Conferences

Fall Board of Trustees Meeting: Organizing for Marketing Agility

Overview

The bar has never been higher: Effective marketing today requires flexibility, speed, coordination, responsiveness, and even daring. At this meeting, executive thought leaders and academic experts will explore how marketers can “organize for agility.” What are the strategies, processes, people, and technologies that can propel marketing to greater heights? The meeting will offer new insights and approaches and a deepened understanding of how to enhance marketing’s role and impact within the firm as well as align with new opportunities in external environments.

MSI’s semi-annual Board of Trustees meetings are a unique benefit of MSI membership. For many Trustees, these are “must-attend” events—a welcome opportunity to recharge, connect with marketing peers, and take in new ideas and marketing insights. Board of Trustees meetings are developed around broad themes that are relevant across industries and company roles. Trustees meetings are “sales free” events where top marketers and academic experts share their knowledge, experience, and insights, and attendees benefit from a rich learning and networking experience. As one Trustee said: “You always walk out with some big ideas.” Trustees meetings are open only to Trustees from MSI member companies or their designates.

If you are interested in attending, please email kate@msi.org.

Agenda

11/14/2018
6:30 – 8:00 p.m. Marketing Science Fair, Event Registration & Welcome Cocktail Reception
MSI will be hosting a welcome cocktail reception on Wednesday evening. This will be a chance to meet other corporate and academic attendees, check out new academic research, and check in for the event. Research featured at the reception will include:
  • Cross-Device Effects of Mobile Search Advertising
    Michelle Andrews, Emory University
    Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits? Michelle Andrews will describe a geo-experiment where consumers were split into treatment and control regions, overcoming device and consumer-level ID issues, which enabled researchers to detect lifts in impressions, clicks and conversions on mobiles, tablets, and desktops in treated regions, by keyword funnel level.
  • Learning by Doing and the Demand for Advanced Products
    Yufeng Huang, University of Rochester
    The evolution of consumer expertise ("human capital") plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions—in particular, how expertise is often brand-specific and contributes to building brand loyalty. Based on these findings and related work, he will discuss the role of “data-driven” product design in shaping customer acquisition and retention.
  • Managing Brands in an Online World Using Minimum Advertised Price (MAP) Policies
    Ayelet Israeli, Harvard University
    With omnichannel retailing and intense online distribution, it is increasingly difficult for manufacturers to control their brands and products. Online distributor and retailer activities are highly visible; yet retailers may alter prices often or sell the same product on many different websites, behaviors that hinder manufacturers’ ability to monitor retailers’ actions, detect violations, and enforce their policies. Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
  • The Distinct Psychology of Smartphone Usage
    Shiri Melumad, University of Pennsylvania
    Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage? Research shows, for example, that engagement with smartphones provides many consumers with feelings of comfort that help them cope with stress, relative to the use of comparable devices, and that smartphone usage can change the way that consumers express themselves in user-generated content (e.g., online reviews). Shiri Melumad will describe these findings and explore implications for how marketers can more effectively reach consumers through their smartphones.
  • Competitive Advertising on Brand Search
    Andrey Simonov, Columbia Business School
    Should a company bid on competitors' keywords in search engine advertising? Andrey Simonov will present a large-scale experiment on Bing to study the effectiveness of such competitive advertising. Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event). Using these results, Andrey will discuss the implications for focal brands, platforms, and consumer choice, including the degree of customer confusion and social costs imposed by competitive advertising.
  • Feeling Poor and the Allure of Transcendence: The Case of Superheroes
    Stephanie Tully, University of Southern California
    Financial well-being is fundamental to people's lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers' marketplace decisions. In particular, she will provide findings from Google search data, Facebook page likes, and controlled lab studies that demonstrate that feeling poor increases interest in superhero entertainment and merchandise. She will discuss how such findings can be applied across a range of domains.
11/15/2018
8:00 – 9:00 a.m. Breakfast
9:00 – 9:30 Welcome and Introductions
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute
9:30 – 10:00 Marketing in the Experience Era
Ann Lewnes, Senior Vice President and Chief Marketing Officer, Adobe
The mandate for great customer experiences has never been more front and center. Increasingly, customers expect every digital interaction with a brand to be well-designed, personalized, and connected. This is challenging every company to self-disrupt and transform digitally to connect and engage customers in new and meaningful ways. This is the “Experience Business” wave and it’s the new competitive battleground. No other company is better suited to lead this than Adobe – the market leader in designing and delivering digital experiences. But transformation is hard. It requires change across technology, people, and processes. In this presentation, Ann Lewnes will share a marketer’s view of what it takes to truly become an experience-driven marketing organization. She’ll talk about the principles of modern marketing today – including Experience as the new Brand, new types of customer relationships, transformational impact of AI and data, and the future role of marketing as a driver of business, growth, and experience.
10:00 – 10:30 Gregory Carpenter, Northwestern University
10:30 – 11:00 Break
