Writing today to let you know that I have recently accepted an invitation from the American Marketing Association to serve on their Marketing Insights Council.
I met briefly with several members of the Council at the AMA’s Big Data conference in San Diego this past March and must say I really look forward to working with such a bright group of marketing professionals.
As some of you may know, I’ve wondered about the usefulness of the many trade organizations we currently have in our industry (as well as some of their questionable actions). In a time where there are more conferences than time or resources to attend them, and there is often far more hype than substance (around new methodologies), I find that probably more so than any other organization, the AMA has the greatest opportunity to have a positive impact.
The reason for this I believe, is not the fact that they are the largest and broadest (though that certainly can be helpful), but rather that they are also the organization with the strongest ties to academia, a collaboration I feel is now more important than ever. What is so often lacking from the research innovation discussion I see everywhere is serious peer review and methodologically sound case studies. I think at least partly through its ties with academia and its journals, the AMA can hopefully play a more important role in navigating this time of uncertain change.
The Marketing Insights Council’s Mission is to ensure the AMA provides content and programming that meets the needs of marketing professionals involved in the collection and application of analytics and information, and to also serve as advocates for the AMA constituency.
This twofold obligation is one I look forward to taking on, as I believe it’s absolutely critical that the voice of the membership is heard in any organization.
[Full Disclosure: Tom H. C. Anderson is Managing Partner of Anderson Analytics which develops and sells patent pending data mining and text analytics software platform OdinText]