Nov 14, 12:00 AM UTC 


Fall Board of Trustees Meeting: Organizing for Marketing Agility


The bar has never been higher: Effective marketing today requires flexibility, speed, coordination, responsiveness, and even daring. At this meeting, executive thought leaders and academic experts will explore how marketers can “organize for agility.” What are the strategies, processes, people, and technologies that can propel marketing to greater heights? The meeting will offer new insights and approaches and a deepened understanding of how to enhance marketing’s role and impact within the firm as well as align with new opportunities in external environments.

MSI’s semi-annual Board of Trustees meetings are a unique benefit of MSI membership. For many Trustees, these are “must-attend” events—a welcome opportunity to recharge, connect with marketing peers, and take in new ideas and marketing insights. Board of Trustees meetings are developed around broad themes that are relevant across industries and company roles. Trustees meetings are “sales free” events where top marketers and academic experts share their knowledge, experience, and insights, and attendees benefit from a rich learning and networking experience. As one Trustee said: “You always walk out with some big ideas.” Trustees meetings are open only to Trustees from MSI member companies or their designates.

If you are interested in attending, please email

Agenda Description

6:30 – 8:00 p.m. Marketing Science Fair, Event Registration & Welcome Cocktail Reception
MSI will be hosting a welcome cocktail reception on Wednesday evening. This will be a chance to meet other corporate and academic attendees, check out new academic research, and check in for the event. Research featured at the reception will include:

  • The Benefits Across Devices of Mobile Search Advertising
    Michelle Andrews, Emory University
    Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits? Michelle Andrews will describe a geo-experiment where consumers were split into treatment and control regions, overcoming device and consumer-level ID issues, which enabled researchers to detect lifts in impressions, clicks and conversions on mobiles, tablets, and desktops in treated regions, by keyword funnel level.
  • The Value of Compatibility to a Tied-good Market
    Yufeng Huang, University of Rochester
    The evolution of consumer expertise (“human capital”) plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions—in particular, how expertise is often brand-specific and contributes to building brand loyalty. Based on these findings and related work, he will discuss the role of “data-driven” product design in shaping customer acquisition and retention.
  • Managing Brands in an Online World Using Minimum Advertised Price (MAP) Policies
    Ayelet Israeli, Harvard University
    With omnichannel retailing and intense online distribution, it is increasingly difficult for manufacturers to control their brands and products. Online distributor and retailer activities are highly visible; yet retailers may alter prices often or sell the same product on many different websites, behaviors that hinder manufacturers’ ability to monitor retailers’ actions, detect violations, and enforce their policies. Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
  • The Distinct Psychology of Smartphone Usage
    Shiri Melumad, University of Pennsylvania
    Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage? Research shows, for example, that engagement with smartphones provides many consumers with feelings of comfort that help them cope with stress, relative to the use of comparable devices, and that smartphone usage can change the way that consumers express themselves in user-generated content (e.g., online reviews). Shiri Melumad will describe these findings and explore implications for how marketers can more effectively reach consumers through their smartphones.
  • Competitive Advertising on Brand Search
    Andrey Simonov, Columbia Business School
    Should a company bid on competitors’ keywords in search engine advertising? Andrey Simonov will present a large-scale experiment on Bing to study the effectiveness of such competitive advertising. Findings show that competitors can steal up to 20% of the focal brand’s traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event). Using these results, Andrey will discuss the implications for focal brands, platforms, and consumer choice, including the degree of customer confusion and social costs imposed by competitive advertising.
  • Feeling Poor and the Allure of the Extraordinary: The Case of Superheroes
    Stephanie Tully, University of Southern California
    Financial well-being is fundamental to people’s lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers’ marketplace decisions. In particular, she will provide findings from Google search data, Facebook page likes, and controlled lab studies that demonstrate that feeling poor increases interest in superhero entertainment and merchandise. She will discuss how such findings can be applied across a range of domains.
8:00 – 9:00 a.m. Breakfast
9:00 – 9:30 Welcome and Introductions
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute
9:30 – 10:00

Organizing for Marketing Agility – The Journey We Are On
Carl Smith, Senior Director, Lilly Marketing and Sales Institute, Eli Lilly & Company
Marketing teams that adapt to future needs and unforeseen threats will succeed by design.  The struggle that marketing leader’s face is being able to assemble the right mix of skills and capabilities for agility, relevance and growth. Environmental pressures and changing customer expectations demand that leaders of the function continuously evaluate the skills of in-house teams and outsource partners.  This requires an assessment of capabilities to satisfy changing needs and smart choices about how to source and organize those capabilities. During this session I will outline the journey Lilly Marketing is taking to better meet evolving customer needs.

