Big Data and data analytics are often referred to as an important tool for companies and Carleton’s Sprott School of Business has taken note. As regular collaborators with the business community, researchers from Sprott are regularly using data-driven research to transform large volumes of data into actionable insights, especially in the fields of marketing and IT strategies. With the School’s emphasis on collaborative partnerships with business leaders, researchers at Sprott are highly sought after for their expertise in these areas. Dr. Louise Heslop’s work focuses on marketing and business strategy and she has been identified as one of the most published authors of research in country image and branding. Dr. Irene Lu is also an expert in international marketing and consumer behaviour. She is particularly skilled at utilizing data analytics in measurement issues, exploring and evaluating psychometric measurement techniques as well as latent variable modelling methods in marketing.

Specializing in IT solutions for business, researchers like Dr. Gerald Grant, Director of Carleton’s Centre for Information Technology, Organizations and People, have worked on ICT capacity building, national ICT strategies and strategic management of information technologies in the public and private sectors. Other researchers at Sprott are involved in computer mediated communications, visual approaches to data analysis results, decision support systems and other topics related to technology and innovation management in international business. With a strong reputation internationally as a research-intensive business school, Sprott researchers are helping businesses of all sizes capture the power and possibilities afforded through Big Data usage.