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 – 10:00 Inferring the Correlates of Musical Success Using a Bayesian Modeling Framework
Khaled Boughanmi, Columbia University
Khaled Boughanmi will present research, conducted with Asim Ansari and Rajeev Kohli, that uses a nonparametric Bayesian model combining online data of different modalities (e.g., metadata, acoustic and textual data) to explore the dynamics of musical success of albums over the last half century. One model component uses a supervised hierarchical Dirichlet process to summarize the perceptual information in crowd-sourced textual tags. Another time-varying component uses dynamic penalized splines to capture how different acoustical features of music have shaped album success. By analyzing how various subjective and objective acoustic measures have waxed and waned in importance over the years, Boughanmi, Ansari and Kohli uncover a number of themes that categorize albums in terms of sub-genres, consumption contexts, emotions, nostalgia and other aspects of the musical experience. Their model estimates can be used to compile new albums and playlists to appeal to listeners with different preferences and requirements.
10:00 – 10:30 Making Sense of it All: How Business Leaders use Market Research and Big Data Together to Achieve Business Outcomes
Radha Subramanyam, Chief Research and Analytics Officer, CBS Corporation
10:30 – 11:00 Break
11:00 – 11:30 Linking Clicks to Bricks: Spillover Benefits of Online Advertising
Vibhanshu Abhishek, University of California, Irvine
While email ads allow firms to target consumers with promotions, are they effective in increasing offline revenues for firms that predominantly sell in brick-and-mortar stores? Vibhanshu Abhishek will present research that addresses this question, using a dataset from one of the largest U.S. retailers that links each consumer’s online behaviors to the item-level purchase records in physical stores. Using a doubly robust estimator (DRE) that incorporates nonparametric machine learning methods and that enables causal estimation on observational data, the researchers find that receiving email ads can increase a consumer’s spending in physical stores. Further, this effect is heterogeneous across consumer segments. These results suggest that receiving email ads from the retailer can generate awareness and remind the consumer of the retailer’s offerings, gradually increasing the consumer’s purchase probability in the retailer’s physical stores.
11:30 – 12:00 p.m. Spending the Next $1 in an Omni-Channel Business
Tom Tang, Vice President Marketing Analytics, Walmart
Over the years, a variety of measurement approaches have proven to help marketers deploy their dollars more effectively across specific channels and/or strategies. With today’s ever-changing and dynamic retail shopping behavior, the need has arisen for flexible measurement solutions that can effectively evaluate strategy across stores, ecommerce, and an ever-growing number of marketing touchpoints – a challenge the team at Walmart faces on a regular basis. Tom Tang will discuss how MMM and MTA solutions can be used to set a solid omni-channel marketing strategy by complementing the strengths and weaknesses of each solution. He will talk about elevating efficiency in existing channels through the use of marginal return curves. In addition, he will discuss an approach on how to identify and test into new marketing channels. Ultimately, he will help understand how all these elements work together for a best-in-class measurement program where the next dollar is spent effectively.
12:00 – 12:30 Mobile Advertising and Cross-device Effects
Michelle Andrews, Emory University
Should marketers advertise on mobiles even though consumers purchase on tablets and desktops? Michelle Andrews 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. She 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.
12:30 – 2:00 Lunch
2:00 – 2:30 Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes 
Martyn Crook, Vice President Advanced Analytics & Marketing Science, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action. That is challenging in any organization but trickier still in a highly matrixed global organization. Martyn Crook will talk about the new approach he is taking to improve business outcomes through the planning and execution lifecycle by combining new forms of marketing analytics and behavioral approaches to create cupcakes that are enticing and easy for the businesses to consume.
2:30 – 3:00 Watching People Watch TV
Kenneth C. Wilbur, University of California, San Diego
Can you use analytics to evaluate your creative agency? Kenneth Wilbur will discuss how to estimate what TV ad features keep viewers on the channel, in the room, and attentive to the screen. This includes tagging identifiable audio and video features of over 1,000 TV ads, then using 22 million viewer/ad observations recorded in situ by TVision Insights to estimate quasi-experimental ad response.
3:00 – 3:30 Break
3:30 – 4:00 Title to be announced
Christopher Frank, Vice President Marketplace Insights, American Express Company
4:00 – 4:30 Title to be announced soon
Eric Schwartz, University of Michigan
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 – 9:45 Causal Measurement: Not for the casual scientist
Neha Bhargava, Manager, Advertising Research, Facebook, Inc.
9:45 – 10:15 How Online Display Ads Work: Lessons from 432 Field Experiments
Garrett Johnson, Boston University
Garrett 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. He will 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?
10:15 – 10:30 Break
10:30 – 11:00 Title to be announced
Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud
11:00 – 11:30 Competitive Advertising on Brand Search
Andrey Simonov, Columbia Business School
Andrey Simonov will discuss research that examines the effectiveness of competitive advertising on brand search using a large-scale randomized ad allocation on Bing. Results show that competitors can steal traffic from the focal brand, and they steal more (6%-20%) if they occupy the top paid position on the results page than if a focal brand’s paid link occupies the top position (1%-3%). However, the stolen clicks are of low “quality,” with 42.6% of consumers who have clicked on competitors’ links coming back to Bing in less than 30 seconds. Andrey will discuss the implications of these findings for the focal brands, competitors and search engines.
11:30 – 12:00 p.m. Closing Remarks

Speakers

Vibhanshu Abhishek

University of California, Irvine

Michelle Andrews

Emory University

View Bio

Asim Ansari

Columbia University

Neha Bhargava

Manager - Ads Research, Facebook

View Bio

Christopher Frank

Vice President Global Marketplace Insights, American Express Company

Martyn Crook

Vice President Advanced Analytics and Marketing Science, The Coca-Cola Company

Garrett Johnson

Boston University

View Bio

Andrey Simonov

Columbia University

View Bio

Radha Subramanyam

Chief Research And Analytics Officer, CBS Corporation

Tom Tang

Vice President, Marketing Analytics, Walmart, Inc.

View Bio

Kenneth C. Wilbur

University of California, San Diego

View Bio

Joe Zito

Vice President of Commercialization, Oracle Data Cloud

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

Neha Bhargava

Neha Bhargava, Manager in the Ads Research team at Facebook, focuses on ad effectiveness research, particularly marketing best practices and value of digital advertising. Before joining Facebook, Neha was a strategy consultant focused on providing marketing and product decisions based on big data. She started her career as an engineer building rockets. Neha holds a bachelor’s degree in Electrical Engineering and Computer Science from MIT and an M.B.A. from the University of Pennsylvania Wharton School of Business.

Christopher Frank

Martyn Crook

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

Tom Tang

As Vice President Marketing Analytics for Walmart, Tom Tang and his team are responsible for delivering marketing measurement, intelligence, data architecture and automation. His team has been instrumental in elevating the way Walmart measures and ultimately optimizes marketing efficiency all with an eye on customer and strategic business outcomes. Tom is an executive leader offering years of driving data-driven business results through team leadership, project delivery, and high-quality analytics in a diverse set of industries and organizations.

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.

Joe Zito

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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