Feb 8, 12:00 AM UTC 


Harnessing Marketing Analytics for Business Impact


Co-sponsored by the UCLA Morrison Center for Marketing and Data Analytics

How can firms deploy analytics beyond advertising to innovation, distribution and pricing for maximum impact? Join us at the forefront of marketing analytics and data science, as industry and academic leaders present the latest research and case studies on these questions:

  • How can marketers expand the role of marketing analytics toward a full integration of the marketing mix?
  • What are the benefits and risks of real-time marketing analytics? Can marketing decisions be delegated to automated systems?
  • How can analytics establish causality between marketing activities and business performance? What is the role of marketing experimentation?
  • What is the role of marketing analytics in dynamic pricing strategies?
  • Should marketing analytics try to optimize short-term metrics, such as ROI or profitability, or long-term metrics, such as brand value or customer equity?
  • How can we improve the communication of analytics findings to managers, so that the models are put in practice?

Agenda Description

View a PDF copy of the agenda here
7:30 – 8:30 a.m. Registration and Breakfast
8:30 – 9:00 Welcome and Introduction
Randolph E. Bucklin, University of California Los Angeles
Marni Zea Clippinger, President and CEO, Marketing Science Institute
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:00 – 9:30 Harnessing Analytics for Creative and Content
Karin Kricorian, Director, Management Science & Integration, Walt Disney Company
Many companies are using data analytics in marketing and CRM but have yet to explore other applications. For media and entertainment companies, what are the opportunities and challenges in harnessing analytics to develop content and creative? What are the implications for talent and organization? How will traditional creative talent respond to such changes? Karin Kricorian will discuss how entertainment companies are analyzing data from multiple media sources and consumer behavior for insights to anticipate audience preferences and develop appropriate creative and content. As traditional advertising and customer interactions are increasingly personalized in real time, data-driven creative may have implications for us all.
9:30 – 10:00 Effects of Social Networks: Takeaways from the Digital Entertainment Industry
Elisabeth Honka, University of California Los Angeles
As consumers socialize and share their experiences with products and services online, it is crucial for companies to understand how their purchase decisions and product engagement are influenced by the experiences and opinions of friends as well as the information generated by the social network as a whole. Elisabeth Honka will discuss research analyzing the effects of social networks on product adoptions and the amount of user-generated content in the online movie streaming market. She will talk about the differential effects of information from friends versus strangers, opinions versus actions, and accelerated consumption (i.e., binge watching).
10:00 – 10:45 Break
10:45 – 11:15 The New Market Research Landscape in Media and Entertainment
Matt Kautz, Vice President of Business Intelligence, Analytics and Research, Machinima/Warner Brothers Studios
The market research landscape is forever changed by digital and social media. Researchers, once reliant on self-reported survey data from small sample sets over short time periods, can now draw on data measuring the organic behaviors of millions of users from years past. How can marketers in the media and entertainment industry use these data sets to address their strategic questions? Matt Kautz will present a framework and offer a deep-dive into some case studies on creative optimization, forecasting, and media targeting.
11:15 – 11:45 How Entertainment Applies to Your Business: What You’ve Always Wanted to Know
Group Q&A Session with Karin Kricorian, Elisabeth Honka, and Matt Kautz
Moderated by Koen Pauwels, Özyeğin University
11:45 – 1:00 Lunch
1:00 – 1:30 Dynamic Pricing in a Labor Market: Surge Pricing and Flexible Work on the Uber Platform
Keith Chen, University of California Los Angeles and Chief Economist, Uber
In many markets, new technologies allow traditional jobs to be divided into discrete tasks that are widely distributed across workers and dynamically priced given prevailing supply and demand conditions. This “sharing” or “gig” economy represents a more flexible work system, and is most common in two-sided markets in which a firm acts as a platform to connect service providers and consumers. One prominent example of this is the ride-sharing company Uber, which connects riders and driver-partners, and dynamically prices trips using a system known as “surge” pricing. Keith Chen will discuss how new analytics tools enable dynamic pricing systems, the practical problems of designing such systems system, how that dynamic pricing coordinates workers who can now earn compensation on a flexible schedule, and more broadly how the “gig” economy is evolving and growing as a form of market organization.
1:30 – 2:00 Causality, Optimality, and Marketing Modeling
Peter Rossi, University of California Los Angeles
The role of causal inference is to establish the true effect sizes for various marketing actions. As such, causal inference relies heavily on counterfactual reasoning. For example, to understand the true causal effects of ad exposure, we must answer the counterfactual question—what would have happened if customers were not exposed to the ad? Valid causal inferences are necessary to any attempt to optimize marketing actions such as in a marketing mix model. Peter Rossi will review the basics of causal inference and provide examples of valid reasoning and challenges for existing practices.
2:00 – 2:30 Scalable Targeting
Sanjog Misra, University of Chicago
Targeting customer segments with tailored marketing interventions has been an effective strategy for marketing organizations for quite a while. With the arrival of ubiquitous data, sophisticated analytic methods, and inexpensive computing, the promise of true individual-level targeting is close to being delivered. In this talk, Sanjog Misra will present a framework that brings together experimental methods, machine learning and causal inference, as well as marketing and economic theory to achieve this promise, and will illustrate implementations using multiple real-world case studies.
2:30 – 3:00 Data: Every Marketer’s Best Friend?
Group Q&A Session with Keith Chen, Peter E. Rossi, and Sanjog Misra
Moderated by Koen Pauwels, Özyeğin University
3:00 – 3:30 Break
3:30 – 4:00 Best Practices for Accelerating Adoption of Analytics
Wes Nichols, Co-Founder, MarketShare
Business has never been as complex, or exciting, as it is today. A new advertising platform seems to appear every day. Consumers are more connected than ever, leveraging technology at a faster pace than companies can. A fire hose of data has landed in the marketing department. Because we have more data, expectations are limitless (and sometimes ridiculous) for analytics professionals. Technology companies are claiming the same holy grails, but with much Fools Gold to be encountered. A marketing organization needs to stay fresh with new skills and talent. All eyes are on the CMO as well as on Analytics these days.

