Bill Rand

Education

Ph.D. Computer Science, University of Michigan, 2005

Courses taught

MBA 566 Digital Marketing

Area(s) of focus

Social Media, Misinformation, Machine Learning, Agent-based Modeling, Digital Marketing

Research interests

I examine the use of computational modeling techniques, such as agent-based modeling, machine learning, network analysis, natural language processing, and geographic information systems, to help understand and analyze complex systems, such as the diffusion of information, organizational learning, and economic markets.

I also work to develop methods, create pedagogy, and build frameworks to allow researchers and practitioners to use analytics and data-intensive methods in their own work.

Recent research

Recently, I have become interested in the use of advanced artificial intelligence (AI) techniques to turn unstructured data into structured data that can help firms make decisions. For instance, we currently have a paper in progress where we use deep neural nets to look at images that firms are using on websites and social media. Using these techniques, we can help firms decide which images will best capture consumer attention.

Industry experience

I have worked with a number of organizations over the years, including, Expedia, Teradata, American Red Cross, National Geographic, Home Depot, and many more. Working with these firms has informed both my teaching and research. On the research side, it helps me develop research questions that will help industry, while on the teaching side, it helps me to understand what firms are looking for in terms of prospective employees. It also helps me make sure my courses prepare our students appropriately.

Why students may be interested in studying marketing analytics

At one of the first marketing industry meetings I ever attended, a speaker made the argument that we are moving from the “arts & crafts” stage of marketing to the data-driven stage of marketing. This transformation continues today. The future of marketing is in using analytics and data to inform all marketing decisions. Studying marketing analytics enables students to have the statistical and AI skills necessary to confront this new world.

Highlights of teaching for the program

I teach my digital marketing class as a kind of mini-practicum. The students have to work with an actual organization or firm to develop a digital marketing plan for the firm. What has most impressed me about this class is the sheer creativity of the students in developing a marketing plan. Sometimes, people think analytics removes the need for creativity, but that’s not the case; there are many, many ways to look at the data and apply that data to marketing and advertising. Developing a whole marketing plan really allows that creativity to shine.

Advice for prospective students

Modern tools have made it easier than ever for people with a wide variety of backgrounds to work in the field of marketing analytics. Though some knowledge of statistics and information technology is helpful, state-of-the-art tools enable students with limited technical knowledge to learn the field well. However, knowing how and when to apply these tools correctly to make informed decisions is what this program is all about.

Why Choose the Master of Management, Marketing Analytics (MMA)?

The Master of Marketing, Marketing Analytics program is designed to bridge the gap between technical prowess and marketing expertise, making it the perfect choice for professionals from both domains. For marketing professionals, this program offers the opportunity to master cutting-edge technical skills, equipping them with the analytical tools needed to thrive in today’s data-driven landscape. Conversely, individuals with a technical background will gain invaluable insights into the strategic and creative aspects of marketing, enabling them to apply their technical knowledge in innovative and impactful ways. By integrating these diverse skill sets, our program ensures graduates are well-rounded, versatile, and prepared to lead in the ever-evolving world of marketing analytics.

Something personal you would like to share?

Besides teaching and research, I enjoy running. I’ve run 10 marathons or longer distances in my life and even completed one Ironman. Currently, I’ve run three out of the six world major marathons and I’m working on getting into the last three.