“From Data to Insights” is a research area of the Chair of Quantitative Marketing and Consumer Analytics at the University of Mannheim. Due to the digitization of the value chain, companies have access to huge amounts of various types of “Big” data which provide the opportunity to analyze and answer strategic questions in management and marketing. In our research we show, how individual-level consumption data or unstructured information from social media, online networks, and brand perceptions can be transformed into insights and key performance indicators. Furthermore, we show how this consequently results in more effective corporate and marketing strategies.
Based on research insights, we teach students and executives various types of methods and tools to analyze and to utilize big data. In our courses we train participants how they can deduce relevant management implications and sustain competitive advantages from various types of data which are available today in companies.
Exemplary research “From Data to Insights”
Are you interested in getting more information about how to turn data into insights?
Your contact for more information:
Prof. Dr. Florian Stahl
L 5, 2 | 68161 Mannheim | Germany