Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Top Corporations and Universities Gather at UC for Insight on Data-Driven Marketing

Monday, December 19, 2016 6:31 PM
Lindner sponsored Professor’s Institute facilitates teaching and research in an increasingly important field at top marketing firms.
Alex Tosolini

Alex Tosolini, P&G's senior vice president of Global eBusiness, was among the presenters and talked about "Building Brands in a Connected World."

The Direct Marketing Policy Center (DMPC) at the Carl H. Lindner College of Business hosted a marketing insights conference in January that drew professors from top universities from across the country to learn about data-driven marketing from top corporations.

Called The Marketing EDGE, the national non-profit company educates professors and college students through its Professor’s Institute about best practices and research in marketing. The non-profit is solely funded through corporations and individuals.

Top corporations such as P&G, Kroger, dunnhumbyUSA, General Mills, Brierley+partners, Nielsen and Marketing EDGE gave presentations on direct/interactive marketing challenges and opportunities to professors from more than 25 top universities such as Duke University, UCLA, Wharton School of Business, University of Pennsylvania, DePaul and more.  The group also took a tour of P&G’s corporate archives downtown.

Keynote speaker Hal Brierley, owner of Brierley+partners, gave an overview of Loyalty Marketing, noting that the word loyalty is widely misused. He told the crowd that loyalty marketing is all about finding inducements for purchasing behaviors— another visit to the store, purchase more stuff, surrender more information…even provide attention to new information.  

The take away for attendees:  "The field of data-driven marketing is taking on increasing importance at top marketing firms, and they need talent from our universities and relevant research, " says Bob Dwyer, professor of marketing and DMPC director at the Lindner College of Business. "The Marketing EDGE and our own DMPC can help with both the teaching and researching challenges."