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2018 BayesiaLab Conference in Chicago

Conference Presentation

Unsupervised Bayesian Network Learning for Non-Obvious Marketing Insight

Dr. Charles Hammerslough, Discipline Lead for Data Science
Praveen Singaraju, Director of Strategy and Analytics
VSA Partners, Chicago, Illinois

Abstract

Marketing researchers frequently deploy consumer surveys to test marketing hypotheses or to
segment their potential audience. This paper shows examples of how Unsupervised Bayesian
Networks unlock additional insight from consumer surveys, beyond their original purposes.
Unsupervised Learning approaches the data from an assumption-free perspective of knowledge
representation. It discovers the underlying structures of consumer demand and expectations
within the market.

The paper outlines the challenges and opportunities of Unstructured Learning, sets out best
practices for analysis of consumer marketing data, and present three case studies drawn from
survey data on consumer packaged goods, restaurants, and Internet services. It draws some
non-obvious conclusions in each of the three domains suggest new directions in product
development and refined value propositions.

About the Presenters

Charles Hammerslough is Discipline Lead for Data Science at VSA Partners, a design,
marketing, and branding agency located in Chicago and New York. He oversees a wide range
of projects involving marketing and predictive analytics. Prior to VSA, he was Director of
Modeling for the 2012 Obama for America campaign, and before that a VP of Research and
Development at Nielsen. He received his Ph.D. in Sociology and Demography from Princeton
University.

Praveen Singaraju is Director of Strategy and Analytics at VSA Partners. He specializes in
advanced analytics of marketing, pricing and trade, consumer and branding, and go-to-market
strategies. Prior to VSA, he was a Senior Associate at PricewaterhouseCoopers and an
Analytics Consultant at Nielsen Marketing Analytics. He received his MSBA from the University
of Cincinnati.