10:00 – 10:30 Advancing the Enterprise: Creating Greater Customer Focus in Thriving Organizations
Gregory S. Carpenter, Northwestern University
To create greater customer focus, firms often encounter significant resistance to change. In some cases, change begins only when a firm’s existence appears threatened. Successful firms pose appear even more resistant to change. Despite these obstacles, some successful firms do embrace a greater customer focus. Although previous research examining firms creating a greater customer focus considers firms facing a serious threat, how successful organizations create the same change remains unclear. In this presentation, Greg Carpenter explore how successful firms create a greater customer focus based on a multi-year, multi-firm ethnographic study. He will explore the resistance successful firms confront, how firms use the organizational culture to overcome these obstacles, and the benefits successful firms enjoy.
10:30 – 11:00 Break
11:00 – 11:15 Nominations to the Board of Trustees & Executive Committee Report
11:15 – 11:45 Marketing in the Experience Era
John Copeland, Senior Director, Marketing Science and Customer Analytics, Adobe
The mandate for great customer experiences has never been more front and center. Increasingly, customers expect every digital interaction with a brand to be well-designed, personalized, and connected. This is challenging every company to self-disrupt and transform digitally to connect and engage customers in new and meaningful ways. This is the “Experience Business” wave and it’s the new competitive battleground. No other company is better suited to lead this than Adobe – the market leader in designing and delivering digital experiences. But transformation is hard. It requires change across technology, people, and processes. In this presentation, John Copeland will share a marketer’s view of what it takes to truly become an experience-driven marketing organization. He’ll talk about the principles of modern marketing today – including Experience as the new Brand, new types of customer relationships, transformational impact of AI and data, and the future role of marketing as a driver of business, growth, and experience.
11:45 – 12:15 p.m. The Scope of Marketing’s Decision Authority and Firm Performance
Raji Srinivasan, University of Texas at Austin
Given the thoroughness with which marketing textbooks cover situation analysis, strategy and the 4Ps (product, price, place and promotion), one might expect the marketing function to have authority over decisions in these areas. However, evidence indicates that this may seldom be the case. Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps. Further, she will provide a theoretical link (and empirical support) that the broader the scope of the marketing function’s decision authority, the better the company’s performance. She will discuss implications for senior managers as well as practical guidance on how to organize the marketing function to improve performance.
12:15 – 1:15 Lunch
Topic specific lunch tables are available on a first come first served basis. Tables will include:

  • Peter Golder, Dartmouth College – Innovation
  • Dominique Hanssens, UCLA – Marketing & Firm Value
  • Donald R. Lehmann, Columbia University – Customer Journey
  • Carl Mela, Duke University – Data Analytics
  • David J. Reibstein, University of Pennsylvania – Branding
  • Sharon Shavitt, University of Illinois UC – Cultural Diversity in Marketing/Consumer Behavior
  • Peter Verhoef, University of Groningen – Omnichannel
1:15 – 1:45 Dessert, Coffee, & Networking
1:45 – 2:00 Announcement of New MSI Executive Director
2:00 – 2:30 The Benefits of Customer-Based Strategic Planning
Vikas Mittal, Rice University
Despite enormous investments in strategic planning, there is very little evidence for its effectiveness. Indeed, many companies fail to achieve the intended results from strategic planning. They typically focus on mission, vision, and values or elaborate budgeting processes and fail to link strategic plans and initiatives to financial outcomes such as sales and EBITDA. Vikas Mittal will describe a simple method for linking customer value to organizational competencies and strategic planning, which enables organizations to become more agile, effective, and financially accountable. He will illustrate the method with examples from B2B firms.
2:30 – 3:30 Group Breakout Discussion
3:30 – 4:00 Break
4:00 – 4:30 Measuring Financial Impact of Marketing Assets
Natalie Mizik, University of Washington
Quantifying marketing’s contribution to the financial bottom line is critical for marketing managers. One of the key challenges in empirically modeling the total impact of marketing assets on financial performance is the limited availability of marketing metrics data over time. Natalie Mizik will describe an approach for estimating the total financial impact of marketing assets with limited time-series data and will demonstrate the approach with an application to brand equity research. Important insights are derived from these analyses: (1) brand equity, as measured by customer mindset metrics, positively affects current financial performance; (2) brand equity has a significant and much greater impact on the firm’s future financial performance, i.e., only a small portion of the total financial impact of brand equity is reflected in current-year profits; (3) the effects are highly heterogeneous: in some industries, the entire impact is contemporaneous, whereas in others, no contemporaneous effects are observed and all of the profitability impact occurs in the future. These findings caution against using short-term performance metrics in making brand management decisions.
4:30 – 5:00

Leading Mass Disruption
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. Traditional mass media are continuing their steady decline, while digital media and ecommerce are increasingly dominating. This requires a reinvention of brand building – from wasteful mass marketing, to mass one-to-one brand building fueled by data and technology. This means for marketers to take control, get their ‘hands on keyboard’, and increasingly act as brand entrepreneurs. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.

