5 questions with Professor Blake McShane

Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has developed statistical models for a variety of fields, including online advertising, neuroscience, paleoclimatology, law and even baseball.  His research primarily focuses on developing new methodologies that accommodate… Continue reading

Landing my internship — and future job — at Google

Jeff Hoffman is a second-year student interested in entrepreneurship and technology. He is passionate about the intersection of data science and application, focusing specifically on how data sets and insights can be leveraged to create, refine and market new products and services.

This past summer Jeff interned at Google and will return to the technology firm after graduation. He recently participated in a Career Management Center webinar about career opportunities and his experiences working with Kellogg’s career coaches. Watch the entire webinar, or continue reading to see what Jeff had to say about recruiting, his experience at Google and why he thinks Kellogg graduates are perfectly equipped to succeed in the technology industry.

Bringing analysis back to data analytics

Joel Shapiro, JD, PhD, is the Executive Director of the Program on Data Analytics (PDAK) at Kellogg. Since joining the school in spring 2015, he has been engaging with students via the Big Data and Analytics Club and developing a new course for the PDAK curriculum. Shapiro helps businesses understand how to better take advantage of data and to improve decision-making across the enterprise. He has served on faculty at Northwestern for 11 years, and in 2010 built the first online degree program in predictive analytics.

In this Q&A, Shapiro talks about big data, his vision for data analytics at Kellogg, and more.

Bringing a data-driven approach to Microsoft

Visha Chadha ’15 spent last summer in Seattle working at Microsoft, where she interned as a product marketing manager intern. After graduation she will return full time to Microsoft and do product management/marketing in the company’s cloud computing group and work on Microsoft Azure.

One of the most valuable realizations Chadha had as a Microsoft intern was how she constantly applied lessons learned in Kellogg’s data analytics courses.

Chadha, who previously designed semiconductor chips for microprocessors and smartphones at AMD (Advanced Micro Devices), took time to talk about why it was important for her to build a strong foundation in data analytics while at Kellogg.

Analytics in sports: The key is communication

A group of Kellogg students and I recently attended the MIT Sloan Sports Analytics Conference in Boston, and two things became clear: the sports industry is fundamentally changing and analytics is playing a part in that transformation.

In many ways, professional and collegiate sports have never been more popular or brought in more revenue. However, there are many threats to the sports industry, including health concerns such as concussions or the rise of Tommy John surgery. There are also growing external pressures, such as the push to allow the legalization of sports betting in the United States, as it is legal in many other countries.

Given the growing number and complexities of challenges facing the sports industry, there was a noticeable wave of recent MBA graduates at the conference making inroads at a variety of teams and league offices, particularly those that are more analytically advanced companies. These organizations see the value of utilizing quantitative and business savvy MBA students to help address these issues. This was helpful for many of the Kellogg students in attendance who want to transition into the sports industry and are trying to find opportune ways to do so.

Students develop forecasting tool for Chicago Bulls

The Chicago Bulls and Kellogg’s Analytical Consulting Lab have had a partnership that extends back to the spring quarter of 2012. In the fall quarter of 2014, a team of second year students (Gavin Driskill, Andres Oksenberg, Pankaj Tanwar and Bruno Valle) completed the most recent project with the Chicago Bulls as part of the course, led by Professor Russell Walker.

The Bulls, led by Director of Analytics Matt Kobe (Kellogg ’11), presented the ACL team with a merchandise and concession forecasting challenge. The team wanted to improve the forecasting of these revenue streams to help the team better plan and promote throughout the season.

Previewing the 2015 Kellogg Marketing Conference

In today’s digital and connected world, consumer experience has become far more layered and transparent than in the past. Price and quality comparisons are easier than ever, the sales funnel is no longer linear, and change happens fast.

The modern-day marketing needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.

That is why the 2015 Kellogg Marketing Conference will examine “Marketing Outliers: Growing Outside the Comfort Zone.” The conference will explore the recent history of strategic decisions, campaigns, and tactics that went beyond the marketing playbook and how we can learn from the outliers who have taken big risks.

Kellogg’s unique approach to data analytics

It’s been a busy few weeks for data analytics at Kellogg. Earlier this month, Professor Florian Zettelmeyer hosted a panel discussion about the topic with prominent alumni at Facebook headquarters in Menlo Park, Calif. And this past weekend, three One-Year MBA students took first place in the Adobe Digital Analytics Competition, where they walked away with a check for $15,000.

With all the buzz about big data, Kellogg continues to be focused on preparing business leaders to harness the power of analytics.

How Kellogg helped me achieve my goals

Most of my life, I have been a technologist with an ambition to lead large technology organizations. When you have big goals like that, you need the right tools to achieve them. To successfully achieve this goal, one needs knowledge beyond technology. The basics of business management through a modern global economy lens, delivery of… Continue reading