cognitive’ When Assessing Vaccination

Stacy Wood, professor of marketing, defines vaccine hesitancy as a mindful assessment of the risks and benefits of vaccination based on previous history.

Jul 15, 2021

Using Machine Learning to Implement Personalized Product Recommendations [VIDEO]

Basiru Usman, teaching assistant professor in the Department of Business Management, explains how companies can implement machine learning with the data mining techniques in basket analysis.

Jun 21, 2021

Stacy Wood Explains How to Get Consumers Interested in Receiving a COVID Vaccine

Stacy Wood’s, professor of marketing, recent study examined different marketing incentives for those who are disinterested in receiving a COVID-19 vaccine, not opposed. “Instead of top experts, you might give…
People riding bikes down a street on a bridge.

Jun 17, 2021

Health and Socializing: Why People Use Mixed-Reality Sports Platforms

New technologies allow users to do things like race their real bikes against other real people in a virtual world, and a new study outlines what motivates people to use…
Magnifying glass close up to a page on a book.

Jun 4, 2021

COVID & Unemployment: Behind the Numbers

Poole economics professor Steve Allen shares his perspective on how the pandemic is affecting the national economy.
Covid 19 vaccination card.

Jun 4, 2021

Apathy’s Effect on COVID Vaccinations

Stacy Wood’s, professor of marketing, latest look at COVID vaccinations published in Journal of the American Medical Association
Future of marketing analytics

May 13, 2021

How Successful Marketers are Preparing for the Future of Data Analytics

Data analytics techniques have been on the rise for years, helping marketers learn more about their customers and target them with tailored product recommendations and advertisements. And while its use…

May 13, 2021

Bill Rand Study Shows How Companies Can Track Brand Reputation Through Social Media and AI

A new study co-authored by Bill Rand, associate professor of marketing, in the Journal of Marketing shows how artificial intelligence (AI) analytics of social media can track brand reputation in real-time.…