SPEAKER：Mototaka Sakashita, Professor of Marketing at the Graduate School of Business Administration, Keio University, Japan.

TIME/DATE：12.24  15:30-17:00

CLASSROOM：A305

ABSTRACT：

This presentation explores the process of transforming real-world retail data into impactful academic insights. Drawing from a co-authored study, it examines consumer behavior through the lens of the Pareto principle, using department store transaction data to reveal significant patterns in customer expenditure distribution. These findings not only contribute to academic understanding of consumer segmentation but also offer practical strategies for optimizing marketing efforts and resource allocation.

By delving into the methodologies and results of this study, the presentation highlights how retail data can bridge the gap between theoretical research and practical application, inspiring innovative approaches to retail management and consumer engagement.

GUEST BIO：

Mototaka Sakashita is a Professor of Marketing at the Graduate School of Business Administration, Keio University, Japan. His research interests encompass consumer behavior, brand management, and retail management.