Conferences

Spring 2019 Trustees Meeting: Right Channel, Right Content, Right Time

Overview

The proliferation of channels creates both challenges and opportunities to reach customers with the right message at the right time. Please join us for our Spring 2019 Trustees Meeting where B2B and B2C marketing leaders and academic experts will address these and related questions.

  • How can you facilitate search and create seamless experiences across multiple channels?
  • How do consumers form platform and channel preferences?
  • Which promotions best align with which channels?
  • What types of data and analytics are needed to personalize, target and time messages? How can (should) manufacturers and retailers cooperate in these efforts?
  • How can causal models improve attribution and determine the effectiveness of different channels and content?
  • What are the roles of marketing and technology in salesforce enablement?

MSI’s semi-annual Board of Trustees meetings are a unique benefit of MSI membership. For many Trustees, these are “must-attend” events—a welcome opportunity to recharge, connect with marketing peers, and take in new ideas and marketing insights. Board of Trustees meetings are developed around broad themes that are relevant across industries and company roles. MSI Board of Trustees meetings are “sales free” events where top marketers and academic experts share their knowledge, experience, and insights, and attendees benefit from a rich learning and networking experience. Trustees meetings are open only to Trustees from MSI member companies or their designates. You must be logged in to register.

If you are interested in attending, please email kate@msi.org .

Agenda

04/03/2019

Please note that this Agenda is for planning purposes only and is subject to change. Please check back soon for additional information.

