Back by popular demand, Immersion 2017 will introduce MSI member companies’ rising marketing stars to the practical benefits of scholarly research. The conference will be structured around a series of modules that will present the latest research-generated knowledge on an important marketing topic and provide opportunities for discussing productive managerial applications. Participants must be nominated by MSI Trustees, and attendance will be limited. Please contact email@example.com for more information.
This agenda is for planning purposes only and subject to change
|6:00 – 7:30 p.m.||Registration and Welcome Reception|
|8:30 – 9:30 a.m.||Breakfast|
|9:30 – 9:45||Welcome and Opening Remarks|
|9:45 – 10:30||Introductions and Morning Activity|
|10:30 – 12:00 p.m.||Innovation, Harbingers of Failure and Success
Eric T. Anderson, Northwestern University
|12:00 – 1:30||Lunch|
|1:30 – 3:00||Analytics in Modern Data-Driven Ecommerce
Harikesh Nair, Stanford University
Today, ecommerce is driven by marketing science, which combines technology, AI, and micro-data to improve retail. Drawing on his work as chief scientist for business strategy at JD.com, Harikesh Nair will offer an overview of this challenging environment, demonstrating how marketing analytics has helped China’s largest retailer to understand consumer behavior and purchase drivers, to better forecast demand, and to improve targeting of promotions, advertising, and other efforts. He will discuss how these learnings apply to other firms and will guide participants through discussions of how improvement in analytics can greatly improve marketers’ decision making.
|3:00 – 3:30||Break|
|3:30 – 5:00||Fostering Creativity at Work: Lessons from Legos
Page Moreau, University of Wisconsin – Madison
Innovation and creative thinking are vital to firm success, yet few business leaders would say they are living up to their creative potential. In this session, Page Moreau will discuss the barriers that often hamper our creative performance and will offer tools to overcome those challenges. Based on recent research involving problem-solving activities, she will lead participants in interactive exercises designed to help them recognize their own creativity “traps” and develop strategies to beat them. Participants will come away with new ways to foster creativity in their work and their organizations. (Legos provided!)
|5:00 – 5:30||Reflections and Closing Remarks|
|5:30 – 6:00||Break
Please take this time to visit your rooms and prepare for the evening activity and dinner
|6:00 – 7:00||Private Trolley Tour of Boston
Please meet in the hotel lobby to depart promptly at 6:00 p.m. The trolley tour will end at our dinner location in the city, so anyone who does not wish to join for the tour must please plan on arranging their own transportation to the restaurant.
|7:00 p.m.||Reception and Dinner in Boston|
|8:00 – 9:00 a.m.||Breakfast|
|9:00 – 9:15||Morning Activity|
|9:15 – 10:45||The “4 Minds” of Customer Decision Making
Ryan Hamilton, Emory University
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many make contradictory predictions, and are difficult to understand and implement. In this session, Ryan Hamilton will present a practical tool for understanding and applying the science of decision making. The “4 Minds” framework synthesizes research to help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers. Participants will learn about four customer mindsets—Ideal Point, Market Comparison, Local Comparison, and Image—and how each leads to very different customer outcomes and behaviors. Ryan will discuss how the 4 Minds framework can be applied in segmentation, targeting, positioning, and persuasion in B2C and B2B contexts. In an interactive discussion, he will invite participants to share specific marketing problems and will discuss how the framework might be applied to better anticipate needs and serve customers.
|10:45 – 11:15||Break|
|11:15 – 12:45 p.m.||Brand Hero or Helper? Understanding Customers' Core Psychological Needs
Keisha Cutright, Duke University
Building and maintaining strong brands in competitive B2B/B2C environments requires a keen understanding of the psychology that drives customer behavior. In this session, Keisha Cutright will draw on her research on branding and consumer psychology to highlight the core psychological needs—esteem, meaning, belonging, and control—that marketers would be wise to consider in their decision making. In particular, she will focus on the role brands might play as “heroes” or “helpers” in addressing consumers’ fundamental need for control. With interactive discussions and exercises, she will explore how deeply understanding this need may change marketers’ approach to brand communication, product design, pricing, distribution—all aspects of marketing strategy.
|12:45 – 1:00||Concluding Remarks|
Eric T. Anderson
Eric T. Anderson is Hartmarx Professor and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice. He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester.