11:00 – 11:15 Nominations to the Board of Trustees & Executive Committee Report
11:15 – 11:45 Robert Brown, Senior Vice President & Chief Marketing Officer, Eli Lilly & Company
11:45 – 12:15 p.m. The Scope of Marketing’s Decision Authority and Firm Performance
Raji Srinivasan, University of Texas at Austin
Given the thoroughness with which marketing textbooks cover situation analysis, strategy and the 4Ps (product, price, place and promotion), one might expect the marketing function to have authority over decisions in these areas. However, evidence indicates that this may seldom be the case. Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps. Further, she will provide a theoretical link (and empirical support) that the broader the scope of the marketing function’s decision authority, the better the company’s performance. She will discuss implications for senior managers as well as practical guidance on how to organize the marketing function to improve performance.
12:15 – 1:15 Lunch
Topic specific lunch tables are available on a first come first served basis. Tables will include:
  • David Bell, University of Pennsylvania – Direct to Consumer Marketing
  • JP Dube, University of Chicago – Data Analytics
  • Sharon Shavitt, University of Illinois UC - Cultural Diversity in Marketing/Consumer Behavior
1:15 – 1:45 Dessert, Coffee, & Networking
1:45 – 2:00 Announcement of New MSI Executive Director
2:00 – 2:30 The Benefits of Customer-Based Strategic Planning
Vikas Mittal, Rice University
Despite enormous investments in strategic planning, there is very little evidence for its effectiveness. Indeed, many companies fail to achieve the intended results from strategic planning. They typically focus on mission, vision, and values or elaborate budgeting processes and fail to link strategic plans and initiatives to financial outcomes such as sales and EBITDA. Vikas Mittal will describe a simple method for linking customer value to organizational competencies and strategic planning, which enables organizations to become more agile, effective, and financially accountable. He will illustrate the method with examples from B2B firms.
2:30 – 3:30 Group Breakout Discussion
3:30 – 4:00 Break
4:00 – 4:30 Measuring Financial Impact of Marketing Assets
Natalie Mizik, University of Washington
Quantifying marketing’s contribution to the financial bottom line is critical for marketing managers. One of the key challenges in empirically modeling the total impact of marketing assets on financial performance is the limited availability of marketing metrics data over time. Natalie Mizik will describe an approach for estimating the total financial impact of marketing assets with limited time-series data and will demonstrate the approach with an application to brand equity research. Important insights are derived from these analyses: (1) brand equity, as measured by customer mindset metrics, positively affects current financial performance; (2) brand equity has a significant and much greater impact on the firm’s future financial performance, i.e., only a small portion of the total financial impact of brand equity is reflected in current-year profits; (3) the effects are highly heterogeneous: in some industries, the entire impact is contemporaneous, whereas in others, no contemporaneous effects are observed and all of the profitability impact occurs in the future. These findings caution against using short-term performance metrics in making brand management decisions.
4:30 – 5:00 Speaker to be announced
5:00 – 5:15 Reflections from the Day
Carl Mela, Duke University and Executive Director, Marketing Science Institute
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
5:15 – 6:00 MSI Orientation Session
For new Trustees, anyone new to MSI, and Trustees who want to learn more about how to help colleagues make the most of their MSI membership
6:00 – 8:00 Networking Reception
11/16/2018
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Opening Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
9:15 – 9:30 MSI Awards
9:30 – 10:00 Hi, I’m JJ, Your Personal Data Assistant
Brian Cooper, Senior Director Marketing Analytics & Decision Sciences, Juniper Networks
One of the goals of the MAD Science team at Juniper Networks is to enable the sales and marketing organizations with information that accelerates time to revenue and increases the size of the pipeline. The team has democratized data via the cloud and built an open source community that collectively improves data capabilities at Juniper. This has led to new internal enablement tools that are accessible across mediums and presented in compelling formats. Brian Cooper will review their patent-pending insights tools, explore their award-winning data lake called Verity, and offer a sneak peek into their latest mobile-based insights platform.
10:00 – 10:30 How Does Marketing Work on M.A.R.S.?
Neil Morgan, Indiana University
The explosion of digitally enabled data, devices, media, and channels and dramatic shifts in uses and preferences among consumers and customers have radically altered the marketing environment and present enormous challenges for firms. The question is, How does marketing work in a M.A.R.S. (Mobile, Analytics, Real-time, Social) marketing environment? Neil Morgan will discuss a partnership with the Mobile Marketing Association to study the evolution in the marketing organization (structure, process, knowledge, and culture). He will share the results of the first phase of this research involving 80 companies across a range of marketplaces—unpacking the source and nature of the challenges, how they are manifest, and offering a roadmap for how firms can best navigate these challenges.
10:30 – 10:45 Break
10:45 – 11:15 Speaker to be announced
11:15 – 11:45 Business Models, Ecosystems, and Disruptions
Rahul Kapoor, The University of Pennsylvania
Over the past decade, the field of business strategy has evolved from an emphasis on products, customers, and competitors to an emphasis on business models, ecosystems, and disruptions. This evolution represents a paradigmatic shift in the way companies create, deliver, and capture value, and the nature of opportunities and threats that companies face. Rahul Kapoor will share his research with a focus on identifying challenges and best practices in this new strategic landscape.
11:45 – 12:15 Wrap Up & Concluding Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute

