Conferences

What Are Customer Data? New Data for Better Decisions

Overview

MSI’s annual industry-leading symposium will convene analytics leaders, data scientists, and top researchers to investigate issues at the front line of marketing analytics and practice. Drawing on domain expertise in economics, information systems, statistics, computer science, and marketing science, presenters will address the full range of questions, opportunities, and challenges posed by abundant and increasing customer data. These top researchers and scientists will offer the latest approaches and evidence-based findings, and will discuss implications for strategic decision making. Among the topics they will address:

  • Optimizing data for predictive modelling and attribution
  • Moving beyond transactional data
  • Combining multiple data sets for a more complete customer view
  • New approaches in machine learning, AI, data visualization, natural language processing, and predictive analytics
  • Leveraging data to transform the “last mile” in the buying journey
  • Visual analytics
  • New insights on CRM and CLV

Agenda

11/06/2019

Please note that this is a rough agenda for planning purposes only. All times are subject to change.

8:00 – 9:00 a.m. Breakfast
9:00 – 9:30 Welcome and Introductions
9:30 – 10:30 Presentations to be Announced
10:30 – 11:00 Break
11:00 – 12:30 p.m. Presentations to be Announced
12:30 – 2:00 Lunch
2:00 – 3:00 Presentations to be Announced
3:00 – 3:30 Break
3:30 – 4:30 Presentations to be Announced
4:30 – 4:45 Reflections and Closing Remarks
4:45 – 6:15 Networking Reception
11/07/2019
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Opening Remarks
9:15 – 10:15 Presentations to be Announced
10:15 – 10:30 Break
10:30 – 11:30 Presentations to be Announced
11:30 – 12:00 p.m. Closing Remarks

Speakers

Gary Class

Senior Vice President, Wells Fargo & Company

View Bio

JP Dube

University of Chicago

Dean Eckles

Massachusetts Institute of Technology

Ekimetrics and Shell

Co-presenters to be Announced

Justine Hastings

Brown University

Barbara Kahn

University of Pennsylvania and Executive Director, Marketing Science Institute

Karin Kricorian

Director, Management Science and Integration, The Walt Disney Company

Phillip Leslie

Chief Digital Economist & Vice President, Amazon

Jim Maurer

Data Scientist, Volkswagen of America, Inc.

View Bio

Sanjog Misra

University of Chicago

View Bio

Sarah Moshary

University of Chicago

Harikesh Nair

Stanford University

View Bio

David Reiley

Principal Scientist, Pandora

Cheryl Cramer Toto

CEO, Marketing Science Institute

Gary Class

In his work with the Virtual Channels Group management team, Gary Class is responsible for strategic business analysis regarding the digital banking and phone channels. Gary analyzes customer preferences and behaviors to help Wells Fargo respond to customers’ banking needs and to develop new financial services that can be accessed anytime, anywhere.

Key milestones include the bank-wide adoption of Customer-centric probability of attrition & Customer Lifetime Value models. A recent focus is the development & deployment of “CSI360”, a Customer-centric channel interaction big data analytics environment.

Previously, Gary was responsible for Branch & ATM location planning & analysis throughout the Wells Fargo franchise and played a lead role in the development of Wells Fargo’s innovative branch delivery strategy, including the offsite ATM and supermarket banking program.

Gary received his MBA in Finance from the Haas School, University of California, Berkeley and his B.A. cum laude from the University of Pennsylvania.

JP Dube

Dean Eckles

Ekimetrics and Shell

Justine Hastings

Barbara Kahn

Karin Kricorian

Phillip Leslie

Jim Maurer

Jim Maurer is a Data Scientist for VW Credit/Audi Financial Services (VCI/AFS); the captive finance company for Volkswagen Group of America. In this role Jim helps define how cutting-edge data science and VW’s extensive customer data can be leveraged to deliver more effective marketing, enhance the customer experience, and improve operational efficiencies.

Prior to his role at VCI/AFS Jim spent over 20 years working at the intersection of marketing, technology, and analytics. Prior positions include Catalina Marketing, Allstate Insurance, and Information Resources, Inc. Jim has also worked as a consultant, identifying and developing opportunities to apply data science methods in the non-profit sector.

Jim received his MBA from the Booth School at the University of Chicago in 2000. He also has a Master’s in Economics, with a focus in the areas of Econometrics and Statistics from Northern Illinois University. Jim enjoys spending his free-time traveling, riding motorcycles, and exposing those beliefs seen as absolute truths, but which are in fact simply false.

