Big Data Takes Over UCLA Anderson

By Nathan Moorman

On Friday, November 20, UCLA Anderson hosted Big Data: Big Impact with executives and thought leaders from all over the world coming together to discuss big data.

The conference is part of Big Data Week, one of the most unique global platforms of interconnected community events focusing on the social, political and technological impacts of big data. The conversations on Friday covered a variety of topics, ranging from a general discussion about why big data matters in the 21st century to a more focused conversation on using big data to improve marketing strategies.

Dominique Hanssens, Bud Knapp Distinguished Professor of Marketing and faculty director of the new Morrison Family Center for Marketing Studies and Data Analytic sat UCLA Anderson, moderated the first discussion among panelists, who talked about the impact on consumers as well as the effect of big data socially and globally.

Following the keynote address by AOL president Bob Lord, Colleen Quinn, director of marketing, communications, media & entertainment, e-commerce and utilities at TERADATA, moderated a talk about analytics in entertainment. James Maysonet, principal consultant at TERADATA, stated his belief that there are opportunities to “apply the science to the art” and that mindsets could change because of it.

Another panel discussed emerging trends in big data and was moderated by Vandana Mangal, executive director of Anderson’s Easton Technology Management Center. The panelists discussed their own experience with Daniel Kehrer (’12), head of marketing and communications at MarketShare, who recommended that people “use data to be predictive and prescriptive.”

The final panel focused on the impact of big data on marketing. John Kelly (’98), managing director at the Berkeley Research Group, moderated the panel as participants chatted about how to implement effective strategies and shared their own stories and advice.