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 – 1:00 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 – 10:00 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 Healey Cypher, Chief Operating Officer, Atomic
11:15 – 11:40 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.
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
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 Katrina Conn, Senior Practice Director, Customer Experience, Teradata
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 – 4:30 Networking Break
4:30 – 4:35 Awards
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 Speaker to be Announced, Salesforce
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 Kelly Goldsmith, Vanderbilt University
9:10 – 9:35 Jocelyn Doxsey, Head of Healthcare Analytics, Google
9:35 – 10:00 Baba Shiv, Stanford University
10:00 – 10:15 Networking Break
10:15 – 10:40 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.
10:40 – 11:05 Speaker to be Announced
11:05 – 11:15 Wrap Up

Speakers

Saeed Bagheri

Director, Global Head of Analytics and Insights, Amazon

View Bio

Katrina Conn

Senior Practice Director, Customer Experience, Teradata

Healey Cypher

Chief Operating Officer, Atomic

View Bio

Jocelyn Doxsey

Head of Healthcare Analytics, Google

Tom Tang

Vice President, Marketing Analytics, Walmart, Inc.

View Bio

Bryan Bollinger

New York University

View Bio

Randy Bucklin

University of California, Los Angeles

View Bio

Hana Choi

University of Rochester

View Bio

Ellen Evers

University of California, Berkeley

View Bio

Kelly Goldsmith

Vanderbilt University

View Bio

Lauren Grewal

Dartmouth College

View Bio

Abbie Griffin

The University of Utah

View Bio

Ryan Hamilton

Emory University

View Bio

Mark Houston

Texas Christian University

View Bio

Barbara Kahn

University of Pennsylvania and Executive Director, Marketing Science Institute

Su Jung Kim

University of Southern California

View Bio

Cait Lamberton

University of Pennsylvania

View Bio

Joseph Nunes

University of Southern California

View Bio

Davide Proserpio

University of Southern California

View Bio

Baba Shiv

Stanford University

View Bio

K. Sudhir

Yale University

View Bio

Steve Tadelis

University of California, Berkeley

View Bio

Earl Taylor

Chief Knowledge Officer, Marketing Science Institute

Cheryl Cramer Toto

CEO, Marketing Science Institute

Stacy Wood

North Carolina State University

View Bio

Saeed Bagheri

Saeed R. Bagheri is Director and Global Head of Analytics and Insights at Amazon Advertising. Saeed looks after marketing research, insight product development and advanced analytics professional services across all advertiser segments and industry verticals. His team helps advertisers learn more about their customers, plan media effectively & efficiently, and measure outcomes to ultimately achieve their business objectives. Prior to his current role, he was Managing Partner and Global Head of Data and Analytics Product and R&D at GroupM.

Saeed started his professional career at IBM Thomas J. Watson Research Center and then moved to Healthcare Services Research in Philips before joining GroupM. Saeed has received a B.Sc. from Sharif University of Technology and two M.Sc. and a Ph.D. from Massachusetts Institute of Technology. He has 50+ refereed published articles and conference papers in academic world as well as 50+ granted or pending patent applications globally. Saeed lives in Somerset County, NJ with his wife and two daughters.

Katrina Conn

Healey Cypher

Healey Cypher is COO and an Operating Partner of Atomic, the Venture Builder firm behind hims, Bungalow, Remrise, and many others. He has spent his career building great companies. Healey sold his last two companies: ZIVELO which he sold to Verifone in 2019 after 15 months of taking the reins as CEO, and Oak Labs, which he sold to Zivelo in 2018. Before that, Healey was the Head of Retail Innovation at eBay. Chief of Staff to the CTO of eBay, and lead all business development for milo.com  which he helped sell to ebay in 2010. He has been recognized as Silicon Valley Business Journal’s “40 under 40,” WWD’s “Ten of Tomorrow,” and one of Goldman Sach’s “Top 100 Most Intriguing Entrepreneurs.”

Healey regularly speaks at conferences around the world and with top-tier media. He has hosted or attended several panels at SXSW Interactive, regularly speaks at NRF, Shop.org and ShopTalk, and has been interviewed by CNBC, CNN, Fast Company, the New York Times, Forbes, WWD, TechCrunch, The Wall Street Journal, VentureBeat, Entrepreneur, TIME Magazine, CBS, Fox, and more.

Healey is an alumnus of the University of Pennsylvania and from Nebraska, but spent the majority of his early life in Riyadh, Saudi Arabia.

Jocelyn Doxsey

Tom Tang

As Vice President, Advanced 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.

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’.

