Frontiers of Marketing
Online registration is closed due to capacity. If you are still interested in attending, please contact MSI Meetings.
What have we learned about marketing—and what does this mean for marketers and marketing researchers? At this special conference, some of the world’s leading academic experts will discuss and apply research findings on top-tier MSI research priorities such as customer experience, social media and social networks, and marketing analytics for a data-rich environment. They will focus on the work of greatest value and potential impact to a managerial audience, making the critical link from evidence-based findings to applications for marketing practice. Over the course of a day and a half, attendees will efficiently gain a comprehensive, up-to-date overview of actionable frameworks and key guidelines to improve marketing planning, measurement and decision making.
Who should attend?
This event will be a great fit for experienced marketers who want to learn more about the top areas of research as well as marketers who are new to MSI and want to take stock of the field.
Please click here for a PDF version of the agenda.
|7:30 – 8:30 a.m.||Registration|
|8:30 – 9:00|| Welcome and Introduction
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute and Earl Taylor, Chief Marketing Officer, Marketing Science Institute
|9:00 – 9:45|| Understanding Customers and the Customer Experience: Key Insights and Ideas for the Journey
Katherine N. Lemon, Boston College and Peter Verhoef, University of Groningen
Optimizing the customer’s experience has become a strategic priority. Customers are more empowered; customers have higher expectations of their experiences with firms; customer engagement can easily turn into customer enragement. The explosion of customer touch points in an always-on, dynamic, omni-channel world requires firms to coordinate multiple business functions beyond marketing (including IT, service operations, talent management, logistics, etc.) in the creation and delivery of successful customer experiences.
In this session, Katherine Lemon and Peter Verhoef will offer actionable insights, based upon academic research and best business practice, to enable you to strengthen your firm’s current customer experience design and management efforts. They will present a straightforward, applicable framework for managing the customer experience process. Specific examples of best practice for CX management will include mapping the customer journey, identifying critical customer touch points, integrating disparate functional areas into CX design and management, and applying successful tools for measuring the success of your customer experience initiatives.
|9:45 – 10:15|| Discussion
Christine Heye, Director – Market Research, Aetna Inc.
|10:15 – 10:45||Break|
|10:45 – 11:30|| Creating and Communicating Enduring Customer Value
V. Kumar, Georgia State University and Werner J. Reinartz, University of Cologne
One of the most important tasks in marketing is to create and communicate value to customers to drive their satisfaction, loyalty, and profitability. “Customer value” can be viewed as a dual concept. First, to be successful, firms (and the marketing function) must create perceived value for customers. Toward that end, marketers must measure and drive customer perceptions of value via the marketing mix element. Second, customers represent value for the organization through multiple forms of engagement (customer lifetime value in the widest sense), which marketers must measure, manage, and incorporate into real-time marketing decisions. Within this framework, V. Kumar and Werner Reinartz will integrate and synthesize existing findings, show the best practices of implementation, and highlight future research opportunities.
|11:30 – 12:00 p.m.|| Discussion
Shannon Nutter-Wiersbitzky, Head of Institutional Marketing, Vanguard Group
|12:00 – 1:00||Lunch|
|1:00 – 1:45|| Leveraging Digital/Social/Mobile Technology
Andrew T. Stephen, University of Oxford
The last 15 years have seen an explosion in interest among marketing academics and practitioners in using digital, social, and, most recently, mobile technologies for marketing purposes. In this presentation, Andrew Stephen will offer highlights from a review of approximately 15 years of academic research in marketing and related fields on these topics, with a focus on identifying how research has evolved through three distinct eras. His analytical review of “what we know” will lead into a discussion about what we still do not know (or where we could know more), with specific implications for academics and practitioners working in the digital/social/mobile areas, including calls for research in a number of increasingly important but not well understood topic areas.
