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

The

Direct Marketing Policy Center

(DMPC) at the University of Cincinnati's 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 major corporations.

Called The Marketing Edge, the national nonprofit company educates professors and college students through its

Professor’s Institute

about best practices and research in marketing. The nonprofit is solely funded through corporations and individuals.

Leading 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 and schools 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 items, surrender more information … even provide attention to new information. 

The takeaway 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."