Kazandjian, B.; France, S. L., Shi, Y., Vaghefi, M., Wen, J. (2019). Marketing Visualization and Segmentation in the Era of Big Data Analytics. In Fowler, J. G., Weiser, J. (Eds.), Proceedings of the Society for Marketing Advances Annual Conference: Changing the ‘Rhythm’ of Marketing: Are We Listening? (pp. 423-424) (PN031)
This panel discussion is designed to give a broad scope overview of visualization and segmentation. Topics include classic segmentation tools, dealing with modern "big" data, and the toolkit of a modern researcher.