12:30 – 5:00 p.m. MSI Executive Committee Meeting
For members of the committee
6:30 – 8:00 p.m. Marketing Science Fair, Event Registration & Welcome Cocktail Reception
MSI will be hosting a welcome cocktail reception on Wednesday evening. This will be a chance to meet other corporate and academic attendees, check out new academic research, and check in for the event.
  • Trickle-Round Signals: When Low Status Is Mixed with High
    Silvia Bellezza, Columbia University
    While trickle-down theories suggest that fashion starts with the elites and moves downward, some high-end restaurants serve lowbrow food like potato chips or macaroni and cheese, and some fashion trends are poached from blue-collar workers before they become popular. When and why do high-status individuals adopt items associated with traditionally low-status groups? We use a signaling perspective to explain this phenomenon, demonstrating that highs adopt some items associated with low-status groups to distinguish themselves from middle-status individuals. Emulating low-status groups is risky and costly for middles, and, as a result, adopting such items grants distinction to the elites. Further, the presence of multiple signaling dimensions facilitates this effect, allowing highs to mix-and-match items in a way that differentiates them from lows. These findings deepen our understanding of signaling dynamics, support a trickle-round theory of fashion, and shed light on alternative status symbols.
  • The Effect of Duration Metrics on Consumer Satisfaction
    Tari Dagogo-Jack, Boston College
    In an increasingly time—and attention—scarce world, companies must effectively manage consumers’ expectations about the time costs involved in consumption-related activities. Accordingly, many marketers in time-intensive industries have begun providing consumers with duration metrics—information about how long people typically spend on a given activity (e.g., reading news articles). How does such information actually influence consumers’ engagement and satisfaction? Tari Dagogo-Jack will present findings from media website engagement data and controlled laboratory experiments suggesting that setting higher expectations for time expenditures can increase satisfaction and word-of-mouth.
  • Break Through the Clutter and Promote Persuasion
    Daniella Kupor, Boston University
    Marketers fiercely compete to motivate consumers to click on their advertisements in order to nudge them along the path to purchase. When marketers urge consumers to learn more about the products they promote, they often have the option to highlight aspects of those products that have either changed, or that have longevity. Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more. She will provide findings from an online field experiment as well as controlled lab studies that demonstrate how these findings can be applied across a range of domains.
  • Love, Lies, and Money: Financial Infidelity within Romantic Relationships
    Hristina Nikolova, Boston College
    Romantic relationships are built on trust, yet when it comes to money, partners are not always honest about their financial practices—partners may hide spending, debt, and even savings and income from one another. Although financial infidelity is common among couples and has direct implications for consumption, it been largely ignored by marketing scholars. Hristina Nikolova will present her new work on financial infidelity in which she and her co-authors define what financial infidelity is and what types of behaviors fall under this umbrella term; develop and validate a 12-item Financial Infidelity Scale (FI-Scale) to assess individual variation in consumers’ financial infidelity proneness; and, most importantly, demonstrate the impact of financial infidelity proneness on consumer choices (e.g., preferences for discreet payment methods, non-descript product packaging, digital receipts, and stores). Hristina Nikolova will also discuss the practical implications of these findings for marketers and financial planners.
  • Understanding How Social Influence Impacts Diffusion with Randomized Controlled Trials
    Dylan Walker, Boston University
    Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything. Firms can first discover the role that social influence plays in diffusion of their products or services and leverage it with carefully designed networked randomized controlled trials. This work features prominent examples and key insights from several networked RCTs and the broader testing design and analysis strategies that can be generalized to firm-specific contexts.
  • Online Reputation Management
    Georgios Zervas, Boston University
    With the increasing impact of online reviews on consumer decision making, what can firms do to manage their online reputations?
  • AGC Winners
    Dafna Goor, Harvard University - “Branding in the New World: How Luxury Consumption, Social Comparison, and Brand Secrecy Impact Symbolic Consumption”
    Tesary Lin, University of Chicago - “Measuring Intrinsic and Instrumental Preferences for Privacy”
04/04/2019
8:00 – 9:00 a.m. Registration and Breakfast
9:00 – 9:15 Welcome and Introductions
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute
9:15 – 9:45 Getting Multichannel Distribution Approximately Right
Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business. Channel partnerships, product lines, pricing, and promotional incentives all naturally trend toward more complexity. Kusum Ailawadi will present seven pointers for navigating this complexity spanning metrics, tools, and a couple of cautions.
9:45 – 10:30 Demystifying AI in Healthcare: Beyond the Hype
Dusty Majumdar, Managing Director, DeepRX
With a number of legacy med-tech firms, tech companies and start-ups jumping into the fray to “transform” and “disrupt” healthcare with AI, AI in healthcare continues to reside at the top of the Gartner hype-cycle.  However, a series of stumbles through over-zealous claims and irrational extrapolation of big data from major players, have left many healthcare stakeholders befuddled and skeptical about the relevance of this approach in bringing better outcomes and lowering costs in healthcare.  In this talk, Dusty Majumdar will critically examine some recent misfirings with positioning AI in healthcare and how organizations can learn from the past to create the relentlessly relevant AI-based healthcare solutions that actually bring more of the much-needed humanity back into healthcare.
10:30 – 11:00 Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?
Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability. Anne Coughlan will apply a channel-analytic lens to this problem, identifying what “omni” does (and does not) mean and the implications of a pure “omni” approach for the brand’s overall distribution channel strategy and success. This lens suggests a balanced assessment of the pros and cons of an omni-channel, omni-marketing strategy – leading to a more nuanced guideline for “going omni” in the channel strategy space.
11:00 – 11:30 Break
11:30 – 12:00 p.m. Investigating Cross-Site Relationship Dynamics on the Path to Purchase
PK Kannan, University of Maryland, College Park
Consumers’ online decision journey involves many touches and channels as they as they search for, consider, and evaluate competitive offers before they make a purchase. In this journey, they may visit many websites, some competitive and some complementary, which may either reduce or increase the chances of the consumers visiting and/or converting at a focal firm’s website. P.K. Kannan will describe a study that proposes a general framework to model online customers’ website visits and conversions considering the cross-site/cross-channel relationship dynamics. Applying the model to the hospitality industry, he will show that overlooking the dynamic relationship between hotel chains’ and online travel agencies’ websites may bias managerial metrics and lead to suboptimal managerial decisions.
12:00 – 1:00 Lunch
Topic-specific lunch tables are available on a first come first served basis. Tables include:
  1. Yakov Bart, Northeastern University - Social Media and Connected Consumers
  2. Alexander Chernev, Northwestern University
  3. Peter S. Fader, University of Pennsylvania - Customer Centricity/Valuation
  4. Henrik Hagtvedt, Boston College - Sensory Marketing
  5. Gary Lilien, Pennsylvania State University - B2B Innovation
  6. Koen Pauwels, Northeastern University
  7. Shuba Srinivasan, Boston University - Path to Purchase
1:00 – 1:30 Dessert, Coffee & Networking
1:30 – 2:00 Unlocking the Customer Value Chain
Thales S. Teixeira, Harvard Business School
Today’s most threatening digital disruptors are stealing customers by using innovative messaging and sales channels to reach established businesses’ customers. Harvard professor Thales Teixeira will show how this is occurring, with examples from retail, consumer goods, healthcare, financial services, pharma, industrials, education and transportation. He will also discuss effective ways to respond to this new wave of digital disruption attacking the customer value chain.
2:00 – 2:30 Title To Be Announced
Anne Rivers, Managing Director, BAV Group
Lynn Cobb, Global Consumer Marketing & Digital Strategy Leader, S&C, Dow DuPont Company
Deborah DeGenova, Global Consumer Solutions Business Manager, Dow DuPont Company