5:00 – 5:15 Reflections from the Day
Carl Mela, Duke University and Executive Director, Marketing Science Institute
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
5:15 – 6:00 MSI Orientation Session
For new Trustees, anyone new to MSI, and Trustees who want to learn more about how to help colleagues make the most of their MSI membership
5:15 – 6:30 Academic Trustees & Executive Directors Council Meeting
For members of the Committees
6:00 – 8:00 Networking Reception
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Opening Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
9:15 – 9:30 Working with Academics
Carl Mela, Duke University and Executive Director, Marketing Science Institute
9:30 – 10:00 Hi, I’m BOT, Your Personal Data Assistant
Brian Cooper, Senior Director Marketing Analytics & Decision Sciences, Juniper Networks
One of the goals of the MAD Science team at Juniper Networks is to enable the sales and marketing organizations with information that accelerates time to revenue and increases the size of the pipeline. The team has democratized data via the cloud and built an open source community that collectively improves data capabilities at Juniper. This has led to new internal enablement tools that are accessible across mediums and presented in compelling formats. Brian Cooper will review their patent-pending insights tools, explore their award-winning data lake called Verity, and offer a sneak peek into their latest mobile-based insights platform.
10:00 – 10:30 How Does Marketing Work on M.A.R.S.?
Neil Morgan, Indiana University
The explosion of digitally enabled data, devices, media, and channels and dramatic shifts in uses and preferences among consumers and customers have radically altered the marketing environment and present enormous challenges for firms. The question is, How does marketing work in a M.A.R.S. (Mobile, Analytics, Real-time, Social) marketing environment? Neil Morgan will discuss a partnership with the Mobile Marketing Association to study the evolution in the marketing organization (structure, process, knowledge, and culture). He will share the results of the first phase of this research involving 80 companies across a range of marketplaces—unpacking the source and nature of the challenges, how they are manifest, and offering a roadmap for how firms can best navigate these challenges.
10:30 – 10:45 Break
10:45 – 11:15 Understanding Consumer Trust in the Post-Truth Era
Shiv Singh, Former SVP and Global Head of Innovation Go-to-Market at Visa

We grew up believing that we could trust our friends, teachers, newspapers, social media feeds, corporations and politicians. That’s not the case anymore. Misrepresentation, exaggerated truths, and outright fake news have become a world-wide phenomenon. Finding truth in today’s world only getting harder. As we move to a future dominated by artificial intelligence, where cars drive us better than we can drive ourselves and robots become our managers, who we trust and how we build businesses, engage customers, and motivate employees (real or artificially created ones) is going to be markedly different. Drawing upon principles from psychology, real-world business experiences and with a peek into some of the technology advances taking place in innovation hotspots like Silicon Valley, Shiv Singh will explore what we all need to do to engage consumers and build their trust in the future.

11:15 – 11:45 Artificial Intelligence in Business Gets Real
Sam Ransbotham, Boston College

While humanoids and computer wizardry attract attention, how are normal businesses currently using artificial intelligence?  Leading organizations are deepening their commitments to AI and are eager to scale AI.  But many companies have discovered, often to their surprise, that it is easy to apply AI and get quick results. What is not so easy is building a system of AI applications along with associated data pipelines that interact and are reliable.  Sam Ransbotham will share the results of research that combines a global survey with 3,076 respondents and in-depth interviews with 36 business executives.  The research tells a story of measurable benefits from current AI initiatives, increased investments, and determined efforts to expand AI across the enterprise.

11:45 – 12:15 Wrap Up & Concluding Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Peter Golder, Dartmouth College

Hotel Accomodations

MSI has secured a block of rooms at the Hotel Nikko at a discounted rate of $259 per night for deluxe accommodations. In order to secure a room at the group rate, please book online here or contact the Hotel Nikko directly at (415) 394-1111 and reference the MSI Board of Trustees Meeting when booking.

MSI’s discounted rate expires on Friday, October 26th. Be sure to book ASAP for the best rates.

Hotel Nikko
222 Mason Street
San Francisco, CA 94102

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