2018 MMA Master Scholar competition
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Presented this slide deck as part of Marketing Management Association's Master Scholar competition. I was selected as one one of three finalists.
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2018 MMA Master Scholar competition
- 1. Marketing Scholarship in Different Contexts Michael A. Levin Otterbein University Marketing Management Association Master Scholar Competition
- 6. NACS Leadership InstituteLeadership Development
- 8. Analytics as a Profession
- 11. Student Research 4 13 Before AY 2008- 9 Since AY 2008- 09
- 12. Student Research
- 15. Marketing Scholarship in Different Contexts Michael A. Levin Otterbein University Marketing Management Association Master Scholar Competition
Editor's Notes
- Analyzed effectiveness of a trial project involving revenue and expenses associated with children’s immunization. Trial project was used by the Ohio Department of Health. Results were far less than favorable. Presentations to ODH and CDC postponed indefinitely.
- Received data from a retailer on a possible app that they were developing. Lots of descriptive data. Took the same data and re-analyzed with PLS and published in IJDRM Then, used the article as the basis for a presentation to digital analytical professionals on why they should go beyond descriptive statistics.
- Was asked to give a presentation on correlation to a roomful of digital analytics professional. To explain correlation, I incorporated relationships from the television show, Friends. I explained that the interpretation in correlation is what matters. I also explained that Excel will calculate correlation using the CORREL function. Find the relationship between two variables such as landing page and checkout or time on site and lines per order.
- Worked on a project with a local vendor. Vending decline market with penny margins. Had to decide whether to change the door to vending machine and add a credit card reader, leave the door as is but add a credit card reader, or leave the machine as is. Used various financial calculcuations including payback, breakeven, inventory turn, ROI, etc. to come to conclussion
- For the duration of the LI led a simulation activity as shown in screen left. Over the 4-years of the LI, my role expanded from simulation only to assisting with the entire week-long LI to developing and teaching a case. I was considered initially because of my experience with simulation. My role was expanded was increased because of my knowledge of retail including KPIs, and research.
- Added Poison distribution and other count models to retail management. I also include financial and accounting ratios that are considered to be industry standard KPIs. Conversion rate. Sales per sq. foot. GMROII Dwell time. Bounce rate. Conversion rate. Basket abandment. Inventory turn. Profits per lines
- Host an analytics career panel. Had our 6th annual in the fall. Now have alumni serving on the panel
- Recognized by peers in the current special issue of MER.
- Created Analytics course in WQ2009 with 5 students 15 enrolled for AS2018 Added Marketing Analytics minor for AY2015 4th most popular minor; Half from Finance
- Six of these eight students completed a project and Marketing Analytics. Each project was different and wide ranging. Some used PLS modeling. Others SEM. Heather incorporated payback, breakeven, ROI to develop a teaching case about her family’s business Kate used cluster analysis to group HEIs Jacob applied cross tabs while Annie relied on Regression. Different analytical tools to answer questions each student was interested in.