With internet technology at an overwhelming peak of progress and innovation, the rapid growth of digital marketing comes as no surprise. Jeffrey Lee, visiting assistant professor of marketing at NYU Shanghai draws on his experience in analytics to share why digital marketing is now one of the most exciting areas of the business world.
According to Lee, tech innovation has created many new ways for brands and companies to interact with consumers. The current explosion of online consumer data has driven scholars and researchers in an analytical frenzy. “Some of this data is a lot of fun, like understanding how videos become viral or how celebrities influence everyone else,” says Lee. “If you are interested in culture and cultural trends, there’s really no better time to be a digital analyst. ”
Professor Lee's research interests are in digital marketing, language in social media, and how word-of-mouth influence affects consumer behavior, and by analyzing text data, he aims to make sense of the words and expressions people use online, as well as how brands communicate on social media. “Many of the questions I get to ask would have been very difficult to answer 10 years ago, because the data simply wasn’t there to analyze.”
Jeffrey Lee is a member of the Center for Business Education and Research (CBER) at NYU Shanghai, which aims to promote innovative research on China-related business and to inspire academic collaboration among industry leaders, business faculty and students.
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