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USM Voices: Recap, 2019 USM Business Analytics & Digital Marketing summit
by Maddie Stevens, President of Student Marketing Association
On Friday, April 26th the University of Southern Maine School of Business held their 3rd annual Business Analytics and Digital Marketing Student Summit and Competition in Wishcamper on the USM Portland Campus. The event focused on two specific tracks, Business Analytics and Digital Marketing. The event was organized by School of Business faculty Amarpreet Kohli and Zhenning Xu.
“Data is a backbone of any business and analytics is needed for decision making,” said professor Kohli.
The event provided opportunities for sharing industry successes, identifying new ideas, and learning from invited speakers from diverse businesses including IDEXX, WEX, TD Bank, MMCRI, Covetrus, Portland Marketing Analytics, and AAA Insurance. A wide array of real-world applications of business analytics were presented in different sessions including talent acquisition, improving marketing performance, customer retention and improving customer behavior.
The event also doubled as a student competition and featured dedicated students showcasing their business talents and analytical thinking. Students that have been working on research they have been conducting all semester were able to present it to people from the local business community.
The analytics track was won by Emilee Orsi, a Senior General Management major who analyzed the forecasting dataset from the Hard Rock Cafe. In the Digital Marketing track, the student team was made up of Senior Marketing majors Erin Nadeau, Ashly O’Rourke, Molly Donley and Ryan Bernier. The team won with their research on a Google Ads campaign they created for the Introspective System.