Jun 27, 12:00 AM UTC 


Boost Your Marketing Effectiveness with Experimental Design


We’ve all heard about “test and learn” and “fail fast” – to quickly identify what works (and doesn’t work) to increase marketing effectiveness. Running field experiments is a crucial means to accelerate learning and to identify when mismeasurement of marketing is overstating ROI…but doing it well is a challenge.

Led by internationally renowned professors Brett Gordon and Derek Rucker of Northwestern University, this one-day workshop offers tools and insights to strengthen your organization’s experimental capabilities through field experiments. Incorporating research with Facebook on observational measurement approaches and randomized controlled trials, they will begin with a review of the fundamentals: Why are randomized experiments considered the “gold standard” of measurement practice? How can experiments be used to: identify causal influences, test alternative marketing approaches, and link directly to action? How can you run experiments when you can’t easily randomize in your setting?

Attendees will learn from direct teaching sessions and panel discussions how field experiments can be leveraged to help boost your overall assessment capabilities and better evaluate ROI. Academic and practitioner panels will share research on field experiments, successful business examples and pitfalls, techniques on how to promote experimentation with internal stakeholders and overcoming organizational and implementation barriers. The workshop will conclude with engaging, small-group discussions among noncompeting companies. If you are a professional tasked with better understanding marketing measurement in your organization, then this workshop is a do-not-miss event.

Who Should Attend:

  • Marketing and branding professionals seeking to learn the basics on field experiments as they apply to business practice and how they can be leveraged to boost ROI
  • Promotional marketers interested in learning why running experiments is essential to understanding the success of promotions and how to communicate this across the organization
  • Marketers involved in research and analytics who are curious about, but unfamiliar with, how running experiments can be as important as learning how to socialize and communicate their value

Add this event to your calendar

Agenda Description


The workshop will take place on the 5th floor of the Kellogg School of Management Global Hub, located at 2211 Campus Dr, Evanston, IL 60208.

5:00 – 6:30 p.m. Welcome Reception at Hilton Orrington
8:00 – 9:00 a.m. Registration and Breakfast at Kellogg Global Hub
9:00 – 9:30 Welcome and Introductions
Katherine N. Lemon, Boston College, Executive Director, Marketing Science Institute
Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:30 – 11:00 Teaching Session: A Crash Course on Experimentation
Brett R. Gordon, Northwestern University
Derek D. Rucker, Northwestern University

  • Why are experiments valuable in your marketing toolkit?
  • Why proper measurement is important
  • Why randomized experiments are the gold standard
  • Some strategies for measurement when you can’t randomize
11:00 – 11:15 Break
11:15 – 12:15 p.m. Academic Panel on Business Experiments
Derek D. Rucker, Northwestern University – moderator
Eric T. Anderson, Northwestern University
Eva Ascarza, Columbia University
J. Jeffrey Inman, University of Pittsburgh

A fireside chat with leading academics that will showcase high-quality academic research on field experiments. Examples will have clear business relevance, and will highlight how experiments can be a win-win for both the academics and the businesses involved.
12:15 – 1:00 Lunch
1:00 – 2:30 Business Practitioner Panel on Business Experiments
Katherine N. Lemon, Boston College, Executive Director, Marketing Science Institute – moderator
Dan Keir, Senior Director, Direct Marketing, Comcast
Andy McGough, Senior Director – Nutrition Portfolio Strategy & Analytics, PepsiCo, Inc.
Charles Tomlinson, Lead Marketing Manager, Vanguard
More panelists to be announced

From organizations at the start of their experimental design journey, to seasoned veterans, business practitioners will provide their insights and experiences with field experiments in business practice, and how these experiments were designed to help address specific challenges faced within the organization.
2:30 – 2:45 Break
2:45 – 4:00 Breakout Discussion Groups
Bring your own challenges and ideas for field experimentation and move them forward with insight and ideas from academic experts and fellow (non-competing) attendees.
4:00 – 4:30 Closing Remarks
Brett R. Gordon, Northwestern University
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
Derek D. Rucker, Northwestern University

Hotel Accomodations

Hilton OrringtonMSI has secured a block of rooms at the Hilton Orrington/Evanston hotel at a discounted rate of $145 per night. In order to secure a room at the group rate, please call Hilton Central Reservations at 1-800-445-8667 and ask to book a room in the Marketing Science Institute block and referencing the group code MSIC. Reservations can also be booked online here.

Availability and discounted rate for rooms can only be guaranteed until Monday, June 5th, so please make sure to book your accommodations early.

Hilton Orrington/Evanston
1710 Orrington Avenue
Evanston, Illinois 60201

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