There is a lot of talk about customer journeys, but how do you plot a brand journey? DuPont’s iconic brands, KEVLAR, Corian, Tyvek, DuPont have had amazing success in the past decades. They are all about to expand into unchartered territory with consumers. After considering KEVLAR’s positioning and where it has permission to grow across 3500 consumer brands, we have mapped a plan forward for the brand to create products to build their relationship with the consumer and acquire new customers. Building the right product, for the right target and communicate effectively is KEVLAR’s development challenge.
2:30 – 3:15 Group Breakout Discussion
3:15 – 3:45 Break
3:45 – 4:15 Becoming a Data Maker
Eleanor McDonnell Feit, Drexel University
A/B testing and other randomized marketing experiments allow you to collect exactly the data you need to answer a marketing question, making them a vital part of the marketers toolkit. Experiments can be used to select copy for a website, assess the ROI of a catalog campaign, and compare pricing strategies. In this talk, Elea Feit will discuss how the ideal design of a marketing experiment depends on the goal of the marketer doing the experiment.
4:15 – 4:45 Moving Beyond Data and Analytics: Getting to an Insight Culture
Liam Fahey, Partner, Leadership Forum
Why is it that abundant data and increasingly sophisticated analytics so often fail to generate genuine insight that enables marketers to make a real difference in how the organization thinks, decides and acts? One answer revolves around the absence of an insight-driven culture. Liam Fahey will describe some of the key elements of an insight-driven culture and how it enables marketers to be far more influential in their organizations, ensuring the right channel, right content and right time for marketing and customer engagement.
4:45 – 5:15 Awards, Nominations to the Board of Trustees & Executive Committee Report, and Reflections from the Day
Carl Mela, Duke University and Executive Director, Marketing Science Institute
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
5:15 – 6:00

B2B Breakout Session
Come hear more from MSI’s new Academic Trustee, Gary Lilien (Pennsylvania State University). Gary will share his perspectives on how MSI’s research priorities and benefits align with top B2B issues in practice and academia. Gary and the MSI leadership team will also share specifics on how to take advantage of the MSI network if you’re a B2B member. This reception will include a short presentation, drinks and a networking reception.


Academic Trustee/Executive Directors Council Meeting
For members of the committees
6:00 – 8:00 Networking Reception
04/05/2019
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Opening Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
9:15 – 9:45 Title to be announced
David Bell, University of Pennsylvania
9:45 – 10:15 Title to be announced
Kartik Shukla, Senior Director, Mature Products, Daiichi Sankyo, Inc.
10:15 – 10:30 Break
10:30 – 11:00 Speaker to be announced
11:00 – 11:30 Title to be announced
David Kaul, Director of Measurement & Analytics, Google, Inc.
11:30 – 12:00 p.m. Wrap Up & Concluding Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute

Speakers

Kusum L. Ailawadi

Dartmouth College

View Bio

David Bell

University of Pennsylvania

Lynn Cobb

Global Consumer Marketing & Digital Strategy Leader, S&C, Dow DuPont Company

Anne T. Coughlan

Northwestern University

View Bio

Deborah DeGenova

Global Consumer Solutions Business Manager, Dow DuPont Company

View Bio

Liam Fahey

Partner, Leadership Forum

Eleanor McDonnell Feit

Drexel University

View Bio

PK Kannan

University of Maryland, College Park

View Bio

David Kaul

Director of Measurement & Analytics

Dusty Majumdar

Managing Director, DeepRx

Anne Rivers

Managing Director, BAV Group

View Bio

Kartik Shukla

Senior Director, Mature Products, Daiichi Sankyo, Inc.

