AMA Marketing Research & Analytics SIG: More Than The Sum of Its Parts: Integrating Traditional Research with Big Data Analytics

Overview:

Many marketers do not know how to extract actionable insights from their company’s “Big Data.”  At the same time, many market researchers worry that “big data” will make their traditional research obsolete – as their clients focus to spend their research dollars on data from millions of customers rather than on surveys from only thousands.  In this presentation, Market Strategies’ Greg Mishkin explores ways marketers can put their Big Data to good use, while preserving the benefits of traditional market research methods. Numerous case studies will be shared that show how integrating big data analytics with traditional research methods provides value far in excess of what can be attained separately by traditional research or big data alone.

Speaker:

Gregory Mishkin, Vice President, Research and Consulting, Market Strategies International – @GregMishkin

Bio:

Greg Mishkin is a Vice President at Market Strategies International, working across all divisions and serving as the company’s primary subject matter expert for the wireless communications industry.

His responsibilities include managing and growing key client relationships within the Communications and Consumer & Retail Divisions while maintaining a special focus on the integration of large-scale behavioral data with Market Strategies’ traditional market research solutions. He is known for turning extremely complex data into actionable insights and providing competitive advantages for his clients.

Prior to joining Market Strategies, Mishkin worked at comScore, Inc. where he, most recently, served as vice president of telecom and wireless. While there, he was responsible for building innovative big data market research solutions for leading telecommunications companies worldwide. Prior to comScore, Mishkin was a key member of AT&T Mobility’s market research team, focusing on proprietary big data research solutions. Currently, he has five patents pending related to data-focused market research methodologies.

Mishkin earned a master’s degree in business administration from Kennesaw State University in Kennesaw, GA; a master’s degree in clinical psychology from University of Hartford in Hartford, CT and a bachelor’s degree in psychology from Union College in Schenectady, NY.

Agenda:

8:00am –  8:30am Breakfast/Networking

8:00am – 9:00am Presentation