Wendy Moe
Wendy Moe
Professor of Marketing & Director of the Masters of Science in Marketing Analytics
University of Maryland’s Robert H. Smith School of Business

Wendy Moe is Professor of Marketing and Director of the Masters of Science in Marketing Analytics at the University of Maryland’s Robert H. Smith School of Business.  She is a recognized expert in online and social media marketing with a focus on analytics and intelligence.  Professor Moe is a highly published academic with her research appearing in numerous business journals.  She is also the author of Social Media Intelligence (Cambridge: 2014).

Professor Moe has been recognized by the American Marketing Association and the Marketing Science Institute as a leading scholar in her field with the Howard Award, the Young Scholar Award, the Erin Anderson Award and the Buzzell Award.  She serves on the advisory board of the Wharton Customer Analytics Initiative as well as on the editorial boards of Journal of Marketing, Journal of Marketing Research and Journal of Interactive Marketing.  

Professor Moe consults for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the area of web analytics, social media intelligence and forecasting.  Her research in web analytics was the foundation for NetConversions, Inc., an early innovator in the area of online data collection and analysis.  She was part of the founding team that brought the company from start-up to acquisition in 2004.  

Professor Moe has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania as well as an MBA from Georgetown University. 

AMA's 2014 Annual Conference Session Information:

Social Media Intelligence

The value of social media monitoring activities depends on how accurately we can measure sentiment from posted comments.  Researchers have identified a number of behavioral biases online ranging from venue effects (e.g., some social media venues are more positive than others) to social dynamics (where users' post opinions reflect the social environment rather than their personal opinions).  These are biases that have been recognized and addressed in traditional offline marketing research for decades. But in the new social media environment, researchers are turning to simple metrics (e.g., average sentiment) without taking into account the potential biases in these metrics.  Professor Wendy Moe will present recent research on users’ online social media behavior. She will discuss a study that compares online social media metrics to an offline brand tracking survey. While the simple metrics are not well correlated to the offline survey results, an adjusted metric can serve as an accurate lead indicator.


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