Digital Marketing 101

Thank you for coming to our Digital Marketing 101 event last week! You made it great, and we learned a lot about website reporting and optimization tools. Stay tuned for news on upcoming events coming next semester!

For the event, we invited Colin Cort, a Senior Analyst in the Strategy & Analysis department at DigitasLBi, to teach us the basics about how to use tools in the digital marketing space. We learned about the following tools, and how they are used in real digital marketing situations:

- Google Analytics
- Adobe Analytics
- iPerception
- Optimizely (for A/B testing)

Real World Customer Segmentation at CVS

GMO and BAS would like to thank you all very much for coming to our panel on Oct 1st! The event was a huge success. We had more than 70 attendants, both Bentley graduate students and faculty, and we all learned a lot about real life uses of analytics at CVS Health. We would also like to thank Carrie Flynn and John Euell from CVS for coming to Bentley and sharing with us a customer segmentation case from their company, with real insights from senior analysts about segmentation methods, and their applications of analytics for marketing campaigns.

Panel members:
Carrie Flynn - Director of Customer Analytics
John Euell - Senior Analytics Advisor

Analytics in Practise

Thanks for everyone who comes to our Analytics in Practise event on April 13th. Thanks for your support, without it our panel couldn’t be such a success! Special thanks to our speakers:
Prof. Dominique Haughton
  • Professor, Mathematical Sciences
  • Professor, Global Studies
  • United States co-editor, Case Studies for Business, Industry and Government Statistics
Joseph Dery

Marketing&Business Analytics Focused Experience Sharing and Networking

Thanks for everyone who comes to our Experience Sharing and Networking event
on March 3rd. Thanks for your support, without it our panel couldn’t be such a success! Special thanks to our panelists:
Sharon (Yihua) Hong
  • Current Analytic Consultant at Epsilon
  • Previous Senior Data Analyst at Cartera Commerce
  • MSMA Graduate 2011 at Bentley University
Iris (Yiye) Feng
  • Current Senior Research Analyst at IDC
  • Previous Strategic Marketing Intern at Proxy Apparel
  • MSMA Graduate 2012 at Bentley University
Minyi (Vicki) Zeng,
  • Current Predictive Analytics Analyst at Constant Contact
  • Previous Marketing Intern at Dunkin’ Brands
  • Previous Marketing Intern at Harte Hanks
  • MSMA Graduate 2014 at Bentley University. 
Alexa Rogers
  • Previous Proposal Specialist at DTZ
  • Previous Marketing Intern at Commonplaces 
  • Current MBA & MSMA candidate at Bentley University
Sarah Lerner
  • Previous Intern at My-Take
  • Previous Research Assistant at Andra Partners
  • Previous Research Assistant at Aptean 

Epsilon Company Visit

Thank you everyone for attending our event on November 14 at Epsilon Company! Special thanks to Chris Hanson, Vice President of Human Resources for giving us an overview of Epsilon and Eleanor Tipa, Vice President of Analytics for giving us an overview of analytics services at Epsilon. Also great thanks to Katie Weintraub, the product marketing manager who led us visit Epsilon!

The Future of Business: Marketing Automation

Thank you everyone for attending our event on October 28, 2014 at the CMT. Special thanks to Cynthia Stephen, the Vice President of Marketing from Morningstar and Xibei Hao, Marketing Coordinator from ByAllAccounts.

This was a lecture with Q&A session introducing marketing automation — a brand new trend of using software platforms and technologies to more effectively market online and automate repetitive tasks.


Internships and Jobs Experience Sharing Panel

Thanks for everyone who comes to our first career panel in this fall semester, thanks for your support, without it our panel couldn’t be such a success! Special thanks to our panelists: Bo(Bob) Liu, who is a research analyst in International Data Corporation and former MSMA student of Bentley University; Landon Barnes, Associate Data Consultant at Forrester Research, 2014 MSMA student; Chenchen Mao, Associate Analyst of Affinnova, 2013 MSMA student; Minyi (Vicki) Zeng, Predictive Analytics Analyst at Constant Contact, she is also a 2014 MSMA student.

