Data AnalyticsStrategy Marketing Jul 6, 2015

Making Data Work Harder for You

A strategic approach to data analytics starts with asking the right questions.

Yevgenia Nayberg

Based on the research of

Eric T. Anderson

Florian Zettelmeyer

Listening: Insight in Person Data Analytics


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This month, Insight In Person looks at how business leaders can incorporate data analytics into their companies—from what the manager’s role should be to how big data can be used in product development.

Florian Zettelmeyer, a professor of marketing at the Kellogg School and faculty director of the program on data analytics at Kellogg, explains why every leader needs a “working knowledge of data science,” and why it is important to encourage data literacy across organizations.

Eric Anderson, a professor and chair of the marketing department at the Kellogg School, discusses how companies can use analytics to see who is buying their products—and whether they’re the kind of customer that might be a “harbinger of failure.”

ACT 1: Florian Zettelmeyer on why a working knowledge of data analytics is necessary for business leaders

Florian ZETTELMEYER: One of the really fascinating developments in our world is that it has become easier to measure things.

ACT 2: Eric Anderson on Harbingers of Failure

SCHMALZ: This program was produced by Drew Calvert, Fred Schmalz, Kate Proto, and Michael Spikes. Special thanks to Kellogg School of Management faculty Florian Zettelmeyer and Eric Anderson.

You can stream or download our monthly podcast from iTunes, or from our website, where you can read more about Florian Zettelmeyer’s and Eric Anderson’s research and get tips on data analytics for managers. Visit us at We will be back next month with another Insight In Person podcast.

Featured Faculty

Eric T. Anderson

Hartmarx Professor of Marketing, Professor of Marketing, Director of the Center for Global Marketing Practice

Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing

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