Marketing Analytics Roundtable Highlights

The Robert H. Smith School of Business’s Center for Complexity in Business held its second-annual Digital Marketing Analytics Roundtable Aug. 1, 2013 at the Smith Suite in the Ronald Reagan Building in Washington, D.C. The roundtable was held in collaboration with Teradata. Smith marketing faculty members Bill Rand, the director of CCB, and Roland Rust, the executive director of CCB, led the event. 


e-Service book cover



Roland T. Rust and P. K. Kannan

2002, M.E. Sharpe



The two most important long-term trends in the business world are the shifting of the economy from goods to services, and the rapid expansion of the information economy and electronic networks. These two trends converge in the concept of E-Service, which is the provision of service over electronic networks such as the Internet.

This opportunity has generated significant interest in both practitioner and academic communities in understanding how the Internet and the network environment can be harnessed in providing "E-Service". Thus, we have private sector companies investing in IT infrastructure to build e-CRM (electronic-Customer Relationship Management) systems, one-on-one marketing systems, apply data mining tools to understand their customers better and provide focused service; in the public sector, organizations and agencies are rapidly setting up "e-Government" systems to provide service to citizens; while in the academic community there is an increased interest in understanding how "E-Service" impacts consumer behavior – their loyalty behavior, and their expectations about price, quality and service attributes – and how this knowledge can be used to design better framework and systems for service provision.

Given the interest in E-Service and the simultaneous, albeit fractured, developments in the various sectors, it is understandable that many definitions and perspectives have emerged regarding "E-Service". Some private sector companies view "E-Service" narrowly as information services, while IT organizations such as Hewlett-Packard have been making "E-Service" as their marketing theme in order to move away from product-centered focus to a service-centered focus. In some government agencies, "E-Service" is viewed as a means of holding government accountable to its citizens. Other IT companies, such as Microstrategy, for example, view "E-Service" as a purely IT driven concept. In the academic community, E-Service is seen as an overarching customer-centric concept (Rust and Lemon, 2000).

"E-Service", edited by Roland Rust and P.K. Kannan, brings together the ideas of the world's leading E-Service writers and managers in a state-of-the-art analysis.

Smith Business Close-Up Election 2012: Branding the Candidates

Thursday, October 18, 2012, 7:30 p.m. & Sunday, October 21, 2012, 7:30 a.m.

As the 2012 presidential race accelerates toward Election Day, campaign strategy in both camps has negative messages flying fast, with sounds bites and ads traveling far and wide.

In this edition of Smith Business Close-Up with the University of Maryland’s Robert H. Smith School of Business, Hank Boyd talks about how the presidential candidates are – or should be – building their brands on the campaign trail.

New Smith Degree to Tackle Big Data Expert Shortage

Responding to a projected shortage of analytical experts, the University of Maryland's Robert H. Smith School of Business will launch a degree program focused on managing and analyzing big data.

Classes begin in fall 2013 for the M.S. in Business for Marketing Analytics. The curriculum will equip its graduates to harness and process massive amounts of data to help design products, predict the effects of marketing campaigns, and better understand customers.

Smith Business Close-Up: Behavioral Economics for Businesses

Thursday, November 29, 2012, 7:30 p.m.; Sunday, December 2, 2012, 7:30 a.m. 

Many startups base their businesses on changing their customers’ behavior – which can be a challenge. But it doesn’t have to be so hard. The trick is understanding how customers make decisions and how to influence those decisions.

In this edition of Smith Business Close-Up, the Smith School’s Rebecca Ratner talks about her experience working with entrepreneurs at Silicon Valley’s behavioral economics summit for startups, StartupOnomics, and the takeaways other businesses can use.

UMD-Smith Marketing Expert Comments on Social Media’s Effect on Gun Control Debate

Bill Rand, assistant professor of marketing and director of the Center for Complexity in Business at the University of Maryland’s Robert H. Smith School of Business comments on social media’s effect on the gun control debate that has been revived by the recent mass shooting at Sandy Hook Elementary School in Newtown, Conn.:

Smith Business Close-Up: The Rise of E-Tail and Social Shopping

Thursday, December 13, 2012, 7:30 p.m.; Sunday, December 17, 2012, 7:30 a.m.

E-commerce and online sales have revolutionized holiday shopping. First there was the rise of Cyber Monday, but now the growth of mobile and tablet-based commerce makes it easier than ever to shop from anywhere at any time. Social media has accelerated this process, with consumers sharing shopping tips with friends and retailers offering special deals.


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