Speakers

Robert Brown

Senior Vice President, Chief Marketing Officer, Eli Lilly

View Bio

Gregory Carpenter

Brian Cooper

Senior Director Marketing Analytics & Decision Sciences, Juniper Networks

View Bio

Rahul Kapoor

University of Pennsylvania

View Bio

Ann Lewnes

Senior Vice President and Chief Marketing Officer, Adobe

View Bio

Vikas Mittal

Rice University

View Bio

Natalie Mizik

University of Washington

View Bio

Neil Morgan

Indiana University

View Bio

Raji Srinivasan

University of Texas at Austin

View Bio

Robert Brown

Rob Brown is Chief Marketing Officer and senior vice president of marketing for Eli Lilly and Company. As CMO, Rob is responsible for building and leading marketing capabilities across Lilly’s pharmaceutical business units, including diabetes, oncology, emerging markets, and Lilly Bio-Medicines.

He joined Lilly in 1985 after receiving a bachelor’s degree in economics from DePauw University and a master’s in business administration from Indiana University. Since that time, he has held a variety of sales and marketing positions, including sales representative, marketing associate, sales manager, and U.S. product manager.

In 1994, Rob helped establish STC Corporation, a generic subsidiary for Lilly, and served as its first president.

In 1995, he accepted the position of general manager for Lilly China, where he helped Lilly establish its presence. Rob managed a joint venture in Suzhou, oversaw the construction of Lilly’s first manufacturing facility, and expanded the affiliate’s reach from 12 to 45 cities.

He returned to Indianapolis in 1999 as global marketing director for Cialis and Lilly ICOS, a 50/50 joint venture between Lilly and ICOS Corp. Rob oversaw the global marketing strategy for the first competitor to Viagra and influenced the product development to ensure maximum market value. In 2004, Cialis was awarded Best Brand Launch of the Year by the Pharmaceutical Marketing Congress.

In October 2003, Rob was promoted to executive director of marketing for the Intercontinental region. In 2004, he added responsibility for Europe. As the head marketer for Lilly’s international operations, Rob was responsible for the marketing of all Lilly products outside the United States.

In July 2007, Rob was promoted to vice president and chief marketing officer for Lilly U.S.A., where he partnered with the business units to ensure Lilly continued to develop industry leading marketing capabilities, streamline, and improve marketing processes, and transform marketing by building a consumer marketing center of excellence. His role was later expanded to include strategy and analytics.