Analytics and CRM at Vistaprint

Thanks everyone for joining us at the first Fall ’13 panel: Analytics and CRM at Vistaprint organized by the Bentley Graduate Marketing Organization that took place on September 23rd, 2013 at CMT. We hope that it was useful and provided you with the information that you wanted. In addition, we would like to thank our wonderful panelists: Olena Denilchenko, Senior Manager of CRM Marketing and Process; Dewanshi Bhimani, Business Strategy Analyst and Caroline Sheedy, CRM and Direct Mail specialist for coming to the event and giving us insightful information.

For those of you who missed the event, we will provide the contents on this blog soon; just stay in touch. In the mean time, you are welcome to check out the photos from the event below. Last but not least, to ensure that you will not miss other awesome GMO events, just like us on Facebook and follow us on Twitter. See you again on the next blog post!


Converse Company Visit

GMO is proud to announce this special opportunity to visit Converse on Thursday, April 25, 10:00am-12:00pm!!


We will be given a tour of the facility and also hear from a few Converse employees who are Bentley graduates about Marketing, as well as Product Testing/Development at Converse.


There is a maximum of 25 students for this trip. This is FIRST COME FIRST SERVE.


Participants are responsible for their own transportation to the Converse site (1 High Street North Andover, MA 01845).
Register here:


The deadline to reply for the Converse visit is Monday, April 22.


Cream of the Crop III: Panel Discussion and Ice Cream Social with Branding and Communications Professionals

Cream of the Crop III: Panel Discussion and Ice Cream Social with Branding and Communications Professionals


In the last Part of our three-part series, come listen to professionals from the Branding and Communication industries speak about their experiences. They will share their background as well as advice for students hoping to enter these industry. They will also answer additional questions you might have.

There will be “make your own” ice cream sundaes and lots of other desserts!!


Center for Marketing Technology (Morrison 220)

7:30pm until 9:00pm

Wednesday, April 17, 2013


Meet one of our panelists, Annie Jacob!

Annie is the Senior Manager of Accounts at VCT, the leading Member Experience partner to distinguished private clubs nationwide. In her role at VCT, she advises high-end private clubs on marketing and communications strategies to help drive member loyalty and satisfaction. Annie graduated with a BA from Tufts University and is currently pursuing an MBA at Boston University. Prior to joining VCT, Annie worked in pharmaceutical marketing, focusing on adherence strategies.


 Joe Eccleston, Cream of the Crop III panelist:

“I am from Winchester Ma, and graduated in 2009 from Merrimack College with a BS in Marketing. Post graduation I have pushed forward in a career of marketing tactics varying in industries such as B2B software, pharmaceutics, retail, and insurance. Currently I hold the title as Consumer Marketing Manager SBLI of Massachusetts with a large focus on strategy and development of lead generation programs.”


 Kristin Ferguson, Cream of the Crop III panelist:

Kristin Ferguson is the Social Media Community Manager for Boston Financial Data Services where she is working on social media strategy and online branding. Prior to joining Boston Financial Kristin was a senior marketing associate at Edvisors. There she worked on the online marketing and branding for a number of higher education websites. Kristin has a BA from Stonehill College.

Benielle Sims is our final panelist for this evening!

“Benielle Sims has served as Consumer Marketing Manager at The Boston Globe for the past two years, focusing on the launch of as well as the and RadioBDC brands. Prior to her time at The Globe, Benielle lead US and International Corporate Communications for Endeca Technologies (now Oracle), and was marketing and branding lead at The Pohly Company, for customers including Fidelity Investments, Western Union and Coca Cola. Benielle Sims graduated from Bentley University in 2007, and currently serves as chair for The Junior League of Boston and is heavily involved in other Boston and New York area non-profits.”


Photos from the event!