Support the CBA and its many initiatives by becoming a corporate board member. With membership, there are no limitations to the many ways your company can get involved. Past engagements have included analytics projects, executive classroom visits, founding research fellowships, and technical skill development using analytics software.
Kate Spade & Company challenged graduate students to use a targeted application of analytics: Complete a thorough brand analysis and offer strategic recommendations for enhancing customer engagement and revenue.
Process: Students conducted a situational analysis of Kate Spade’s competition and marketplace, and using IBM and comScore’s analytics tools, examined customer survey data, developed technical models, and drove insights. McKinsey & Co. advised students on translating results into actionable suggestions and presenting value to managerial audiences.
Outcomes: The students uncovered key opportunities to capture a greater share of competitor audience, convert gift givers and recipients into loyal customers, and influence current customers to shop the new Kate Spade Saturday brand. After seeing the students’ presentations, McKinsey & Co. immediately hired four M.S. in Commerce students.
Faculty Research Collaboration
Global marketing research firm IPSOS Public Affairs worked closely with the CBA to probe U.S. consumer and workplace attitudes on automation. Research delved into opinions on related subjects that ranged from online banking and self-driving cars to big issues like large-scale job loss.
Process: The IPSOS/CBA team developed a framework for analyzing perceptions on automation. Capturing a snapshot of prevailing opinions concerning the integration of AI, the research program incorporated two online surveys that gathered responses from 4,000 U.S. adults. The team then charted the results, detailing perspectives in a paper titled “The Automation Divide.”
Outcomes: Americans are split in their views and expectations about automation, and the paper’s divergent and surprising findings were featured in WIRED magazine. The IPSOS/CBA team provided vital recommendations: enhance trust with “autophobes,” increase enterprise and cyber-physical system security, offer displaced worker training programs, and introduce greater workplace dialogue.
Student Research Fellowships
Through the Deloitte Foundation Analytics Program, the renowned professional services firm invested in a fellowship to support student projects concerned with industry-oriented predictive analytics. Student researchers used customer sentiment as predictive indicators of consumer ratings to deliver cost-effective insights about demand for 3D printers.
Process: Using an extensive data set of 3D printers listed on Amazon, students cleaned the information using R and Python programming languages to reveal the most meaningful content. Evaluating machine-learning models such as gradient boosted, decision trees, and logistic regression, the team successfully classified reviews, reaching an average predictive accuracy of 73%.
Outcomes: Based on their results, the team advised 3D printer manufacturers to release new products or highlight updates to reengage customers and increase satisfaction with their products. The study also suggests manufacturers examine the spread of positive or negative polarity across competitor products to learn more about consumer opinions and the features they value.
What do CBA board members get in return?
As a member company, you’ll receive valuable research information on pressing industry challenges, enjoy increased visibility among students and faculty—including access to hire highly skilled graduates—and the opportunity to expand professional network.
For details about becoming a CBA board member, contact Allison Teweles, Assistant Dean for Corporate & Foundation Relations, at +1 434-924-0752.