Past Conferences

State of Marketing Science Summit: Marketing in Disruption

Overview

Join marketing’s senior-most leaders for 2-1/2 days of deeply engaged learning and peer-to-peer sharing at MSI’s signature event. Our inaugural 2020 Summit includes:


20+ mainstage presentations, where leading marketers and academic experts will explore the landscape of digital disruption and innovation:

  • Health care: Can AI and machine learning fulfill their promise to transform care? Will consumers embrace digital innovation?
  • Payment systems: How might accelerating innovation in payment affect financial services and beyond?
  • Brands: How can brands win and keep customers, as customers experience products in new ways on new platforms. What does this mean for retail?
  • Channel relationships: Where are the opportunities for new relationships in B2C and B2B?
  • Winners and losers: What are some of the most/least effective responses to disruptions across markets and industries.

15+ Roundtable discussions, led by top academics, sharing challenges, insights, and latest findings in:

  • Data Science
  • Insights
  • Marketing Strategy and Innovation

New opportunities to learn, explore, and collaborate

  • Poster sessions where early-career academics present cutting-edge research and explore ideas for collaboration
  • “Office Hours” – sign up to meet one-on-one with MSI academics to discuss your biggest challenges and questions
  • Peer-to-peer discussions, curated meetings & interactive workshops throughout the event


Why Attend the Summit

  • The 2.5 day event takes a considered approach to location and use of your time, and is designed to include highest-value activities -- roundtables, networking, one-to-one meetings, research feedback, and presentations – in one highly engaging event.
  • As an attendee, you will be joining an exclusive gathering of top brands, marketers, and academic experts. Our speakers and attendees are among the best of the best across industry and academia.
  • Like all MSI live events, the Summit is a “sales-free” intimate environment where marketing leaders can share challenges and questions with trusted counterparts across industries.
  • Presentation topics have been curated by you – our member companies – to ensure that we are focusing on your most important issues and questions.
  • Your input will influence the outcome of new research and solve real business challenges.
  • Your team will benefit too – we’ll provide summary content and resources for your team following the Summit.


Who Can Join

The State of Marketing Science summit is open to MSI Executive Sponsors, Engagement Leads or your designates. Each member company has four complimentary seats included with membership. If you have any questions about attendance, please email Michelle Scerbin. You must be logged in to register.

Agenda

02/25/2020

Day One

Select one Roundtable to attend (please find more info in roundtable tab)

  • Data Science: See full agenda here.
    led by Bryan Bollinger, New York University, and K. Sudhir, Yale University
  • Insights: See full agenda here.
    led by Ryan Hamilton, Emory University and Stacy Wood, North Carolina State University
  • Marketing Strategy & innovation: See full agenda here
    led by Cait Lamberton, University of Pennsylvania, and Mark Houston, Texas Christian University
12:30 – 5:30 Roundtable Sessions
Please view full agendas above.
5:45 – 6:30 CEO & Executive Director Report
Invitation only for academic attendees
6:30 – 8:00 Marketing Science Fair & Welcome Reception
  • This welcome reception will be a chance to meet the other corporate and academic attendees. Early-career academics will present cutting-edge research and ideas for collaboration through poster sessions.
    Posters by:
    • Ellen Evers, University of California, Berkeley
    • Lauren Grewel, Dartmouth College
    • Hana Choi, University of Rochester
    • Su Jung Kim, University of Southern California
    • Davide Proserpio, University of Southern California
    • Alden Clayton Award Winners
02/26/2020

