Doctoral Student Katherine Maccall's Work Titled "Big Data and Marketing in Latin America" Presented in International Conference in Latin America

Doctoral Student Katherine Maccall's Work Titled "Big Data and Marketing in Latin America" Presented in International Conference in Latin America

An Internet marketer and a website designer, doctoral candidate Katherine Maccall took on a research topic that is relevant to her work and seeks answers to solve real-world problems.  A native from Latin America, Ms Maccall is passionate about the barriers or lack of digital infrastructure and related institutions governing digitization diffusion in Latin America.  Having a good digital infrastructure and digital governance is a prelude for users and businesses to leverage big data to improve businesses, education, healthcare, transportation, and daily lives.  This work explores current barriers in digital access in the region and provides some practitioners’ viewpoints of removing such barriers and was presented successfully at the 14th Biennial International Society of Markets and Development Confererence in Lima Peru in August.  Audience response was enthusiatic and more LATAM focused research is welcome.  For further interest in this project, contact GlobalBusinessResearch@phoenix.edu.

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