1. (Data) Mine Your Own Business


    from Center Global Brand Leadership / Added

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    At the BRITE '12 conference, Prof. Oded Netzer (Columbia Business School) discusses his efforts to text mine the internet footprints left by contributors that express consumers' thoughts, beliefs, experiences, and interactions. By "listening" to this data that customers write about their products and their competitors' products, companies can generate market-structure maps and meaningful insights without interviewing a single consumer. The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School. (http://briteconference.com | http://globalbrands.org)

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