Outside Lilly, Rob serves on the board of trustees of Franklin College and is past President of the Board of Directors at Park Tudor, an independent school located in Indianapolis, Indiana. He has previously served on other not-for-profit boards including WFYI, Zionsville Community Library and the Indiana University Kelley Life Sciences Industry Advisory Board. Rob is also an honorary citizen of Suzhou, China.

Gregory Carpenter

Brian Cooper

Brian Cooper is Senior Director of the Marketing Analytics and Data Sciences team (MAD Science) and is responsible for overseeing data strategy, predictive analytics, market research, and web analytics for the marketing organization. During his time at Juniper he orchestrated the development of a central data lake composed of Juniper’s marketing data assets, brought performance measurement online, and built a patent pending b2b account insight tool that has been scaled across the organization.

Prior to Juniper, Brian served on the senior leadership team at RealityMine where he built a US, west coast presence for the company. Before joining RealityMine, he was the SVP for the customer, employee, and reputation practice for the western region where he was responsible for designing and overseeing research programs, maintaining client relationships, and managing a team of account executives, research managers, and project managers.

Brian is a cofounder of the Disruptive Decisions Summit, an annual summit on disruptive analytics held at the Wharton San Francisco campus. He has published a book called Custom Surveys Within Your Budget and has numerous articles published in research journals. Brian holds a Bachelor of science degree in Economics from Southern Oregon University and an MBA from the Wharton School of Business, University of Pennsylvania.

Rahul Kapoor

Rahul Kapoor is Associate Professor of Management at the Wharton School, University of Pennsylvania. In his research, Rahul explores the strategies pursued by established and emerging firms in technology-based industries. He focuses on how firms organize for innovation and manage technological and industry-level changes. His work has been published in several leading peer-reviewed journals including the Academy of Management Journal, Organization Science, Research Policy and Strategic Management Journal, and in practitioner journals including the Harvard Business Review and MIT Sloan Management Review. He is a member of the editorial board for the Academy of Management Journal, Academy of Management Review, Organization Science, Strategic Management Journal and Strategy Science. At Wharton, Rahul teaches undergraduate, MBA, Executive MBA, and PhD courses on technology and innovation Strategy. He is also an active contributor to Wharton’s Executive Education, teaching in both the customized and open enrollment programs. He has received several awards for his research and teaching including the inaugural Academy of Management (Technology and Innovation Management Division) Emerging Scholar Award. Prior to joining academia, he spent over 7 years in the high-tech industry where he worked for Texas Instruments and was involved with two startups, one of which he co-founded.

Ann Lewnes

Ann Lewnes watched too much TV as a kid. This admission and her passion for creativity and media still drive her as Adobe’s CMO and are reflected in the company’s groundbreaking marketing campaigns. Creativity is only half the equation, as under Ann’s leadership, Adobe’s marketing organization has pioneered the shift to digital — deploying a comprehensive set of digital marketing solutions, establishing an insight-driven culture, and setting a template for marketing’s strategic impact on business. Prior to Adobe, Ann spent 20 years building the Intel brand as a Vice President of Marketing. Ann serves on the boards of Mattel and the Ad Council. She has been named the third most innovative CMO in the world by Business Insider, one of the world’s most influential CMOs by Forbes and to the AdWeek 50, an annual celebration of the most indispensable executives across marketing, media and technology. In 2015, Ad Age named her to The Creativity 50, a list honoring the most creative people of the year. Despite all this, she still watches too much TV. If Ann were not at Adobe, she’d be a roadie for a band.

Vikas Mittal

Vikas Mittal is J. Hugh Liedtke Professor of Marketing at the Jesse H. Jones Graduate School of Business, and an Adjunct Professor of Family and Community Medicine at the Baylor College of Medicine.

His publications appear in Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and Harvard Business Review, among others. His research has been funded by the NIH, AHRQ, Heinz Endowments, Pennsylvania Department of Labor, and Marketing Science Institute. He is a past Co-Editor of Journal of Marketing and currently serves as an Associate Editor for Journal of Marketing, Journal of Marketing Research, and Journal of Service Research.

