Conferences

State of Marketing Science Summit: Marketing in Disruption

Overview

Amazon has moved into health care, Alibaba is challenging Amazon in the B2B marketplace, and Facebook is poised to enter the banking business. Digital disruption is business as usual, and firms and marketers are navigating new perils and opportunities every day. Many are succeeding, as “built to last” companies adapt to new platforms, channels, and players, and competitors form partnerships across industries and sectors. During the Summit, we’ll survey the landscape of digital disruption and innovation, and explore what it means for marketers, marketing teams, and organizations.

We’ll discuss:

  • 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.

 

At MSI’s signature event, marketing’s senior-most leaders convene in an intimate, “sales-free” environment for 2-1/2 days of deeply engaged learning and peer-to-peer sharing.

In keynote presentations, top marketing scholars and executives discuss latest findings and breakthrough insights in data science, consumer behavior, and marketing strategy and innovation. At poster sessions, early-career academics present cutting-edge research and explore ideas for collaboration.

“Office Hours” offer direct access to the best academic thinking; attendees can sign up to meet one-on-one with MSI academic leaders to discuss their biggest challenges and questions. Throughout the Summit, there are opportunities for sharing and discussion with marketing leaders across industries and roles.

On day 1 of the Summit, Practice Roundtables will meet for a day-long in-person session. Discussion will be roundtable-style with breakouts and deep dives, with facilitated peer-to-peer sharing about common challenges and insights across industries.

 

The State of Marketing Science summit is open to MSI Executive Sponsors, Engagement Leads, or designates. You must be logged in to register.

Agenda

02/24/2020

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
02/25/2020

Day One

On day 1 of the Summit, Practice Roundtables will meet for a day-long in-person session. Discussion will be roundtable-style with breakouts and deep dives, with facilitated peer-to-peer sharing about common challenges and insights across industries. Descriptions of the three groups are below.

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 for 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 include Senior Manager, Marketing Analytics; Lead Data Scientists; Measurement & Insights Researcher; Methods Principle; Global Analytics Director; SVP Decision Analytics & Research; etc.
  • Insights Roundtable
    This group is comprised of senior level managers in consumer insights and research roles at their organizations. Discussions incorporate techniques and methods along with the managerial implications and challenges as related to the role and influence in the organization. Areas of interest for 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 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.
  • Marketing Innovation & Strategy Roundtable
    This group is comprised of senior level marketers in strategy or training roles. Discussions are centred around 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. Areas of interest 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 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.
10:00 – 10:30 a.m. Breakfast & Registration
10:30 – 11:00 Opening Remarks & Introductions
11:00 – 12:30 p.m. Topic 1 Discussion
12:30 – 1:30 Lunch
1:30 – 2:30 Panel Discussion
2:30 – 5:00 Topic 2 Discussion
5:00 – 5:30 Wrap Up
5:45 – 6:30 CEO & Executive Director Report
Invitation only for academic attendees
6:30 – 8:00 Marketing Science Fair & Welcome Reception
MSI will be hosting a welcome reception. This will be a chance to meet other corporate and academic attendees. Early-career academics will present cutting-edge research and explore ideas for collaboration through poster sessions.
02/26/2020


Day Two

8:30 – 10:00 a.m. Executive Sponsor Breakfast
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; attendees can sign up to meet one-on-one with MSI academic leaders to discuss their biggest challenges and questions.
10:00 – 10:30 Opening Remarks & Networking Activity
10:30 – 12:00 p.m. General Session
12:00 – 1:30 Lunch & Breakout Discussion Tables
1:30 – 2:30 General Session
2:30 – 2:45 Networking Break
2:45 – 4:15 Research Priorities Breakout
4:15 – 5:30 General Session
5:30 – 7:30 Networking Reception
02/27/2020


Day Three

8:30 – 9:00 a.m. Breakfast
9:00 – 9:30 Opening Remarks & Networking Activity
9:30 – 10:30 General Session
10:30 – 11:00 Networking Break
11:00 – 12:30 General Session
12:30 – 1:00 Wrap Up & Concluding Remarks

