Gordon Ford College of Business News

Kyler Hart, a senior Business Data Analytics major from Elizabethtown, was recently accepted to present his abstract titled, “Predicting Customer Gender Based on Network Behavioral Trends” at the 40th annual ISMS Marketing Science Conference.

This year’s conference will be held in Philadelphia, Pennsylvania, from June 13-16. The ISMS Marketing Science Conference is an annual event that gathers leading policy maker and marketing scholars with an interest in scientific research on marketing problems. The topics at this event range from consumer choice to strategy to social media and many other marketing points.

Hart originally started this projected because his professor, Dr. Leyla Zhuhadar, assigned it to him, hoping it would challenge him to use his knowledge of data analysis concepts and how they correspond to create a functioning model. As the project came to life, Hart attributed the largest difficulty to settling on using a logistic regression based model while also creating other models to see their outcomes.

“I have always had a passion for business,” Hart said. “After learning about the Business Data Analytics program at WKU, I knew immediately that I wanted to pursue my degree in that field.”

Hart’s research project earned top honors in the WKU Student Research Conference held in March.