Vikas has received several research awards including the William F. O’Dell Award at Journal of Marketing Research, and the FedEx Excellence in Service Research award at Journal of Service Research. He has participated in the Young Scholars Program (2003) sponsored by Marketing Science Institute. He won the excellence in teaching award at the Katz Graduate School of Business, University of Pittsburgh three years running. At Rice, he won the MBA teaching award in 2012, 2015, and in 2017.

He has consulted with over 100 companies in a variety of industries including automotive, healthcare, education, pharmaceutical, energy, financial services, banking, insurance, and hospitality.

Natalie Mizik

Natalie Mizik is Professor of Marketing and J. Gary Shansby Endowed Chair in Marketing Strategy at the University of Washington Foster School of Business. Her research centers on examining the consequences of marketing strategies and activities on financial performance, developing new metrics for marketing assets, and building empirical models for assessing the value of intangible marketing assets. Professor Mizik has developed econometric analyses of sales, examined issues related to brand valuation, and researched evidence and consequences of real activity and accounting accruals manipulation to artificially inflate reported earnings. She has published research in a broad set of substantive areas including Branding, Strategy, Managerial Myopia, Customer Satisfaction, and Direct-to-Physician Pharmaceutical Marketing. Her current work explores the importance of corporate branding, the role of managerial compensation structure in inducing myopic management, and applications of machine learning and computer vision tools in marketing. She has published in top academic marketing, management, and accounting journals. An award-winning teacher and researcher, Professor Mizik has served on the faculty of Columbia Business School, UNC, and as a visiting faculty at MIT. She has served on the American Marketing Association Academic Council and is an officer of the INFORMS Society for Marketing Science.

Neil Morgan

Neil A. Morgan is Professor and PetSmart Distinguished Chair of Marketing at Indiana University’s Kelley School of Business. He has previously held faculty positions at UNC’s Kenan-Flagler Business School, Cambridge University’s Judge Business School, and Cardiff University’s Cardiff Business School, and been a visiting professor at the University of Michigan's Ross School of Business. He received his Ph.D. in Business Administration from the University of Wales. His research interests span marketing and strategic management issues but mainly focus on marketing strategy implementation and linkages between marketing-related resources and capabilities and firm performance. His work has been published in numerous journals including: Journal of Marketing, Marketing Science, Strategic Management Journal, Journal of Operations Management, Decision Sciences, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. His research has been widely recognized, including: AMA Global Marketing SIG “Excellence in Global Marketing Research Award” (2013); Emerald “Citation of Excellence” Award (2013); and Finalist Journal of Marketing Harold H. Maynard Award (2013, 2015 and 2016) and MSI/Root Award (2015).

His current research projects focus on marketing performance assessment, the role of the CMO and marketing department, marketing’s role in enhancing efficiency, and brand management and CRM capabilities.

Neil serves as Co-Editor of Journal of Marketing (2017-date) and Associate Editor of Journal of the Academy of Marketing Science (2015-date). He also serves as a member of numerous other editorial boards including: Journal of International Business Studies, International Journal of Research in Marketing, and Journal of International Marketing.

Raji Srinivasan

Raji Srinivasan is Sam Barshop Professor of Marketing Administration and Associate Dean for Diversity and Inclusion in the McCombs School of Business at the University of Texas at Austin. She received her Ph.D., from Pennsylvania State University, MBA from Indian Institute of Management, Ahmedabad, India and M.S. in Physics from Madras Christian College, Chennai, India.

Raji has published many articles in academic journals such as Journal of Marketing, Management Science, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing forums. She is the inaugural winner of the Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor (2009) and American Marketing Association’s Varadarajan Award for Early Career Contributions in the area of marketing strategy and management (2010). She is on the Editorial Review Board of Journal of Marketing, Journal of Product Innovation Management, and an Associate Editor at Journal of Academy of Marketing Science.

Accommodation

MSI has secured a block of rooms at the Hotel Nikko at a discounted rate of $259 per night for deluxe accommodations. In order to secure a room at the group rate, please book online here or contact the Hotel Nikko directly at (415) 394-1111 and reference the MSI Board of Trustees Meeting when booking.

MSI's discounted rate expires on Wednesday, October 23rd. Be sure to book ASAP for the best rates.

Hotel Nikko
222 Mason Street
San Francisco, CA 94102

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