|1:45 – 2:15||Discussion
Elyse Kane, Vice President – North American Consumer and Market Insights, Colgate-Palmolive Company
|2:15 – 2:45||Break|
|2:45 – 3:30|| Developing Marketing Analytics for a Data-Rich Environment
P. K. Kannan, University of Maryland
P. K. Kannan will offer a critical examination of marketing analytics methods. To what extent are they suitable for particular types of data? To what extent do they meet the needs of, and support, marketing decision making? He will identify directions for new analytical methods and real-time solutions with a focus on (1) customers, in particular, analytics for personalization (segmentation, targeting and 4Ps), (2) firms, in particular, analytics for optimizing marketing mix spending in a data-rich environment, and (3) analytics for ensuring customers’ privacy and security. He will review implications for analytics education and training, and for implementing analytics and big data in organizations. Finally, he will identify trends that will shape the impact of analytics on marketing as a discipline, and interconnections between marketing practice and academia.
|3:30 – 4:00||Discussion
Eric Schmidt, Global Strategic Insights, InterContinental Hotels Group
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
|4:00 – 5:30||Networking Reception
Higgins Hall Patio
|8:00 – 8:30 a.m.||Registration|
|8:30 – 9:15|| Measuring and Communicating the Value of Marketing Activities and Investments
Dominique Hanssens, UCLA and Koen Pauwels, Özyeğin University
Measuring the value of marketing requires a balance between strategy and tactics, online and offline, analysis and communication. Dominique Hanssens and Koen Pauwels will discuss how models and managers can complement each other to improve accountability. Topics will include (1) defining the right value function, (2) engaging in marketing automation with managerial oversight, (3) building cross-function demand function to drive major resource allocation, and (4) creating and using an analytics platform/dashboard for marketing investments.
|9:15 – 9:45|| Discussion
Sharon Landa, Vice President – Customer Insights, Bristol-Myers Squibb Company
|9:45 – 10:00||Break|
|10:00 – 10:45|| Organizing for Marketing Excellence
Christine Moorman, Duke University
The last 25 years have witnessed many fundamental changes in the nature of marketing within organizations, including the idea of market orientation, the characteristics of marketing capabilities, the emergence of CMOs, and the role of marketing in novel organizational forms. How have the activities, responsibilities, and design of marketing evolved over time, and what new management approaches have been adopted by firms demonstrating marketing excellence? To answer this question, Christine Moorman organizes conceptual developments and empirical findings in the marketing literature using a 5C framework reflecting the following content areas: (1) Culture; (2) Capabilities; (3) Configuration: Boundaries, Structures, and Governance; (4) Capital (Human); and (5) Choices (Strategic). Implications for theory and practice will be examined.
|10:45 – 11:15|| Discussion
Brennan Dell, Program Director – Dell Marketing University, Dell, Inc.
|11:15 – 11:30||Break|
|11:30 – 12:15 p.m.|| Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Rajeev Batra, University of Michigan and Kevin Lane Keller, Dartmouth College
With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on ever-more importance. Rajeev Batra and Kevin Lane Keller will offer insights and guidance rooted in academic research as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. They will discuss new frameworks for understanding the consumer decision journey as well as criteria for a successful integrated communication program. Their talk will provide guidelines to assist managerial decision making in designing and implementing powerful integrated marketing communication programs where “the whole is greater than the sum of the parts.”
|12:15 – 12:45|| Discussion
Nicholas Chesterton, CMI Director Marketing Science Unit, Unilever
|12:45 – 1:00||Concluding Remarks
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
Unfortunately, the MSI group rate is no longer available. If you are interested in booking a room at either hotel, please contact the hotel directly.
Crowne Plaza Boston-Newton Hotel
320 Washington Street
Newton, Massachusetts 02458
Distance to Boston College: 3 miles
Courtyard Boston Brookline – Marriott
40 Webster Street
Brookline, Massachusetts 02446
Distance to Boston College: 2.5 miles
**Cancellation Policy: Reservations can be cancelled 24 hours prior to arrival date to avoid a charge of one night’s room and tax.
Please note: participants will be responsible for their own transportation to Boston College.