Team Novo Nordisk Announces Partnership with Emory University Marketing Analytics Center

Team Novo Nordisk, the world’s first all-diabetes professional cycling team, and the Marketing Analytics Center (MAC) of the Goizueta Business School at Emory University, one of the world's leading research universities, announced a partnership where graduate students from the Marketing Analytics Center (MAC) will analyze the team’s social media data with the aim of better understanding trends around empowerment and engagement.

“Team Novo Nordisk is proudly an Atlanta-based team and we're very grateful to partner with the renowned Atlanta institution, Emory University, so together we can find ways to make small changes that will have a big impact on the lives of people living with diabetes,” said Team Novo Nordisk's Senior Director of Digital, Content and Compliance Zach Monette. “Team Novo Nordisk is fortunate to have a large and global digital audience who are united behind our mission to inspire, educate and empower everyone affected by diabetes. We are always looking for new ways to create a tighter community and connect with them on a deeper level.”

The Atlanta-based Emory MAC is an academic enterprise designed to create knowledge related to business analytics. They strive to act as a hub for connecting practitioners, alumni, students and researchers interested in analytics. Marketing Professor Mike Lewis is the faculty director of MAC.

“We’re thrilled to give our students an opportunity to dig into data and apply analytical skills on this project,” said MAC Faculty Director Mike Lewis. “We’re fortunate to partner with an organization dedicated to inspiring people affected by diabetes.” 

For the Team Novo Nordisk partnership, a group of MBA and PhD students are working together with the ultimate goal of determining what content helps people affected by diabetes feel the most inspired, educated or empowered.

This group will analyze data sets that include various inputs such as time of posting, duration of the video, video type and outputs like viewers, location, shares and age group to run regressions. The team is digging in to establish metrics around questions such as “do shared videos garner greater engagement than videos played naturally on a newsfeed?"

The group plans to release their findings at Emory MAC’s annual conference in November.

Emory MAC is devoted to creating and disseminating findings and techniques that improve marketing performance. At their heart, they are a cutting-edge academic research group focused on advancing the field of Marketing Analytics. A major goal of the Emory MAC is to educate undergraduate, graduate, and executive students to better manage the various quantitative approaches to data management, usage, and dissemination. This is accomplished through coursework in both degree and non-degree programs, and in placement efforts. In their classrooms, Emory MAC offers a series of quantitative courses that introduce students to various statistical and field-based testing approaches involving both primary and secondary data. In the marketplace, they collaborate with firms to create internship and placement opportunities. Emory holds an annual conference that brings the practitioner community to Emory to network and learn about recent and cutting-edge developments in the field of Marketing Analytics. Their goal is to make Emory a place that creates knowledge, connects practitioners and trains students. Learn more at https://goizueta.emory.edu/faculty/marketinganalytics/index.html