Randy Bucklin

Randolph E. Bucklin is Professor of Marketing at the UCLA Anderson School where he holds the Peter W. Mullin Chair in Management. He has a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University. Professor Bucklin’s research focuses on the quantitative analysis of customer behavior. He specializes in models using historical records of customer transactions from bar-code scanner and internet marketing data. His recent work on internet marketing has been recognized with multiple best paper awards, including the Paul Green Award (2011 and 2012) and the William F. O’Dell Award (2015 and 2016). Professor Bucklin served as co-editor of the Journal of Marketing Research from 2014 to 2016 and was co-editor of Marketing Letters from 2006 to 2010. He was faculty chairman and deputy dean of the Anderson School from 2012 to 2015 and currently serves as faculty director for the Morrison Center for Marketing and Data Analytics. Professor Bucklin has taught sales and channel management at UCLA since 1990, along with a variety of other courses in the marketing curriculum. He has received five awards for MBA teaching excellence, including the Neidorf "Decade" Teaching Award.

Hana Choi

Hana Choi is an assistant professor of marketing at the Simon Business School, University of Rochester. Her substantive research interests include the digital economy, advertising, and consumer search. Methodologically, she combines exploratory data analysis, causal inference from field experiments, and theoretical and structural modeling approaches. Hana received her Ph.D. in marketing from Duke University, and she is the winner of the 2018 Sheth Foundation ISMS Doctoral Dissertation Award. Her research has appeared in Marketing Science and Information Systems Research.

Ellen Evers

Ellen Evers is an assistant professor of marketing at the Haas School of Business, University of California at Berkeley. Most of her work centers on fundamental questions about consumer preferences. For instance, what do consumers like?; How do irrelevant cues affect what consumers like?; And how do we correctly measure consumer preferences to predict actual consumer decisions?  Additionally, Dr. Evers studies the effects of morality in the marketplace. In this line of work, she studies how consumer beliefs about market norms lead them to reject seemingly innocuous production strategies.

Kelly Goldsmith

Kelly Goldsmith is a behavioral scientist whose research examines consumers’ psychological and behavioral responses to uncertainty. Her research is highly interdisciplinary in nature, drawing upon theories and methods from a variety of areas, including anthropology, cognitive and social psychology, economics, evolutionary biology and marketing. As part of her research, she conducts controlled experiments in typical consumer contexts, which allows her to ground her theories in relevant marketplace phenomena. Because her research bridges theory and practice, it contributes not only to more nuanced theories of consumer decision making, but also to new techniques for marketers, firms and policy makers. Kelly’s work has appeared in several top marketing and psychology journals. She also serves on the editorial review boards for the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Consumer Psychology.

Lauren Grewal

Lauren Grewal is an assistant professor in the Marketing group at the Tuck School of Business (Dartmouth College). Her research examines a number of consumer-relevant behaviors such as the role of various identities on subsequent consumption, how consumers use and process digital and social media (both user-generated content and brand-relevant messaging), and consumer well-being (e.g., better decision-making in dyads and achievement of healthy goals). Lauren uses a multi-method approach of behavioral experiments, real-world data, and field studies. Her research has been featured in a number of top marketing journals such as the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science

Abbie Griffin

Abbie Griffin is Royal L. Garff Endowed Chair in Marketing at the David Eccles School of Business and Associate Dean for Business Innovation at the School of Medicine at the Univer­sity of Utah. Abbie obtained her B.S. ChE from Purdue University, MBA from Harvard Business School, and Ph.D. in Management of Technology from MIT. Her re­search on measur­ing and improv­ing the process of new product development has been published in Marketing Science, Journal of Marketing Research, Management Science, and the Journal of Product Innovation Management among other journals and in the book titled: Serial Innovators: How Individuals in Large Organizations Create Breakthrough New Products (video trailer at www.abbiegriffin.org). Her 1993 article titled “Voice of the Customer” was awarded both the Frank M. Bass Dissertation Paper Award and the John D.C. Little Best Paper Award by INForms and has been named the 7th most important article published in Marketing Science in the last 25 years. Abbie was the editor of the Journal of Product Innovation Management, the leading academic journal in the areas of product and technology development from 1998 to 2003. The Product Development and Management Association named her as a Crawford Fellow in 2009. She was on the Board of Directors of Navistar International, a $ 13 billion manufacturer of diesel engines and trucks from 1998 to 2009. She currently serves on the Board of Directors of the Intermountain Health and Research Foundation Holiday Quilt Auction. Abbie is an avid quilter, hiker, and swimmer.

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.

Mark Houston

Mark B. Houston is Professor and Eunice and James L. West Chair in Marketing at Texas Christian University (TCU). Mark is also affiliated with ASU’s Center for Services Leadership and the University of Münster (Germany). He is coauthor of Entertainment Science (2019, Springer Nature), and his research on channels, movies, and innovation strategy appears in Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Financial & Quantitative Analysis. Recent awards include the 2019 Louis Stern Award (long-term impact for a 2013 JM paper) and the 2018 Sheth Foundation Award. He is Co-Editor of Journal of the Academy of Marketing Science, and has served as an AE of Journal of Marketing and Journal of Service Research. Mark is a member of the AMA Board of Directors, was President of the AMA Academic Council (2012-2013), and co-chaired the AMA Summer Conference (2005 and 2017) and the AMA/Sheth Foundation Doctoral Consortium (2010). An award-winning teacher, Mark has conducted research, consulting, and/or exec ed with firms such as AT&T, Caterpillar, Dell, IBM, Marriott.com, and WellPoint. Prior to re-joining TCU in 2017, Mark served three years as department head at Texas A&M.