This session is a presentation and discussion with Wes Nichols, a 30-year veteran of predictive analytics in marketing. Takeaways include:

  • Techniques to move your organization to data-driven decisions
  • Predicting and managing the organizational and political issues that impede success
  • Creating better relationships with finance and the board
  • What technology your team actually needs, and what is a waste of money
4:00 – 4:30 Two Views on the Future of Marketing Analytics
Mo Patel, Practice Director, AI & Deep Learning, Teradata
Koen Pauwels, Özyeğin University

What does the future hold? Deep learning, self service analytics, confirmation bias, fast hypothesis testing, augmented reality, IoT? Mo Patel and Koen Pauwels will offer two views from the Academic and Practioner worlds on what’s ahead in data and marketing analytics.
4:30 – 4:45 Reflections on the Day
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
4:45 – 6:30 Networking Reception
Hosted by UCLA Morrison Center for Marketing and Data Analytics
7:30 – 8:30 a.m. Breakfast
8:30 – 9:00 Opening Activity
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
9:00 – 9:30 Short- and Long-Term Impacts of Intrusive Advertising
Ayman Farahat, Principal Scientist, Amazon
Viewers often react negatively to advertising they view as unpleasant, and new research demonstrates that this reaction is not confined to the advertised brand, but extends to the medium through which the ad is delivered. Ayman Farahat will discuss three large-scale natural experiments on Yahoo that evaluated short- and long-term impacts of intrusive ads. These demonstrated measurable effects on people’s engagement and return visits to a site—six percent less traffic, searches and clicks from people shown intrusive ads—and further, that this reduction can continue over sixty days. He will evaluate the long-term impact for companies choosing to show intrusive ads, suggesting that the pursuit of short-term advertising profits diminishes customer engagement and, thus, long-term revenue.
9:30 – 10:00 TV Ads and Search Spikes: Toward a Deeper Understanding
Kenneth C. Wilbur, University of California San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to “mundane” TV ads. The question is, does search reliably predict intent? Kenneth Wilbur will discuss research that calls into question this conventional wisdom. An analysis of data from two product categories to investigate what drives search spikes finds that: TV ads produce positive spillovers in competitors’ branded search; contextual factors are brand-specific, rather than common across brands; and search spikes are smaller after price advertisements and more informative advertisements.
10:00 – 10:15 Break
10:15 – 10:45 Advertising Spending in the Digital Age
Shuba Srinivasan, Boston University
Much has been learned about the impact of advertising on business performance. But do these lessons still hold in the digital age? Shuba Srinivasan will review our emerging knowledge about digital-age advertising impact, how it differs from traditional advertising and what the implications are for marketing resource allocation in the 21st century.
10:45 – 11:15 Using Analytics and CLV to Drive Customer Relationships Through Customization
Luci Rainey, Senior Vice President, Consumer Marketing, Comcast Cable
As Comcast leans into a data-first mindset, traditional targeting gives way to data-enabled marketing that leverages big data and analytics to improve the effectiveness of limited marketing budgets. Luci Rainey will explore how Comcast is leveraging a data-first strategy to maximize marketing return on investment (ROMI). She will discuss how Comcast leverages prescriptive models, tools, and segmentation to identify customers who are most likely to convert at minimal expense. She will also discuss how Comcast is using new technologies to identify and predict current and future customer lifetime value throughout all stages of the customer lifecycle, and leverage that information to gain competitive advantage. Additionally, she will illustrate how multivariate testing serves as a powerful tool in a marketer’s arsenal to facilitate learnings that traditionally would take several hundred traditional in-market tests into one.
11:15 – 12:00 p.m. Concluding Remarks
Randolph E. Bucklin, University of California Los Angeles
Marni Zea Clippinger, President and CEO, Marketing Science Institute
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute

Hotel Accomodations

Please make your hotel reservation online through the UCLA Luskin Conference Center. In order to receive the nightly group rate of $225, please select “I have a conference code” and enter MARK0208. To make your reservation over the phone, call (855) 522-8252 and mention the conference code MARK0208.

Reserve by January 17th to receive the group rate of $225 per night.

UCLA Luskin Conference Center
425 Westwood Plaza
Los Angeles, CA 90095
(855) 522-8252

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