Data Science in Marketing

Shawndra Hill, a principal scientist at Facebook and former Principal Researcher at Microsoft, joined Columbia Business School’s Marketing Division as a senior lecturer this fall. In conversation with Olivier Toubia, Glaubinger Professor of Business and Chair of the Marketing Division, the professors deliberate about how data science is having an impact on marketing, highlighting the role this technology plays in our everyday lives, and emphasizing how data can also be used with purpose to promote social good. Dr. Hill also touches on some of the controversial topics surrounding data mining in marketing practice, such as privacy and targeting, and addresses diversity and its challenges, within the field.