Jones Partners Roundtable Series - Wagner Kamakura
Jones Partners Roundtable Series
April 29, 2015
11:30 am – 1:00 pm
Topic: A Picture is Worth a Thousand Words
Faculty: Wagner Kamakura, Jesse. H. Jones Professor of Marketing
Presentation and Lunch: McNair Hall, Room 217
Jones Graduate School of Business, McNair Hall, Rice University
Faculty: Wagner Kamakura, Jesse. H. Jones Professor of Marketing, Jones Graduate School of Business
Presentation: The Web is quickly becoming the most valuable sources of information about consumers for Marketing-oriented businesses. Product reviews are already ubiquitous on the Web, representing a rich source of consumer information on a wide range of product categories (e.g., hotels, professional services, wines, movies). These product reviews are more valuable than traditional survey data because they reflect consumer experiences observed in situ and in natura at the marketplace, without any interference from the researcher. Importantly, a product review reflects not only the reviewer’s perception and preference for the product but also his/her acuity, bias, and writing style. This presentation will show how the text contained in online product reviews can be translated into brand-positioning maps, which help marketers better position their offerings towards consumer preferences, and away from competitors. The first application learns the “Winese” used by wine experts to communicate their perceptions of wines, which is then translated into a positioning map for red wines. The second application translates online hotel reviews from the top seven travel sites to produce a positioning map for hotels in Manhattan, NY.
Wagner A. Kamakura is the Jesse H. Jones Professor of Marketing at the Jones Graduate School of Business, Rice University. Prior to joining the Jones school, he taught at Duke University, University of Iowa, University of Pittsburgh and Vanderbilt University. Before joining academia, he has worked in market analysis, forecasting and planning at Duratex S.A. and Massey-Ferguson of Brazil. He has also been a visiting scholar to Australia, Brazil, China, Singapore, South Korea and Spain, where he lectures either English, Portuguese or Spanish.
This event has limited seating and is available on a first-come, first-served basis for Jones Partners members, their guests, and current EMBA students only.
We encourage you to become an individual member by reviewing membership benefits, apply online, or email Lisa Galloy at email@example.com. A portion of your annual membership fee is tax deductible to the full extent of the law.
If your company is not already a corporate partner, we encourage you to review membership benefits and email Jody Sommer at firstname.lastname@example.org to become a member.
The Jones Partners is a committed group of business leaders working to open doors and build ties between the Jesse H. Jones Graduate School of Business and the Houston business community.
The Jones School relies on the continued collaboration and support of our business community. Educating and developing leaders for global business who will add value to the future of organizations and the community at large is vital to the mission of the Jones School. Jones Partners supports the school's initiatives and encourages other business leaders to join in this effort.
Rice University McNair Hall Room 217
Houston, Texas 77005