Conferences

Marketing Analytics for the Transforming Media Landscape

Overview

Innovations in marketing analytics offer marketers the potential to transform their media strategy. MSI is assembling a group of forward-thinking experts -- media company executives, advertisers, and data scientists from business and academia -- to discuss these new methods, approaches, and challenges. Based on practice and research, they will present the latest knowledge and practical insights on these topics:

  • Measuring and improving advertising response and other KPIs
  • Integrating marketing mix modeling and attribution with causal methods and experimentation
  • Navigating martech and advertising markets
  • Delivering the right content at the right time in the right channel
  • Optimizing communication budgets across media and channels

This conference is for business leaders in analytics, digital media/content, media buying, advertising analytics, and advertising research.

This event is open to members of MSI corporate sponsor companies and qualified academics. If you aren't a member and interested in learning more, please email Earl Taylor (etaylor@msi.org) for more information.

Agenda

02/27/2019

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

8:00 – 9:00 a.m. Registration and Networking Breakfast
9:00 – 9:30 Welcome and Introductions
9:30 – 10:30 Presentations sessions
10:30 – 11:00 Break
11:00 – 12:30 p.m. Presentation Sessions
12:30 – 2:00 Lunch
2:00 – 3:00 Presentation Sessions
2:30 – 3:30 Group Breakout Discussion
3:00 – 3:30 Break
3:30 – 4:00 Presentation Sessions
4:00 – 4:30 Practitioner & Academic Reflections on the Day
4:30 – 4:45 Wrap Up
4:45 – 6:15 Networking Reception
02/28/2019
8:00 – 9:00 a.m. Registration and Networking Breakfast
9:00 – 9:15 Opening Remarks
9:15 – 10:15 Presentation Sessions
10:15 – 10:30 Break
10:30 – 11:30 Presentation Sessions
11:30 – 12:00 p.m. Closing Remarks

 

Topics Will Include:

Mobile Advertising and Cross-device Effects
Michelle Andrews, Emory University
Should marketers advertise on mobiles even though consumers purchase on tablets and desktops? This presentation will use geo-experimental evidence to explain whether, how, and why increasing the amount of money marketers spend on mobile advertising can generate sales on larger devices. We will also explain how marketers can get around consumer and device level identification issues and how the type of mobile keywords marketers bid on can shape consumers’ multi-device path to purchase.

How online display ads work: Lessons from 432 Field Experiments
Garett Johnson, Boston University
In this talk, Prof. Johnson will discuss lessons from 432 online display ad field experiments on the Google Display Network. These experiments featured 431 advertisers from varied industries, which on average included 4 million users. We answer three fundamental questions: 1) How well do online display ads work? 2: What is the carry-over effect after the campaign ends? and 3) How does the lift at the top of the funnel translate into the lift at the bottom of the funnel?

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.

Watching People Watch TV
Kenneth C. Wilbur, University of California, San Diego
Can you use analytics to evaluate your creative agency? We will show you how to estimate what TV ad features keep viewers on the channel, in the room, and attentive to the screen. We tag identifiable audio and video features of over 1,000 TV ads, then use 22 million viewer/ad observations recorded in situ by TVision Insights to estimate quasi-experimental ad response.

Speakers

Vibhanshu Abhishek

Carnegie Mellon University

Michelle Andrews

Emory University

View Bio

Asim Ansari

Columbia University

Garrett Johnson

Boston University

View Bio

Andrey Simonov

Columbia University

View Bio

Radha Subramanyam

CBS Corporation

Kenneth C. Wilbur

University of California, San Diego

View Bio

Vibhanshu Abhishek

Michelle Andrews

Michelle Andrews is Assistant Professor of Marketing at Emory University. Michelle’s research on digital marketing and field experiments has been published in a number of leading journals including Marketing Science, Management Science, the Journal of Marketing, Strategic Management Journal, and Harvard Business Review.

Asim Ansari

Garrett Johnson

Garrett Johnson’s research on Internet Marketing examines online display advertising: the medium’s effectiveness and privacy issues. His ad effectiveness research uses large-scale experiments to measure how and how much ads work and his privacy research quantifies the value of online behavioral targeting to industry, and considers the impact of policy and self-regulatory approaches. Garrett works with Internet companies including Google and Yahoo! to answer these questions with Internet-scale data. For his work, Garrett has been awarded the Paul Green Award and has been a finalist for both the John D.C. Little Award and the Gary Lilien Marketing Science Practice Prize.

Andrey Simonov

Andrey Simonov is Assistant Professor of Marketing at Columbia Business School. His research brings economic and statistical tools to the vast newly available micro-level data on consumer behavior to study important problems in marketing and economics. His current research work focuses on the markets of informational products, such as advertisement and news. Prior to joining Columbia, Andrey got a Ph.D. from the University of Chicago Booth School of Business, M.Phil. in Marketing and M.Sc. in Econometrics and Mathematical Economics from Tilburg University (Netherlands).

Radha Subramanyam

Kenneth C. Wilbur

Kenneth C. Wilbur teaches core marketing at the Rady School. Ken produces original, useful research at the intersection of advertising, media and technology. His work has been published in leading journals, won major awards, influenced practice and been presented at conferences, universities and companies worldwide. Ken was a faculty member at the University of Southern California and Duke University prior to joining UC San Diego.

Accommodation

There are many hotels near the conference venue offering competitive rates. We recommend Aloft Harlem, which is located one mile from the venue. For those who prefer to stay more centrally, we recommend NYLO New York City and Fairfield Inn and Suites on the Upper West Side.

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