Anindya Ghose

Business analytics is the intersection of business and technology, deeply embedded in a culture of data. As a strategic asset, business analytics offers many organizations new opportunities for competitive advantage. How should organizations be thinking about data-driven decision-making? What is Big Data, anyway? And when do firms need it and when can they do without it? The digital economy is complex, and offers more questions than answers. Anindya Ghose helps firms navigate the complicated and unknown, including what happens in a world with an abundance of data? How can you establish a business analytics culture within your organization? How would your strategy change if you could test your decisions using data? Could business analytics create new business opportunities? How can one develop a deeper understanding of what business analytics means in today’s world of Big Data?

The emergence of the internet has drastically changed various aspects of an organization’s operations. Some traditional marketing strategies are now completely outdated; others have been deeply transformed, and new digital strategies are continuously emerging, spurred by the unprecedented access to vast amounts of information about products, firms and consumer behavior. From Twitter to Facebook to Google to Amazon to Apple, the shared infrastructure of IT-enabled platforms are playing a transformational role in today’s digital age. The internet is now encroaching core business activities such as new product design, advertising, marketing and sales, creation of word-of-mouth and customer service. It is fostering newer kinds of business models. Traditional businesses have always been about the 4Ps: Product, Price, Place, and Promotion. Professor Ghose delves deep into helping organizations win in the digital economy by showing how the digital revolution has transformed all of the above, augmented with the 5th P: Participation by consumers.

How should firms be thinking about digital marketing? What are the challenges faced by firms adopting digital media? How they should resolve issues surrounding advertising investments and attribution? Anindya Ghose answers these questions and shares best practices for businesses. While there will be sufficient attention given to top-level strategy used by companies adopting digital marketing, he also dissects digital analytics-oriented tools and how they make organizations more intelligent in the ways they conduct business in the digital age. Measurement plays a big role, emphasizes Professor Ghose. Thriving in such a digital-centric environment requires the understanding and leveraging of the major mega-trends of today, such as digital attribution, social listening, Big Data and the social-graph for external and internal business innovation. Based on the composition of the participants, he can speak about how specific firms can create a comprehensive digital marketing plan and execute it. He can also discuss how to create omni-channel (offline-online) synergies.

The mobile economy is reaching a global tipping point. It’s the massive mobile shift developers have been working toward, marketers have been hearing about and brands have been anticipating – mobile is the future of business and that future is here. If you are responsible for branding, marketing or advertising decisions, Anindya Ghose will help you prepare for and capitalize on it.

Drawing from his forthcoming book, TAP: Forces that Shape the Mobile Economy (MIT Press), Professor Ghose discusses why it is time to seize the opportunities created by the global prevalence and dependence on smartphones. Drawing on extensive research in the U.S., Europe and Asia, and a variety of real-world examples from many other countries in the world, his insights will empower you to tap into nine forces shaping the mobile economy, show you how to resolve consumer behavioral contradictions and delight consumers all at the same time with a mobile strategy. Through his TAP framework, he demonstrates the true power behind mobile marketing: the influence it wields over shoppers, the behavioral and economic motivations behind that influence, the lucrative opportunities it represents, and how organizations can start to rethink their marketing strategy based on these insights.

Whether you’re marketing products or services in telecom, retail, banking, ecommerce, healthcare, manufacturing, hospitality or any field, Professor Ghose will expand your current understanding of how mobile is shaping the digital economy, how to leverage the nine forces and especially what the future of mobile looks like.

He has consulted in various capacities for Berkeley Corporation, CBS, Dataxu, Facebook, NBC Universal, OneVest, Samsung, and 3TI China, and collaborated with Alibaba, China Mobile, Google, IBM, Indiegogo, Microsoft, Recobell, Travelocity and many other leading Fortune 500 firms on realizing business value from IT investments, internet marketing, business analytics, mobile marketing, digital analytics, social media, and other areas. He has published more than 75 papers in premier scientific journals and peer reviewed conferences, and has given more than 200 talks internationally. He is a frequent keynote speaker in executive gatherings and thought leading events globally.