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General Information


Temple University Fox Business School Global Center for Big Data in Mobile Analytics

in cooperation with

New York University, Stern School of Business
Ludwig-Maximilians-Universität, München/ Institute for Market-based Management


Mobile Targeting, Big Data, and Digital/Social Media Marketing: Germany Symposium 2015
Bridging Research and Practice in the Field of Big Data

March 13, 2015
Munich, Germany


Conference Topic

The exponential growth of data, the vast possibilities to store it and the improving capabilities for analysis have made Big Data a concept which seems to be ubiquitous. Big Data nowadays touches upon almost every sector of the global economy; marketing being one of the most heavily affected corporate functions.
The conference is geared towards discussion on the effects of Big Data analytics on customers, brands, marketing, and social media strategy. For this reason, the conference will cater to a broader audience spanning scholars and practitioners in marketing, advertising, branding, MIS, economics and statistics.
A special focus lies on the use of Big Data for mobile marketing purposes and on the successful implementation of Big Data in Digital and Social Media Marketing.

Possible topics may include:

Mobile Targeting

  • Mobile targeting in retailing, banking, e-commerce, automotive industries
  • Mobile geo-social targeting with Facebook/Twitter
  • Mobile dayparting with hours of the day effects
  • Mobile geo-conquesting with competitive and combative advertising
  • Geofenced marketing messages
  • Geotag-enabled social sharing
  • Mapping/visualizing mobile social networks
  • Mobile app design and mobile gaming
  • Cross-channel cross-platform integration of mobile ads
  • Mobile online to offline/offline to online (OTO) conversion

Big Data and its Practical Applications

  • State of the art applications of Big Data in practice
  • Successfully linking Big Data and strategy
  • Connecting offline and online data sources
  • Handling privacy and security concerns
  • Cross-country differences in the acceptance of Big Data
  • Real-time consumer insights from Big Data and large field experiments

Digital & Social Media Marketing

  • Social networks and structured/unstructured data analytics
  • Social media marketing using Big Data
  • Successful implementation of social CRM
  • Finding the right metrics to measure social media marketing success

Submission Guidelines

We provide two possible formats for submissions to the conference:

• Extended abstracts of original research projects, not exceeding 5 pages.
• Proposals for presentation, not exceeding 20 slides. In this format we especially welcome recently finished research projects and contributions from practitioners.

Contributions will go through a peer review process.

Deadline for submission is Jan 31, 2015. Please submit papers via our registration tool.

Acceptance of submission requires author commitment to register and present at the conference.

Important Information

Important Dates:

  • January 31, 2015 – Deadline for submission of abstracts and papers/proposals for presentation.
  • February 22, 2015 – Regular Registration Deadline
  • March 7, 2015 – Late Registration Deadline
  • March 13, 2015 - Conference

Conference Fee:

The regular conference fee is 349 € (261 € for researchers). The fee includes:

  • Admittance to all scientific conference sessions,
  • Admittance to the industry panel
  • Conference Lunch
  • Networking coffee and refreshments
  • Welcome Package

We would like to make the conference available to different groups of participants. We therefore offer a discounted rate for students/ Ph.D students of 174 €.

The late registration conference fee for registrations after February 22, 2015 is 449 € (336 € for researchers, 224 € for Ph.D. students).

Conference Language will be English

Conference Chairs:

Xueming Luo (Temple) - Homepage

Anindya Ghose (NYU) - Homepage

Russell Winer (NYU) - Homepage

Manfred Schwaiger (LMU) - Homepage

Conference Program Board Members:

Eric Anderson (Northwestern), Kellogg School of Management - Homepage

Pradeep Chintagunta (Chicago), Chicago Booth School of Business - Homepage

Jean Pierre Dubé (Chicago), Chicago Booth School of Business - Homepage

Carl Mela (Duke), Fuqua School of Business - Homepage

Scott Neslin (Tuck), Dartmouth College - Homepage

Sascha Raithel (LMU), Ludwig-Maximilians-Universität München - Homepage

K. Sudhir (Yale), Yale School of Management - Homepage

Yuchi Zhang (Temple), Fox School of Business - Homepage

Juanjuan Zhang (MIT), Sloan School of Management - Homepage


In case of questions please refer to: