Webinars
Can Marketing Mix Models Help Companies Mitigate Risk from Tariffs and Similar Economic Shocks?
Tariffs, inflation, supply chain chaos—external disruptions are increasingly common, but most marketing mix models aren’t equipped to account for them. That leaves marketing leaders exposed when accuracy matters most.
In this session, a panel of academic and industry experts will explore how marketing mix models can evolve to:
- Quantify the impact of exogenous shocks
- Improve forecasting in volatile environments
- Provide marketers with tools to make smarter decisions amid uncertainty
Moderated by Scott McDonald, CEO and President of the ARF and MSI, this conversation will help marketing leaders stress-test their modeling strategies and prepare for what’s next.
Don’t wait for the next shock to expose the gaps—get ahead of it.
speakers
Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative. He was Principal Research Scientist at Amazon Ads, with brand building and budget allocation recommendations reaching hundreds of thousands of advertisers. Koen received his Ph.D. from UCLA, where he was chosen Top 100 Inspirational Alumnus. After getting tenure at the Tuck School of Business at Dartmouth, he helped build the startup Ozyegin University in Istanbul. Named a worldwide top 2% scientist, and 'The Best Marketing Academic on the Planet', Koen published over 100 articles on marketing effectiveness. This research was awarded by both managers and academics. Koen is the editor-in-chief of the International Journal of Research in Marketing. His books include 'Modeling Markets' and 'Advanced Methods for Modeling Markets' for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers.
Scott McDonald became the CEO and President of the Advertising Research Foundation in March 2017. Prior to joining the ARF, he held senior research positions at leading global media companies, including 18 years at Time Warner, and 14 years at Conde Nast, covering both the consumer and the advertising sides of the media business. Throughout his career, he has kept a foot in both the academic and business worlds, teaching for 5 years at NYU and for 18 years at Columbia Business School. He serves as an adviser to the Social Science Matrix Program at UC Berkeley, and is on the Board of the Population Reference Bureau. An avid art lover, he also is on the board of the Brooklyn Academy of Music. He holds an A.B. degree from UC Berkeley and a Ph.D. from Harvard University.
Jason McNellis serves as the Vice President and Commercial Analytics Ambassador at Analytic Partners. With extensive experience from roles at Gartner and Forrester, Jason has been instrumental in advising organizations on marketing measurement programs and promoting the adoption of advanced analytics solutions. At Analytic Partners, he focuses on helping brands create meaningful value through elevating their measurement approaches.
Ryan Dew is an Assistant Professor of Marketing at the Wharton School of the University of Pennsylvania, where he is affiliated with the Wharton AI and Analytics Initiative. He is an applied methodologist, broadly interested in the intersection of marketing, machine learning, and Bayesian statistics. In his research, he focuses on problems in marketing measurement, customer analytics, and data-driven design, with an eye to developing and applying flexible, interpretable, computational tools, often using unstructured data like text and images. At Wharton, he teaches data analysis for marketing classes to undergraduate, MBA, and doctoral students. He has received several awards for both teaching and research, including the 2022 Frank M. Bass Award, the 2018 INFORMS Society for Marketing Science Doctoral Dissertation Award, and the Wharton Teaching Excellence Award. In recognition of his research, he was named a 2023 MSI Young Scholar. He received his Ph.D. in Marketing from Columbia University, and his B.A. in Mathematics from the University of Pennsylvania. For more about Ryan, please visit: http://www.rtdew.com
Henry Innis is the Co-Founder and Global CEO of Mutinex. With a clear focus on driving product development, Henry leads the Mutinex product vision and is obsessed with “what’s next” for marketers and measurement. He has a background in marketing strategy and software engineering. Mutinex works with some of the world’s largest brands to improve outcomes. Henry has numerous awards for entrepreneurship and business building. In his own words, “I build products that grow businesses - it's that simple.”