MSBA Students Complete Module 2 in Rotterdam

NYU Stern MS in Business Analytics students recently completed their second module at Erasmus University Rotterdam School of Management. Professor Wolf Ketter kicked off the module with his Analytics for Sustainability course which examined the present and future energy landscape and demonstrated how big data analytics can be used to predict stakeholder behavior.

MSBA Academic Director and Professor Harry Chernoff taught Operations Analytics which reviewed operational principles and techniques such as supply chain management and optimization models. The class went on a site visit to the SmartPort of Rotterdam, which is the largest port in Europe. Students heard from guest speakers and industry leaders to learn first-hand how analytics and new technologies are being implemented in the SmartPort functions.

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NYU Stern Professor Arun Sundararajan closed the module with his course on Network Analytics. Professor Sundararajan focused on how to use data that is networked, text-intensive and unstructured, with applications from viral marketing, A/B testing and media planning.

The class also enjoyed a special site visit to The Peace Palace at the Hague.

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Up next, the MSBA class will travel to NYU Shanghai for Module 3 and taking classes on Data Visualization, Data Mining and Decision Modeling.

 

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Prof. Anindya Ghose Discusses the Effectiveness of Mobile Advertising

MSBA Professor Anindya Ghose recently contributed an opinion piece to
The Conversation discussing the effectiveness and potential of mobile advertising.

prof ghoseDespite critics’ assertions that mobile advertising is ineffective and that users are too concerned about protecting their data privacy to accept mobile marketing techniques on their devices, Professor Ghose cites data showing that 49% of users are receptive to mobile marketing strategies and willingly sacrifice data privacy in exchange.

A number of studies have demonstrated the effectiveness of mobile advertising in different contexts.

For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods that are used for luxury purposes)…

Studies by mobile app analytics companies like Flurry have shown that people are more than willing to tolerate ads and accept various forms of mobile marketing in exchange for cool apps. While consumers may not be in love with in-app advertising, their behavior makes it clear that they are willing to accept it in exchange for free content, just as we have on the internet for years.

To read the entire article on The Conversation, please click here.

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Prof. Anindya Ghose Gives Keynote Addresses on Big Data

This summer, MSBA Professor Anindya Ghose gave keynote speeches at two high-profile data science events abroad.

Prof. Ghose gives a keynote address at the Harbin Institute of Technology

Prof. Ghose gives a keynote address at the Harbin Institute of Technology

First, in June, Professor Ghose was invited by the Chinese Ministry of Education in Harbin Institute of Technology to give a set of keynotes at the 2015 HIT Large Data and Business Analysis International Graduate Summer School in China. For three days, Professor Ghose joined other experts and scholars to give lessons on data science, digital marketing and business analytics. The event featured over 300 attendees from China, Singapore, Japan, S. Korea, and India, who underwent a vigorous selection process to attend.

Prof. Ghose speaks at the annual HBR Latin America Conference on Big Data and Analytics

Prof. Ghose speaks at the annual HBR Latin America Conference on Big Data and Analytics.

In July, Professor Ghose traveled to São Paulo to present a keynote at Harvard Business Review’s annual Latin America Conference on Big Data and Analytics, which featured an audience of over 100 of Brazil’s highest C-suite executives. In his keynote, Professor Ghose examined how big data tools are transforming businesses to become more agile and competitive.

Congratulations to Professor Ghose on his prestigious speaking engagements!

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Prof. Arun Sundararajan on the “Gig Economy”

sundararajan-200In a recent opinion editorial on The Guardian, MSBA Professor Arun Sundararajan examined how the explosion of “small-scale entrepreneurship,” in conjunction with the digital revolution, is blurring the lines between professional and personal in the sharing economy. In the article, Professor Sundararajan discussed the historical background of peer-to-peer exchange, and how today’s modern gigs use feedback systems to create a high-quality consumer experience. However, for the providers in the sharing economy, part time employment comes with its own set of benefits and challenges:

There’s certainly something empowering about being your own boss. With the right mindset, you can achieve a better work-life balance. But there’s also something empowering about a steady pay cheque, fixed work hours and company-provided benefits. It’s harder to plan your life longer term when you don’t know how much money you’re going to be making next year.