Day Two

General Session

9:00 – 9:45 a.m. Executive Sponsor Breakfast
Invitation only breakfast for MSI Executive Sponsors (formerly known as Lead Trustees).
Breakfast will include an annual report from MSI and a leadership forum for all Executive Sponsors to share and learn from one another.
9:00 – 10:00 Breakfast & Registration for all Attendees
9:00 – 5:00 Open Office Hours
Throughout the event, “Office Hours” offer direct access to the best academic thinking and industry peers; through a new networking app attendees can sign up to meet one-on-one with other members and MSI academic leaders to discuss challenges and questions.
10:00 – 10:20 Opening Remarks & Networking Activity
10:20 – 10:50 Win Customers in an Era of Endless Disruption
Barbara Kahn, University of Pennsylvania
We are just witnessing the start of radical changes that will revolutionize shopping in every way. Customers' expectations are being ratcheted up, making winning (and keeping) those customers all the more challenging. In this session, Barbara Kahn will examine the companies that have been most successful during this wave of change and offer insights into what we can learn from their ascendance. Building on these insights, she will present the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's disruptive environment.
10:50 – 11:15 How Venture Builders Use Performance Marketing to Determine Signal/Noise
Healey Cypher, Chief Operating Officer, Atomic
Most companies on the planet are familiar with the relationship and importance between sales/marketing and growth. What people may not know is that marketing is a secret ingredient towards much more. As the boundaries between marketing and product blend further, Healey Cypher will talk about how the Venture Builder community is pushing the boundaries of predictive marketing and what the new success criteria look like.
11:15 – 11:40 The Modern Consumer & Customer Experience Imperative
Bonnie Holub, Managing Partner, Practice Lead, Data Science, Teradata
Companies today are shifting to speed and scale, using technology to innovate for tomorrow.  They are trying to respond to the modern consumer and the disruption of continuous change, relying more and more on advanced analytics and the power of machine learning to evolve from marketing products to delivering experiences. In this presentation, Katrina Conn will discuss how technologies are being used to understand and transform the customer experience.
11:40 – 12:05 p.m. Engineering Trust in Online Marketplaces
Steve Tadelis, University of California, Berkeley
Online marketplaces have become ubiquitous as sites like eBay, Taobao, Uber, and Airbnb are frequented by billions of users regularly. The success of these marketplaces is attributed not only to the ease in which buyers can find sellers, but also to the fact that they provide reputation and feedback systems that help facilitate trust. After a brief overview of how feedback and reputation systems work in online marketplaces, Steve Tadelis will address problems of bias in feedback and reputation systems as they appear today. He will also introduce several ways to address these problems in order to improve the practical design of online marketplaces, increase trust and reduce customer churn.
12:05 – 1:25 Lunch & Networking Dessert
1:25 – 1:50 How Amazon Advertising Helps Advertisers Succeed in a Disrupted World
Saeed Bagheri, Director, Global Head of Analytics and Insights, Amazon
The marketplace is undergoing rapid changes that disrupt the effectiveness of marketing as we know it, and many brand and product managers are using Amazon advertising to accelerate new product success speed and predictability.  Saeed Bagheri will discuss research conducted by Amazon Advertising to understand the key levers for advertising effectiveness. A quantitative analysis of thousands of ads shows the creative elements that can contribute to success, including relative size of objects in the creative. He will also discuss analyses showing how search advertising and display advertising can complement one another to create a successful product launch.
1:50 – 2:15 Targeting Curated Playlists in Digital Music Streaming
Randy Bucklin, University of California, Los Angeles
Curated playlists on digital music streaming services such as Spotify have become important promotional vehicles in the music industry, with artists vying to place their songs on popular playlists. While tracking data reports the streaming volume songs receive from the playlists on which they are included, this is not the same as the lift in streaming volume that such placements actually provide to those songs.  This is because listeners can hear songs on the platform in multiple ways besides streaming them from playlists (e.g., from listeners’ saved libraries). We develop an approach for gauging the truly incremental lift in streams that playlist inclusions provide.  We also show how to predict the most effective playlist for a given song -- even for songs not yet released. This enables managers to target the playlists – and their curators – with the songs that will perform best. Results from field data from a major record label illustrate the value of the approach and show that -- contrary to conventional wisdom -- targeting playlists with the most followers does not maximize streams and revenue.
2:15 – 2:40 Omni-Channel Brand Measurement in 2020
Tom Tang, Vice President, Marketing Analytics, Walmart, Inc.
With the complexity of modern Omni-Channel customer behavior and near universal brand awareness, quantifying the impact of Walmart’s brand poses a unique challenge. Tom Tang will discuss how his team leverages a variety of measurement solutions to quantify the value of brand and how it affects all stages of the funnel, including the incremental value of traditional media such as TV. These tools provide a true understanding of both the financial and customer impact of brand advertising, helping Walmart develop a deeper relationship with its customers and gain new insights through Machine Learning models and advanced measurement techniques.
2:40 – 2:50 Networking Break
2:50 – 4:15 New Research Planning Session
Attendees will spend this session in breakouts sharing about key challenges in their roles and industries. These discussions among marketing leaders and will be large enough for a range of perspectives and small enough to dive deep. Facilitated by a top scholar, the breakouts will inform the Research Priorities which will be shaped on the spot and shared back later at the summit.
4:15 – 4:35 Networking Break
4:35 – 5:00 Authenticity: What It Means to Consumers
Joe Nunes, University of Southern California
Consumers crave authenticity. So much so that the quest for authenticity is considered one of the cornerstones of contemporary marketing. This creates an enormous challenge for marketers as marketing typically is considered inherently inauthentic. To overcome consumer cynicism, firms must learn to understand, manage, and excel at rendering authenticity. But how? Joseph Nunes will identify the key dimensions of what it means to be authentic from the consumer’s perspective and explain how these different dimensions apply differently to different types of products and services. His framework provides practitioners guidance with respect to how they might enhance customers’ judgements of authenticity, an imperative for any company in today’s competitive marketplace.
5:00 – 5:25 How Salesforce Measures Marketing Success
Srinivas Vemuru, Senior Director of Marketing Data Intelligence, Salesforce
Salesforce puts the customer at the center of everything it does, which makes customer engagement a top priority. Srini Vemeru will discuss how Salesforce helps its sales and marketing teams achieve and measure success, using a suite of metrics that gives them a clear look into an account’s engagement with everything from website to events, from content to campaigns, from webinars to emails. The radical transparency of Salesforce’s Engagement Score provides visibility into all marketing and sales activities on an account. It holds marketers accountable to ensure they are driving quality engagements with the right contacts at the right time and also underpins Salesforce’s innovation around programmatic “next best actions” for account executives and marketers.
5:25 – 5:30 Wrap Up
5:30 – 7:30 Evening Reception

