The Past, Present, and Future of Brands and BrandingNov 03, 2017 Kevin Lane Keller, Dartmouth College
Kevin Lane Keller will explore several case studies that reveal these and other principles of long-term brand growth and enduring marketing success.
The Winds of Change: Harnessing Growth and Doing Good in Emerging MarketsOct 17, 2017 Rajesh Chandy, London Business School
The winds of change that are blowing in emerging markets today are in many ways unprecedented in human history.
Myths and Misconceptions About Customer RetentionOct 17, 2017 Peter Fader, University of Pennsylvania
As customer retention evolves from a "nice to know" to a "must have" metric for marketing executives, it is important to set the record straight about some widely held notions about it. Peter Fader will address a number of these beliefs and discuss the reasons and implications for practitioners.
Beyond the Target Customer: Social Effects in CRM CampaignsOct 17, 2017 Oded Netzer, Columbia University
Oded Netzer will discuss the opportunities for CRM practitioners to move beyond customer lifetime value (CLV) to social customer lifetime value (SCLV). In particular, he will demonstrate how a retention campaign that is targeted at a particular customer can have a social multiplier, affecting the activity and retention of customers who are socially connected to the targeted customer but were not targeted themselves.
Retention Futility: Why Targeting High Risk Customers Might Be IneffectiveOct 17, 2017 Eva Ascarza, Columbia University
In this session, Eva Ascarza will challenge the common practice of focusing on “risk of churning” as the most important metric for proactive churn management. She will propose an approach for proactive churn management that, leveraging experimentation, identifies customers with the highest sensitivity to the intervention and results in more effective retention campaigns.