The “Quality Development” lecture themed Big Data and Smart Marketing in Silicon Valley was held at SEPKU on 16 September. Dr. Dong Xiaojing, Tenure Professor of Marketing and Business Analytics at Santa Clara University, introduced the application of big data analysis method in commercial marketing and success stories of Silicon Valley companies. Vice Professor Qin Xuezheng hosted the lecture.

During the first part, Prof. Dong introduced three main steps of big data analysis—raise questions, find right tools to analyze and explain the reasons behind the results. She also explained the challenges and methods of applying big data in smart marketing. In the second part, through actual case of Silicon Valley, Prof. Dong analyzed the situation and development trend in different industries and countries. At last, Prof. Dong communicated with the audience.

Prof. Dong Xiaojing received her bachelor’s degree from Tsinghua University, master’s degree from MIT, and Ph.D. from Northwestern University. Her research interests lie in big data analysis and the application of big data in commercial marketing and business decision. She has published more than 10 papers, book chapters and a monograph. Prof. Dong designed and created a new Master’s degree recently, which is Master of Science in Business Analytics. Many data groups in Silicon Valley focus on the degree, including Google, LinkedIn, Adobe, Tesla and so on. Professor Dong has cooperated with companies in the United States and China, helping them to establish data analysis system and guide data marketing.