{"id":30721,"date":"2015-04-27T10:45:57","date_gmt":"2015-04-27T08:45:57","guid":{"rendered":"http:\/\/www.ieseg.fr\/?post_type=news&p=30721"},"modified":"2025-09-10T17:19:18","modified_gmt":"2025-09-10T15:19:18","slug":"ieseg-launches-new-center-of-expertise-for-marketing-analytics","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/ieseg-launches-new-center-of-expertise-for-marketing-analytics\/","title":{"rendered":"I\u00c9SEG launches new Center of expertise for Marketing Analytics"},"content":{"rendered":"

I\u00c9SEG School of Management is pleased to announce the launch of the I\u00c9SEG Center for Marketing Analytics <\/a>(ICMA).\u00a0 Led by a team of academic experts at the School with a proven track record in the field, the center of expertise supports the development of all of I\u00c9SEG\u2019s different teaching, research and business projects related to marketing analytics.<\/p>\n

\"ICMA\"It is one of the three centers of expertise that have been developed at the School together with the Center on Negotiation (ICON<\/a>) and the Center for Organizational Responsibility (ICOR<\/a> ).<\/p>\n

Kristof Coussement and Koen de Bock, professors at I\u00c9SEG and founders of ICMA, explain: \u201cAll information that a company collects about its customers can potentially be deployed to increase the return on investment of marketing efforts by making them more effective. However, while many companies have access to valuable data, many are not necessarily able to use it to their full benefit.\u201d<\/p>\n

\u201cOne of the roles of ICMA therefore will be to look to bridge the gap between academic research and business needs and to establish durable research collaborations between academics active in marketing analytics research and businesses in need of solutions in these areas,\u201d they add.<\/p>\n

Marketing analytics, a sub discipline in marketing, has evolved enormously over the past 20 years and today constitutes an umbrella term covering closely related concepts including: analytical CRM; customer intelligence; social media analytics; predictive marketing analytics; data mining for marketing; big data analytics for marketing.<\/p>\n

This is why I\u00c9SEG is bringing together all of its activities related to marketing analytics under the umbrella of ICMA, a center that will be organized around three pillars:<\/p>\n