On the other hand, starting a new business has generally been an all-or-nothing proposition, requiring a significant appetite for risk. There are benefits to dipping your toes into the entrepreneurial waters by experimenting with a few gigs on the side. Perhaps this lowering of barriers to entrepreneurship will spur innovation across the economy.

To read the entire article on The Guardian, please click here.

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Prof. Arun Sundararajan on Employees of the Sharing Economy

sundararajan-200In a recent article on labor regulations and the sharing economy, MSBA Professor Arun Sundararajan discussed how classifying Uber drivers as full-time employees would impact not just the future of Uber’s business, but also the US job market. Currently, Uber views its drivers as independent contractors, as the drivers set their own hours and driving routes, and the app is merely a way to connect drivers to customers needing a ride.

However, while critics argue that Uber is disguising its drivers as contractors to avoid labor regulations, Professor Sundararajan believes that recognizing Uber drivers as full-time employees may not be beneficial to all:

“It’s very unlikely drivers’ take-home pay would rise. There also would be fewer drivers. They would be able to drive more hours, but they’d have less flexibility in how they worked,” he said. Studies suggest that flexibility—no supervisors to answer to, working when you want rather than when the boss wants—is an important part of what attracts workers to companies like Uber.

To read the entire article on The New Yorker, please click here.

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First Annual Business Analytics Symposium Explores “Transforming the Workplace”

On June 26th, 2015, over 100 MSBA alumni, NYU faculty members, and business analytics professionals joined together for the first annual Business Analytics Symposium at NYU Stern. The theme of this year’s symposium was “Transforming the Workplace,” and explored how companies are using analytics not just to gain a competitive advantage, but to transform their workforce in innovative ways.

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MSBA Professor JP Eggers

The symposium began with an introductory session by NYU Stern MSBA Professor JP Eggers, titled “Building the Foundation.” Professor Eggers explained how organizations use analytics for decision making- from strategic planning to operations- and why an analytics strategy is crucial to transforming the workforce.

MSBA '14 Alum Charles King

MSBA ’14 Alum Charles King

MSBA ’14 Alum Charles King, the VP of Analytics at E15, discussed how organizations must challenge their existing processes and structures to fully incorporate the use of data analytics in their business. In “Getting Past the Gut,” he examined a real-world example of how his company transformed its business and client relationships by using data and analytics.

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MSBA ’14 Alumni Tim Long, the Director of Workforce Analytics and Systems at Micron Technology, and John Callery, the Director of People Analytics at AOL, led a joint session on how HR analytics can be used to transform the workplace. In “Finding and Keeping the Purple Squirrels,” the two described employee recruitment and employee retention perspectives of the business and technical strategies in talent analytics.

MSBA 14' Alum Tim Long

MSBA ’14 Alum Tim Long

MSBA '14 Alum John Callery

MSBA ’14 Alum John Callery

The symposium concluded with a talk on “Exploring Big Urban Data,” led by NYU Poly Computer Science and Engineering Professor Juliana Freire. Professor Friere explored how urban big data can be used to better understand cities and lead to developments in improving daily operations, planning, policies, and citizens’ quality of life. Professor Friere demonstrated the use of such massive data by examining her own research on taxicabs in New York City.

NYU Poly Professor of Computer Science and Engineering, Juliana Freire

NYU Poly Professor of Computer Science and Engineering, Juliana Freire

The 2015 Business Analytics Symposium was hosted by the NYU Stern MS in Business Analytics Program, an advanced business degree program that teaches students to understand the role of evidence-based data in decision making and to leverage data as a strategic asset. The program is designed for experienced professionals interested in gaining competitive advantage through the predictive potential of data.

A special thank you to our guest speakers and attendees at this year’s symposium.

For NYU Stern’s recap of the MSBA Symposium, please click here.

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Prof. JP Eggers on “Focusing On the Customers You Want, Not the Ones You Have”

jpeggersIn a recent opinion editorial on Harvard Business Review, MSBA Professor JP Eggers explained why digital businesses should innovate for the consumers they want, not the ones that they already have.