 

02/27/2020

Day Three

General Session

8:00 – 8:30 Breakfast
8:30 – 8:45 Opening Remarks & Networking Activity
8:45 – 9:10 How to Help Consumers Make the Most of Not Having Enough
Kelly Goldsmith, Vanderbilt University
Today, people regularly feel like they don’t have enough – not enough time, not enough money, not enough followers on Instagram. How can marketers help turn these everyday experiences of scarcity into positive outcomes for consumers? Drawing from her 15 years of experience as a behavioral scientist, and her 24 days as a contestant on the reality television show, Survivor, Dr. Kelly Goldsmith makes a surprising case for how a little scarcity can benefit consumers, both individually and collectively. She then offers tactical insights into the communication and persuasion strategies that marketers can use in an age when “more” is never enough.
9:10 – 9:35 The Empowered Patient
Jocelyn Doxsey, Head of Healthcare Analytics, Google
In this presentation Jocelyn Doxsey will review, from Google's perspective, how the patient has changed in the past few years and how Google uses technology to understand and develop insights for patients. She will discuss how the patient online journey is changing, how machine learning is used to understand that journey, and some recent innovations that also utilize machine learning to assist patients and change the healthcare landscape. Beyond implications for healthcare, this can also help us understand the customer or user journey for anyone trying to create interest and intent.
9:35 – 9:40 Awards
9:40 – 10:05 Will You Still Try Me, Will You Still Buy Me, When I’m 64? Long-Term Market Leadership in the Age of Disruption
Peter Golder, Dartmouth College
Market share leadership is often a strategic imperative, yet surprisingly little is known about a brand’s actual duration of market leadership. Peter Golder has compiled data on market leaders over nearly a century and across numerous consumer product categories and will present and compare results across the 20th and 21st centuries. He will also discuss the results on the probability of recapturing leadership once it is lost, and the implications for managing today’s leading brands.
10:05 – 10:30 Eliminating Managerial Bias for Developing Premium (Versus Economy) Products
Abbie Griffin, The University of Utah
Some customers are happy purchasing premium products, even though they cost more. However, other customers are price-driven and will not consider premium products. Indeed, many argue that the "Walmart factor" has overly sensitized both consumers and B2B buyers to high prices. One would think, then, that firms would be focusing more on developing "low-end" innovations to fit the needs of economy buyers, especially as lower-priced products could allow firms to better penetrate huge markets in developing countries that inherently cannot afford premium end products. However, research finds that managers making product development selection decisions are biased against low-end, low-priced economy projects in favor of premium, high-priced projects, even when there is no economic benefit to them. Abbie Griffin will discuss these findings and will suggest actions managers can take to overcome these biases.
10:30 – 11:00 Wrap Up