Sanjog Misra

Sanjog Misra is Charles H. Kellstadt Professor of Marketing at the University of Chicago Booth School of Business. His research focuses on the use of structural econometric methods to study consumer and firm decisions. In particular, his research involves building data-driven models aimed at understanding how consumers make choices and investigating firm decisions pertaining to pricing, distribution, and salesforce management issues. He is also interested in the development of statistical and econometric approaches to deal with complex models calibrated on large-scale marketing data and use of such models in enhancing strategic decisions.

He currently serves as Co-Editor of Quantitative Marketing and Economics. He has also served as an Associate Editor at Marketing, Quantitative Marketing and Economics, the International Journal of Research in Marketing as well as for special issues of Management Science and the Journal of Marketing Research. Sanjog is actively involved in partnering with firms in his research and has worked on various projects with companies such as Eli Lilly, Adventis, Mercer Consulting, Sprint, MGM, Bausch & Lomb, Xerox Corporation, and Lucent Technologies with the aim of helping them design efficient, analytics-based, management systems that result in better decisions. He currently chairs the research advisory committee at Convertro (now a part of AOL/Verizon) and acts as an advisor to AOL/Verizon on data strategy and science. At Booth, Sanjog teaches a new course on Digital and Algorithmic Marketing. This course brings his practical and research expertise in the algorithmic advertising and marketing domain into the classroom. He is hopeful that the class will get students ready for the next evolution of marketing that he believes is already underway.

Prior to joining Booth, Sanjog was Professor of Marketing at UCLA Anderson School of Management and Professor at the Simon School of Business at the University of Rochester. In addition, he has been visiting faculty at the Johnson School of Management at Cornell University and the Graduate School of Business at Stanford University.

Sarah Moshary

Harikesh Nair

Harikesh Nair is Jonathan B. Lovelace Professor of Marketing at Stanford Graduate School of Business. His research is in the area of marketing analytics. His work brings together applied economic theory and econometric tools with marketing data to better understand consumer behavior and to improve the strategic marketing decisions of firms. This research speaks to the challenges and opportunities firms face as they transition to a world where marketing becomes a data-oriented, algorithmically-driven business function powered by the computational social sciences.

His recent research covers pricing, workplace analytics, quantitative incentive design, social media and social interactions, advertising, network effects, diffusion of technologies, and empirical industrial organization, especially in contexts in which marketing activities have dynamic implications for the behavior of consumers and firms.

His research has been published in leading marketing journals such as Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics, and written up in popular-press outlets like CNBC, The Economist, Financial Times, US News and the Wall Street Journal. This research has been recognized with awards from the Quantitative Marketing & Economics Journal, the American Marketing Association Foundation, the Swiss Academy of Marketing Science, and the U.S. Council for University Transportation Centers.

Harikesh received his Ph.D. in Business from the Graduate School of Business at the University of Chicago. Prior to that, he received his M.S. in Transportation Engineering from the University of Texas at Austin, and his B.Tech. in Engineering from the Indian Institute of Technology (IIT) at Madras, India. He has been at Stanford since 2005, and teaches classes on data and decisions and pricing and monetization in the Stanford M.B.A. program; on empirical analysis of dynamic decision contexts in the Graduate School of Business Ph.D. program; and on marketing and pricing in the executive education and custom education programs. He serves as an area editor at Operations Research and associate editor at Management Science and Quantitative Marketing and Economics.

At the Graduate School of Business, Nair was Fletcher Jones Faculty Scholar from 2007–2008, Spence Faculty Scholar from 2011-12 and the Louise and Claude Rosenberg Faculty Scholar from 2009–2010 and 2012–13. In 2014, Poets & Quants voted him one of the “40 Most Outstanding B-School Profs Under 40 in the World”.

David Reiley

Cheryl Cramer Toto

Accommodation

MSI has secured a block of rooms at the Conrad Chicago at a discounted rate of $275 per night for a single or double room. In order to secure a room at the group rate please book online here, or contact the Conrad at (844) 676-2522 and reference the group code “MSI”.

Availability and the discount for rooms can only be guaranteed until Monday, October 14th, so please make sure to book your accommodations early.

Conrad Chicago
101 E. Erie St.
Chicago, IL 60611

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