Professor Eggers drew on the distinctions between early and late adopters of technology to support his claims, using companies such as Snapchat, Facebook, and MySpace. Early adopters, he explains, sometimes view later adopters with contempt, and may abandon a digital platform or technology entirely with a heavy convergence of late adopters.

However, “given the relatively small size of the early-adopter pool, sacrificing a few first-generation users may seem like a minor loss and a worthwhile trade-off. But original users confer a certain legitimacy to a business. Moreover, these risk-seeking, innovative, exploratory consumers pose a potential competitive threat if they become disenchanted and leave. They may wind up leading the charge for — or even founding — a competing business that they feel is truer to your business’s original purpose. While there is no way to know for sure, it is likely that the early adopters of Google’s search, the iPhone, and Facebook included many disenchanted early adopters of Yahoo!, Blackberry, and MySpace.”

To read the entire article on Harvard Business Review, please click here.

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Prof. Sundararajan: “AirBnB is an Ally, Not An Adversary”

The following is a NY Times op-ed by MSBA Professor Arun Sundararajan:

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“Airbnb has helped create a new form of mixed-use real estate: residential units that sometimes double as short-term paid accommodation.

It remains unclear whether this form of “sharing” significantly alters the supply of affordable rental housing. In San Francisco, city officials contend the impact is high, while Airbnb’s own economic analysis suggests otherwise.

Regardless, all of the rooms and units listed on Airbnb could barely house a tenth of the 45,000 new residents San Francisco has added to its population over the last five years.

And Airbnb’s scale in San Francisco is dwarfed even further by the high fraction of rent-controlled units — over 170,000 spaces, or about 70 percent of rental units — which significantly distort the availability and allocation of affordable housing.

Regulation of Airbnb cannot by itself solve San Francisco’s housing shortage, whatever form the regulation might take. It is critical that city governments treat platforms like Airbnb as partners in finding new regulatory solutions, rather than casting them as the protagonists in conflicts between existing regulations and the new commercial behaviors they enable…”

Read the entire op-ed here.

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Prof. Anindya Ghose Speaks at OECD in Paris

 

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MSBA Professor Anindya Ghose recently spoke at the annual OECD (Organisation for Economic Co-operation and Development) forum in Paris on the topic of imminent implications of big data and the Internet-of-Things for society, businesses, labor markets, and financial markets. Professor Ghose joined UN officials, heads of state, and CEOs from around the world to discuss a panel on “The New Product Revolution” and examined how to harness the benefits of the data-driven revolution in order to solve key societal challenges and formulate policy-making.

Read below fore more information about his session:

Ongoing and interconnected innovation in ICT — Big Data and the “Internet of Everything”– nanotech, telemedicine, biotechnology, is offering promising solutions to challenges in areas such as health, ageing, climate change, food security, and represent an increasingly significant source of potential growth. Policies to stimulate this type of “knowledge-based” economic growth are high on the agenda in many countries. Past industrialization created employment opportunities and led to higher living standards. However, the current industrial revolution is a complex one where the relationship between innovation and the creation of jobs and higher living standards is not obvious.

Professor Ghose tackled questions focusing around regulatory frameworks to support the “next production revolution” and infrastructures for developing such new products. He also discussed measures we can take to ensure that the benefits of innovation do not lead to a further increase in inequality.

Read more about the OECD session here.

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Prof. Anindya Ghose Leads Webinar on Leveraging Beacons, Wi-Fi and Geo-fencing

Webinar-Slides_Location-based-mobile-advertising-lessons-for-retailersMSBA Professor Anindya Ghose recently gave a webinar on mobile marketing analytics that was streamed live internationally. In the webinar, titled “Leveraging Beacons, Wi-Fi and Geo-fencing to achieve maximum ROI,” Professor Ghose offered location-based mobile advertising lessons for retailers. He also shared results from his experiments with Beacon-based targeting, Wi-Fi localization and geo-fencing conducted in retail stores across Germany, China, South Korea and the US.

The webinar also explored how retailers could use beacons to gain insights on visitor behavior, trigger hyper-targeted contextual information to shoppers, and generate more revenue.

To watch a recording of the webinar and view Professor Ghose’s slides, please click here.

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