Speakers

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Accommodation

Note: At this time the MSI room block has expired and is full. There are many hotels near the conference venue offering competitive rates, including the Hotel Whitcomb and the Holiday Inn. For those looking to secure a more affordable rate outside of the immediate downtown area, the Nikko is located two short blocks from the BART (the Bay Area Rapid Transit) Powell Street station.

Surrounded by the bustle of Union Square and sights of San Francisco Bay, Hotel Nikko offers contemporary accommodations, just moments from the city's best, with on-site access to a world of dining, entertainment, and serenity. 

MSI has secured a block of rooms at the Hotel Nikko at a discounted rate of $339 per night . In order to secure a room at the group rate please book online here, or contact the Nikko at (415) 394-1111 and reference the group code “MSI Annual Summit 2020”.

Availability and the discount for rooms can only be guaranteed until Monday, February 3rd, so please make sure to book your accommodations early.

Hotel Nikko
222 Mason St.
San Francisco, CA 94102

Presentations

Photos

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Roundtables

On Day One of the Summit, join one of three roundtables for a day of deep discussion and peer-to-peer sharing. Led by two top academics, each roundtable will include 30 attendees, clustered in tables of noncompeting companies from B2B and B2C. With facilitated breakouts, deep dives, and peer sharing across industries, you will come away with applicable insights and new approaches to your most critical challenges and burning questions.

Attendees select one roundtable to attend:

Data Science Roundtable
This group is for serious marketing scientists who want to discuss latest modeling tools and techniques. Areas of interest and topics for networking with attendees include optimal experimental design; A/B testing; integrating insights and closed loop measurement; customer lifetime value, predictive and prescriptive analytics; machine learning; linking marketing sales and profit; programmatic buying; experimentation; etc.

Some titles of attendees may include Senior Manager, Marketing Analytics; Lead Data Scientists; Measurement & Insights Researcher; Methods Principle; Global Analytics Director; SVP Decision Analytics & Research; etc.

Led by:
Bryan Bollinger, New York University
K. Sudhir, Yale University

Insights Roundtable
This group is comprised of senior level managers in consumer insights and research roles at their organizations. Areas of interest and topics for networking with attendees include techniques for synthesis of findings; customer experience measurement; issues in communicating and embedding insights within the organization; new techniques in behavioral economics; building consulting skills within the research function; hiring, training, and recruiting for research; innovations in research process; etc.

Some titles of attendees may include VP of Research, Director of Global Consumer Insights; Marketing Insights Manager; Director Consumer Insights & Strategy; Technical Director Digital Market Research; Behavioral Science Lead; Customer Insights Director; etc.

Led by:
Ryan Hamilton, Emory University
Stacy Wood, North Carolina State University

Marketing Innovation & Strategy Roundtable
This group is comprised of senior level marketers in strategy or training roles. Attendees are interested in building a world class marketing organization, advances in the practice of marketing and how organizations can prepare for and address the biggest challenges in B2B and B2C industries. Other areas of interest and topics for networking with attendees include for attendees include organizational structure; career development in marketing; evaluating marketing competencies and capabilities; approaches in global learning and training; training teams, markets, and individuals; intersection of sales and marketing; territory planning; the marketer of the future; etc.

Some titles of attendees may include Director of Marketing Excellence; VP Marketing Strategy; Transformation & Talent Leader; Global Training Director; Global Marketing Capability & Effectiveness Leader; VP of Marketing Capability & Business Planning; Head of Marketing & Sales Institute; Chief of Staff, Marketing; etc.

Led by:
Cait Lamberton, University of Pennsylvania
Mark Houston, Texas Christian University

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