Date: Monday , April 27, 2015
Time: 7:00 EST (informal reception/snacks) 7:30 pm EST (lecture)
Location: Center for Marketing Technology (CMT), Morison Building, Bentley University
175 Forest Street, Waltham, MA Click here for Map
Speaker: Dr. Nathaniel Lin
Title: “Big Data Analytics amidst Zombies, Bots and Fake Traffic in China”
Summary: "With the emergence of China economic power, more and more businesses are reaching out to the Chinese consumers through the use of social media. Unlike the US, despite the semblance of “law and order”, few rules actually are observed when it comes to online and mobile advertising in China. This creates a confused situation of large number of fans, likes and even comments or clicks inflated by armies of fake fans (known as zombie fans in China), mercenary for hire for “Likes” and “Comments”. In order to mine insights with analytics, we need to know what actually works and what doesn’t. Therefore it is critical we are able to distinguish real from fake online and social media activities. In this talk, I will present examples of “Big Data” analytics used. The topics I will cover are to discern which social media posts are genuine among fakes, predicting who are the true KOL’s (Key Opinion Leader) and estimate their true “Reach" and “Influence”. I will also touch briefly on some of the work in progress in leveraging Chinese Language text mining, emerging RTB (Real Time Bids) technology and Predictive Analytics to achieve superior precision targeting in China. I will also share how customer insights from advanced big data analytics are being combined with leading edge marketing and CRM technologies to achieve real business impacts in the crowded online market space in China.”
My bio: Dr. Nathaniel Lin is a recognized leader in marketing and business analytics across various industries worldwide. He has over 20 years of frontline experience applying actionable advanced analytics strategies to the world’s largest companies in technology, finance, automotive, telecommunications, retail, and across many other businesses, including IBM, Fidelity Investments, OgilvyOne, and Aspen (now Epsilon) Marketing Analytics.
Nathaniel is currently the President of Analytics Consult and was the Chief Customer Insights Officer of Attract China. He has been leading the efforts to develop leading edge Big Data Analytics technology and knowledge assets to deliver unparalleled values to Chinese consumers and U.S. clients. Nathaniel is widely recognized as an expert, teacher, author, and hands-on leader and accomplished business executive in the application of data and advanced analytics in a wide variety of businesses. Together with his team, Nathaniel serves as a trusted strategic advisor to senior management. He is frequently invited as the keynote speaker in analytics events and advised over 150 CEOs in the U.S. and abroad on analytics and Big Data issues. He was also invited by WWW2010 as one of the four expert panelists (together with the heads of Google Analytics, eBay Analytics, and Web Analytics Association) on the Future of Predictive Analytics. As a recognized analytics expert, Nathaniel has partnered with Professor Tom Davenport to benchmark analytics competencies of major corporations across different industries. He also demonstrates his passion in developing future analytics leaders by teaching as Adjunct Professor in Strategic CRM and Advanced Business Analytics for MBA and PhD students at the Georgia Tech College of Management, Boston College Carroll School of Management, and Bentley University. Nathaniel holds a PhD in Engineering from Birmingham University (UK) and an MBA from MIT Sloan School of Management. He is also the author of Applied Business Analytics recently published by the Financial Times/Pearson Press focusing in bridging the gap between analytics and business insights and strategies.