Speakers

Bryan Bollinger

New York University

View Bio

Ryan Hamilton

Emory University

View Bio

Barbara Kahn

University of Pennsylvania and Executive Director, Marketing Science Institute

Cait Lamberton

University of Pennsylvania

K. Sudhir

Yale University

View Bio

Earl Taylor

Chief Knowledge Officer

Cheryl Cramer Toto

CEO, Marketing Science Institute

Stacy Wood

North Carolina State University

View Bio

Bryan Bollinger

Bryan Bollinger’s research portfolio aims to understand the causal effects of policymakers’ decisions in sustainability domains, and the interdependent reactions by consumers and firms. Examples include drivers of solar adoption and pricing, the role of home-automation and dynamic pricing on demand response, and the effect of nutritional labeling. His research has been supported by grants from the Department of Energy, National Science Foundation, Environmental Protection Agency, and others. Bryan received his BA and BE in engineering at Dartmouth College and his M.A. in Economics and Ph.D. in Marketing at Stanford University. His research has appeared in multiple outlets including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Quantitative Marketing and Economics, and American Economic Journal: Economic Policy, and Nature; it has been highlighted in news outlets such as `The Economist’, `NPR’, `The New York Times’, and `The Harvard Business Review’.

Ryan Hamilton

Ryan Hamilton is Associate Professor of Marketing and Caldwell Research Fellow at Emory University’s Goizueta Business School. He received his Ph.D. in Marketing from Northwestern University’s Kellogg School of Management.

His research investigates shopper decision making: how brands, prices, and choice architecture influence decision making at the point of purchase. He is a leading scholar in the area of retailer price image, exploring how customers form store-level price impressions and how those impressions influence consumer behavior. His research has been published in Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Marketing, Marketing Letters, Management Science, and Organizational Behavior and Human Decision Processes, and has been profiled in the Harvard Business Review, New York Times, Wall Street Journal, Time, USA Today, Financial Times, and CNN Headline News.

In 2016, Ryan co-authored a book, The Intuitive Customer, which applies the insights from research on consumer psychology and decision making to more effectively managing customer experiences. He has also produced two lecture series, “Critical Business Skills for Success: Marketing” and “How You Decide: The Science of Human Decision Making,” for The Great Courses. He was a 2013 Marketing Science Institute Young Scholar and in 2011 was named one of “The World’s Best 40 B-School Profs Under the Age of 40” by Poets & Quants.

Ryan has an eclectic background that includes both an undergraduate degree in physics and time spent performing stand-up and sketch comedy. He is the proud father of five young children, which means he spends much of his time exhausted and slightly rumpled. This also gives him some social cover for his unabashed enthusiasm for Legos and superhero movies. He has never run a marathon and has no intention of ever doing so.

Barbara Kahn

Cait Lamberton

K. Sudhir

K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management. He is Professor of Economics (by courtesy) at the Yale Economics Department. He will be a Visiting Fellow at Microsoft Research for the year 2020. He is currently, Editor-in-Chief of Marketing Science, the premier journal in the field of quantitative marketing.

Sudhir is a prolific researcher and has been recognized with best paper awards across all the leading quantitative marketing journals. He has consulted extensively and has research collaborations with a range of Fortune 500 companies and non-profits. As an academic mentor, his doctoral students and post-docs have received/accepted positions at many leading universities including Harvard, Berkeley, Northwestern, Cornell, Dartmouth, Purdue, UT Austin and UNC.

Sudhir is a pioneer in the development  of structural econometric modeling methods in marketing. His econometric models are workhorse models in areas such as marketing channels, sales force management, organizational buying and marketing of customer data. Recently, he has begun a research agenda around machine learning and natural language processing for marketing applications.

Earl Taylor

Cheryl Cramer Toto

Stacy Wood

Dr. Wood’s research focuses on how consumers respond and adapt to change or innovation. This applies both to individuals’ processing of new product information as well as emotional or cultural reactions to new innovations, trends, or rituals. Current projects include investigations of new product design and investment, expert/novice differences in new product adoption, consumer response to technology innovations, medical innovations and patient experience, successful adoption of risky innovations, and the neuroscience of change behavior. Her research has appeared in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Advertising Research, Journal of Product Innovation Management, and Journal of Retailing.

Stacy Wood joined the NC State Poole College of Management in 2010. Previously, she was a recipient of the 1997 H. Paul Root Award for the article published in Journal of Marketing that “made the most significant contribution to the advancement of marketing practice,” the 2005 Lewis Stern Award (AMA) for best paper in marketing and channels, and a runner-up for the 2010 Park Prize for best paper in JCP. Stacy has won 13 teaching awards at USC, Duke, and NC State, including USC’s top university-wide undergraduate teaching award in 2007. Stacy was recently elected President of the Association of Consumer Research, serving as President-Elect in 2017, President in 2018, and Past-President in 2019.

Stacy served as the Executive Director for the Center for Neuroeconomic Research while at USC and is an affiliated faculty member of MIT’s Convergence Culture Consortium and an affiliated scholar at the School of Medicine and the Fuqua School of Business at Duke University.

Accommodation

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

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