Thales S. Teixeira

Harvard Business School

View Bio

Kusum L. Ailawadi

Kusum Ailawadi is Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business at Dartmouth College and an academic trustee of MSI.  She studies the strategic interaction and distribution of power between manufacturers and their distribution channel partners, using large-scale databases as well as proprietary data from companies. She has published widely in the top academic journals, won several best paper awards including MSI’s own 2018 Paul Root Award, and been honored especially for academic-practitioner collaboration. She has also written invited articles for premier practitioner outlets like the Wall Street Journal, the Harvard Business Review, Forbes, and Advertising Age’s CMO Forum. Kusum is working on a research-based book for managers on navigating multi-channel distribution, which she expects will be ready for public consumption in 2019.

David Bell

Lynn Cobb

Anne T. Coughlan

Anne Coughlan holds the Polk Brothers Chair in Retailing, and is Professor of Marketing, at the Kellogg School of Management. She joined the faculty in 1985. Anne's main research interests are in the areas of distribution channels, sales force management and compensation, and pricing. Current research projects include optimal management of multi-level marketing distribution channels; sales force diversification and optimal group incentive payments; drivers and management of sales force turnover; measuring compliance, monitoring, and enforcement of MAP policies; and wardrobing and optimal open-box retail sales.  Her work on "Direct Selling Distributors: Why Do They Stay or Leave?" won the best doctoral-student paper award at the 2017 Global Sales Science Institute conference; it is joint research with Prof. Manfred Krafft of University of Muenster and Julian Allendorf, a Ph.D. student at University of Muenster.

Anne is a co-author of the book, A Field Guide to Channel Strategy: Building Routes to Market (with Sandy Jap), and was the lead author of Marketing Channels (a Prentice-Hall textbook) through its seventh edition.  She serves on the Senior Advisory Board of the Journal of Personal Selling & Sales Management and on the editorial review board of the Journal of Marketing, and is Editor in Chief of the SSRN Marketing Research Network and of its Quantitative Marketing e-Journal and the Marketing Science e-Journal.  She is a Research Fellow of the Direct Selling Educational Foundation and an Institute of Marketing Research Fellow of the University of Muenster, Germany.  She has served as an Associate Editor and editorial board member of the journal Marketing Science, and on the editorial board of the Journal of Retailing.

For her excellence in teaching, Anne was the recipient of the school's Executive Master's Program Teacher of the Year Award for the best elective course in 1996 and again in 2003, as well as receiving the Sidney J. Levy Teaching Award in 2000-01. She teaches classes on distribution channel strategies at the MBA and executive MBA levels, and on quantitative models in marketing at the doctoral level.

Anne received her Ph.D. in Economics at Stanford University. Prior to her appointment at Kellogg, she was a professor at the business school of the University of Rochester; she was a Visiting Professor of Marketing at INSEAD in Fontainebleau, France in 1997-98.

Deborah DeGenova

Deborah De Genova is DuPont Consumer Solutions Business Leader at DuPont in Wilmington, DE.  She leads a global team responsible for extending DuPont’s brands into consumer markets and developing new business models and sources of revenue in line with the new DuPont Company’s positioning.  The consumer business is nurturing DuPont and its hero brands in strategic consumer categories to increase material sales, build brands with consumers so they are cool & loved, and grow branded consumer product sales & licensing royalties. 

Before re-joining DuPont, Deborah was the Strategic Channel Manager for Agilent Technologies.  In this role, Deborah was responsible for shifting the sales channel of transactional purchases of consumables online for a $500 MM business resulting in a 30% COS savings and a 10% sales uplift from cross/ up-selling by improving the ease-of-doing business.  Prior to Agilent Deborah held various roles at DuPont as the Health Portfolio Leader in Nutrition & Health where she led the strategy & execution of a $1 B technology & innovation portfolio across six global businesses and the valuation of new ventures for DuPont Pioneer, Industrial Biosciences, and Crop Protection business strategies.  Deborah spent the balance of her career with Cargill as a Supply Chain Manager for Truvia® in Minneapolis, MN.  Deborah began her career as an Engagement Manager for Kline Management Consulting outside of NYC and Abbott Laboratories in Chicago, IL as a fermentation engineer.  Deborah has a BS & MS degree in Chemical Engineering and a MS degree in Environmental Engineering from The University of Michigan, Ann Arbor.  Deborah is originally from Michigan and enjoys running, classical music, and travel and speaks English, German, and Portuguese.