His research interests include innovation, pricing strategy, new products, retailing, and channel management. His recent research has been conducted with various companies around the world and has impacted both management practice and academic theory. His articles have appeared in scholarly journals such as Journal of Marketing Research, Marketing Science, Management Science, Journal of Economic Theory, and Quarterly Journal of Economics. He has also published three articles in Harvard Business Review and an article in Sloan Management Review. His 2004 paper on the long run impact of pricing and promotions was recently recognized for its enduring impact on the field of marketing. His 2014 paper on deceptive product reviews won the Paul E. Green award for the best paper in Journal of Marketing Research.
He is currently department editor of Management Science and associate editor for Operations Research.
At Kellogg, Eric teaches Retail Analytics in the M.B.A. program and Marketing Analytics in the E.M.B.A. program. He also co-directs Leading with Big Data and Analytics in the Executive Education program.
Keisha Cutright is Associate Professor of Marketing at Duke University's Fuqua School of Business. She received her Ph.D. in Marketing from Fuqua in 2011 and was a faculty member at The Wharton School at the University of Pennsylvania before returning to Fuqua in 2016.
Her research explores the psychological drivers of consumer behavior, often addressing issues related to religion, personal control, culture, and emotion. Her work has been published in top-tier academic journals, including Journal of Consumer Research, Journal of Marketing Research, and Marketing Science. Popular accounts of her work have also appeared in the Wall Street Journal and Fast Company and she was recently named one of the “World's Best 40 B-School Professors Under the Age of 40” by Poets and Quants.
Prior to beginning her career in academia, Keisha worked in brand management at The Procter & Gamble Company. She teaches the Product Management course in the Daytime M.B.A. program at Fuqua.
Ryan Hamilton is Associate Professor of Marketing and Caldwell Research Fellow at Emory University’s Goizueta Business School. He received his Ph.D. in Marketing from Northwestern University’s Kellogg School of Management.
His research investigates shopper decision making: how brands, prices, and choice architecture influence decision making at the point of purchase. He is a leading scholar in the area of retailer price image, exploring how customers form store-level price impressions and how those impressions influence consumer behavior. His research has been published in Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Marketing, Marketing Letters, Management Science, and Organizational Behavior and Human Decision Processes, and has been profiled in the Harvard Business Review, New York Times, Wall Street Journal, Time, USA Today, Financial Times, and CNN Headline News.
In 2016, Ryan co-authored a book, The Intuitive Customer, which applies the insights from research on consumer psychology and decision making to more effectively managing customer experiences. He has also produced two lecture series, “Critical Business Skills for Success: Marketing” and “How You Decide: The Science of Human Decision Making,” for The Great Courses. He was a 2013 Marketing Science Institute Young Scholar and in 2011 was named one of “The World's Best 40 B-School Profs Under the Age of 40” by Poets & Quants.
Ryan has an eclectic background that includes both an undergraduate degree in physics and time spent performing stand-up and sketch comedy. He is the proud father of five young children, which means he spends much of his time exhausted and slightly rumpled. This also gives him some social cover for his unabashed enthusiasm for Legos and superhero movies. He has never run a marathon and has no intention of ever doing so.
University of Wisconsin - Madison
Page Moreau is John R. Nevin Professor of Marketing and Executive Director of the Center for Brand and Product Management at the Wisconsin School of Business. She joined the Wisconsin faculty in 2014 after 12 years at the Leeds School of Business, University of Colorado at Boulder. She received a Ph.D. in marketing from Columbia University in 1998. Her research focuses on creativity, consumer learning, and innovation. Her work has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and the Journal of Consumer Psychology. She currently serves as an Associate Editor at the Journal of Consumer Research and is a member of the editorial review boards at the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and the Journal of Product Innovation Management.
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 2011-2012 and the Louise and Claude Rosenberg Faculty Scholar from 2009-2010 and 2012-2013. In 2014, Poets & Quants voted him one of the “40 Most Outstanding B-School Profs Under 40 in the World”.
MSI has secured a block of rooms at the W Hotel at a discounted rate of $329 per night. In order to secure a room at the group rate, please contact the W Hotel reservation line at 1-888-625-4955 and reference the MSI Immersion Conference 2017 when booking. Rooms can also be reserved online here at the group rate.
Availability and discounted rate for rooms can only be guaranteed until Friday, September 8th, so please make sure to book your accommodations early.
100 Stuart Street
Boston, MA 02116