The School of International Business at the University of International Business and Economics invited Dr. Ye Zhen, director of the Department of Finance and Energy at Coventry University London, to give a lecture titled "Big Data in Predicted Analytics: Applications to Financial Analysis&Quantitative Marketing" Lecture on "Predictive Analysis Technology of Data: Financial Analysis and Quantitative Marketing". This lecture was hosted by Xing Xiaoqiang, Vice Dean of the International Business School.
The International Business School of the University of International Business and Economics offers five majors at the undergraduate level: Business Administration, Accounting, Marketing, Financial Management and Human Resources Management; at the master’s level it offers Business Administration, Accounting, Technical Economics and Management and There are four master's degree programs in auditing, including MBA, EMBA and international MBA professional master's programs; there are three doctoral programs at the doctoral level: business management, industrial economics and statistics. The college has established the Beijing Enterprise International Business Management Research Base, and enterprise management is a key construction discipline in Beijing.
Dr. Ye Zhen graduated from the Chicago Booth MBA at the University of Chicago Booth School of Business and the Harvard Kennedy Emerging Leader Program at the Harvard Kennedy School of Government. Dr. Ye has taught in many universities in China and the UK, and served as the director of the postgraduate department and director of China affairs at the University of Hertfordshire Business School in the UK. PhD supervisor at the University of Hull Business School (AACSB, AMBA & EQUIS triple accreditation). From 2009 to 2012, Dr. Ye served as a senior economic advisor at the United Nations Industrial Development Organization (UNIDO) in Austria, guiding the new industry planning of central government ministries in many developing countries. After leaving the University of Chicago, he worked in the private equity department of a London hedge fund, responsible for the operation and management of new funds. He returned to university in 2015 and currently serves as Head of the Department of Finance and Energy at Coventry University London. Dr. Ye's current main research interests include valuation and event-driven hedge fund investment strategy (Strategy of EventDriven Hedge Fund).
The theme of Dr. Ye’s lecture is around the application of finance in management (marketing). It is mainly divided into three parts: the first part is technology trends: big data and financial technology; the second part is algorithm logic: effective Market Theory; Part III Application of Logistic Regression Method: Quantitative Marketing. In the first part of Technology Trends, Dr. Ye proposed the concept of financial technology and distinguished the differences and connections between financial technology and Internet finance. At the same time, from the perspective of financial technology patent analysis and LSE high-frequency trading local network, it emphasizes the leading role of data and technology in today's financial transactions. The second part is the focus of the lecture, about algorithmic logic in financial analysis - efficient market theory. The efficient market theory divides the types of market efficiency into weak form of market efficiency, semi-strong form of market efficiency and strong form of market efficiency through three reactions of market prices. . Dr. Ye also explained and introduced this theory by combining the reality and actual operations of the financial industry such as insider returns in high-frequency trading and event-driven hedging strategies (Event Driven Hedge Fund Strategy). The third part proposes the specific application of logistic regression method in management discipline - quantitative marketing. Quantitative marketing is a data-driven marketing that uses logistic regression methods for prediction. It is a statistical scientific prediction method based on decision-making that is different from traditional methods. The application and analysis steps of quantitative marketing include: database marketing; selecting customers for information distribution; predicting whether customers will continue the contract; data model verification; using discount model (DCF) and customer retention (CRR) to predict customer lifetime value (CLV); Finally, randomized controlled trials were used to do bidding ranking and search engine optimization.
Finally, Dr. Ye interacted with teachers and students and gave wonderful and professional answers to questions raised by the audience, such as risk management and control of traditional banks and Internet finance, as well as specific measurement issues in interest rate analysis.
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