Liam Fahey

Eleanor McDonnell Feit

Elea McDonnell Feit is Assistant Professor of Marketing at Drexel University and a Senior Fellow at The Wharton School.  Her research focuses on solving product design and advertising problems using Bayesian statistics and experimental design. Throughout her career, she has brought new quantitative methods to marketing practice, first working in product design at General Motors, then commercializing new techniques at the marketing analytics firm, The Modellers, and most recently as the Executive Director of the Wharton Customer Analytics Initiative, where she built the academic-industry partnership program. She enjoys making analytics and statistics accessible to a broad audience and has recently co-authored R for Marketing Research and Analytics with Chris Chapman. She regularly teaches popular tutorials and workshops for practitioners on digital marketing, marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods as well as undergraduate, MBA and MS Business Analytics classes. Elea holds a PhD in Marketing from the University of Michigan, an MS in Industrial Engineering from Lehigh University, and a BA in Mathematics from the University of Pennsylvania.

PK Kannan

P. K. Kannan is Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His main research focus is on marketing modeling, applying statistical and econometric methods to marketing data. His current research stream focuses on attribution modeling, media mix modeling, understanding cross-device usage and the impact of mobile apps. P.K. has won numerous awards for his research and has worked with Marriott International, Adobe and Teradata on attribution and big data related research. He teaches Statistical Programming, CRM, Pricing and Marketing Models for masters and doctoral students. PK received his Ph.D. in Management with concentrations in Management Science and Marketing from Purdue University.

David Kaul

Dusty Majumdar

Anne Rivers

Anne Rivers is Managing Director in The BAV Group, in VMLY&R.  Using advanced analytic methods, Anne helps marketers build powerful brands, drive strategic direction for the company and assess the economic value of their brand assets. The Group uses the Brand Asset Valuator (BAV), the world’s largest brand database, as well as custom-designed research and consumer trend analysis to deliver insights and build compelling strategies. Anne has been developing domestic and global brand strategies for major multinational Fortune 200 companies for over 20 years. 

Anne has had a long and successful record of partnering with CEOs, CMOs and senior management teams on strategy, branding and corporate reputation issues.  She has extensive experience in financial services, media, sports and consumer categories, while also drawing from a variety of cross-industry experiences. Long-standing client relationships have included DuPont, American Express, Capital One, CIBC, Allstate, Aetna, MetLife, ESPN, Abbvie, Verizon, Google, Related Companies, NFL, American Red Cross and Levi’s Strauss.  Anne has been quoted in many leading publications, including the Wall Street Journal and La Monde, and is frequently invited to make presentations at conferences around the world.

Anne’s prior experience includes leading strategy and business development efforts at Broder Bros., drugstore.com, and GiftCertificates.com. Anne was also a Vice President in Investment Banking at Bear, Stearns and held several marketing and finance positions at Fidelity Investments. Anne has an M.B.A. from the NYU Stern School of Business and an A.B. in Economics from The University of Chicago.

Kartik Shukla

Thales S. Teixeira

Thales Teixeira is Lumry Family Associate Professor at Harvard Business School. There he has taught MBA, doctoral and executive-level courses in Marketing Models, Digital Marketing and Ecommerce. His two primary domains of research constitute Digital Disruption and The Economics of Attention.
He is the author of dozens of articles published in trade press outlets such as The Harvard Business Review, The McKinsey Quarterly, Think with Google, and in academic journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, and Journal of Advertising Research. His research and opinions have been routinely featured in The NY Times, The Financial Times, "ABC Nightly News", "NBC News", NPR, Forbes, Quartz, The New Yorker and The Guardian.
He has also been an expert reviewer for the US Food and Drug Administration under President Barack Obama. And he is one of the current judges of CNBC’s Disruptor 50 most innovative startups. He has consulted or advised top executives of over 15 of the Fortune 100 companies. His new book is titled Unlocking the Customer Value Chain. There he introduces the concept of 'decoupling.'

Accommodation

Fairmont Copley PlazaMSI has secured a block of rooms at the Fairmont Copley Plaza at a discounted rate of $339 per night for deluxe accommodations. In order to secure a room at the group rate, please book online here or contact the Fairmont directly at (617) 267-5300 and reference the MSI Board of Trustees Meeting when booking. MSI's discounted rate expires on Tuesday, March 12th. Be sure to book ASAP for the best rates.

Fairmont Copley Plaza
138 St James Ave
Boston, MA 02116

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