Barbara Kahn

Su Jung Kim

Su Jung Kim is an assistant professor in the Annenberg School for Communication and Journalism. Her research interests include cross-platform media usage, electronic word-of-mouth (eWOM), and audience engagement via social and mobile media. She has examined how consumers use social and mobile media to get informed and interact with other consumers and/or companies, and what implications consumer engagement with digital media has on consumer behaviors. She is currently working on several projects that investigate the effects of online product reviews on consumer perceptions and behaviors.

Cait Lamberton

Cait Lamberton is Alberto I. Duran President’s Distinguished Professor of Marketing at the Wharton School, where she teaches consumer behavior and marketing strategy. Dr. Lamberton’s research focuses on the ways that consumers make decisions in both individual and social settings, and covers topics ranging from explorations of assortment size and structure to analyses of participation in commercial sharing systems. Named one of Forbes’ top 10 business school professors under 40, Cait has received the Association for Consumer Research’s Early Career Contribution Award, was named a Marketing Science Institute Young Scholar, and received the American Marketing Association’s Erin Anderson Award, which honors the field’s top emerging female scholar and mentor. In addition, Cait has been retained as a consultant or educator by Goldman Sachs, Vanguard, the US Departments of Education and Labor, the University of Pittsburgh Medical Center, The Forum for Sustainable and Responsible Investment and IPSOS. Dr. Lamberton also teaches in the University of Pittsburgh’s Healthcare Executive MBA program, and sits on the advisory board of Beesy, a boutique behavioral science consulting firm, and Aura, which focuses on online privacy and security.

Joseph Nunes

Joseph Nunes is an expert on loyalty programs, status and luxury goods, pricing, and consumer and managerial decision-making. He has published numerous papers in top marketing journals including Journal of Marketing Research, Journal of Consumer ResearchMarketing Science, Journal of Marketing, and Harvard Business Review. He serves on the editorial boards of Journal of Marketing ResearchJournal of Consumer Research, Journal of Consumer Psychology, and Marketing Science. In 2006, he received Marshall's Dean's Award for Excellence in Research. Joe has consulted for a variety of companies including Southwest Airlines, Kampgrounds of America, Nestlè, and Abbott Laboratories.

Davide Proserpio

Davide Proserpio is an assistant professor of marketing at the University of Southern California. He is interested in the impact of digital platforms on industries and markets, and most of his work focuses on the empirical analysis of a variety of companies including Airbnb, TripAdvisor, and Expedia. His research findings have important implications for firms, consumers, and policymakers.

Baba Shiv

Baba Shiv is the Sanwa Bank, Ltd., Professor of Marketing at the Stanford Graduate School of Business.  He has done extensive work on the emotional brain, documenting its powerful role in shaping decisions and experiences. His work includes the application of neuroeconomics to the study and practice of innovation and entrepreneurial leadership in companies, from Silicon Valley startups to Fortune 500 companies, as well as countries including India, Malaysia and New Zealand. He frequently consults with and is on the advisory boards of several start-ups. His work has been featured in a variety of media outlets including The Tonight Show with Jay LenoCNNEconomic Times, Fox BusinessFinancial Times, The New York TimesWall Street JournalNPR, and Radio Lab. Baba Shiv teaches courses at the GSB and the Hasso Plattner Institute of Design at Stanford, including “The Frinky Science of the Mind,” “Scaling Design Thinking Globally,” and “Crafting Interventions for Massive Change.” He frequently hosts executives from around the world in executive education programs at Stanford on strategy, entrepreneurial leadership, and customer-focused innovation.

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.

Steve Tadelis

Steve Tadelis is Professor of Economics and Sarin Chair in Leadership and Strategy at Berkeley Haas. His research primarily revolves around e-commerce and the economics of the internet.

During the 2016-2017 academic year Steve was on leave at Amazon, where he applied economic research tools to a variety of product and business applications and worked with technologists, computer and ML scientists, and business leaders. During the 2011-2013 academic years he was on leave at eBay research labs, where he hired and led a team of research economists who focused on the economics of e-commerce, with particular attention to creating better matches of buyers and sellers; reducing market frictions by increasing trust and safety in eBay’s marketplace; understanding the underlying value of different advertising and marketing strategies; and exploring the market benefits of different pricing structures.

Aside from the economics of e-commerce, Steve’s main fields of interest are the economics of incentives and organizations, industrial organization, and microeconomics. Some of his past research explored how firms and contractual agreements facilitate the creation of value. Within this broader framework, Steve explored firm reputation as a valuable, tradable asset; the effects of contract design and organizational form on firm behavior with applications to outsourcing and privatization; public and private sector procurement and award mechanisms; and the determinants of trust.

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

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

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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