Mining Social Media for Marketing Insights

Data mining yields many returns for marketers.
June 26, 2013 | Research Feature
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In a new three-part Columbia Ideas at Work podcast, Oded Netzer explains how text mining can help marketers interpret social media conversations, measure the impact of marketing campaigns, and even to improve health.

Read the Columbia Ideas at Work research brief here.

Oded Netzer is the Philip H. Geier Jr. Associate Professor of Marketing at Columbia Business School.

Oded Netzer

Professor Netzer's research centers on one of the major business challenges of the data-rich environment of the 21st century: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. His research...

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