Sep 12, 12:00 AM UTC 


Immersion 2018


Back by popular demand, Immersion 2018 will introduce MSI member companies’ rising marketing stars to the practical benefits of scholarly research. The conference will be structured around a series of modules that will present the latest research-generated knowledge on an important marketing topic and provide opportunities for discussing productive managerial applications. Participants must be nominated by MSI Trustees, and attendance will be limited. Please contact for more information.

Trustees can learn more about Immersion here or submit their nominations here.

Agenda Description

6:00 – 7:30 p.m. Registration and Welcome Reception
8:30 – 9:30 a.m. Breakfast
9:30 – 9:45 Welcome and Opening Remarks
9:45 – 10:30 Introductions and Morning Activity
10:30 – 12:00 p.m. The M.I.N.T. Routine: Designing Customer Experience Culture
Markus Giesler, York University
Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture – the system of shared beliefs, attitudes, behaviors, and artifacts that people (not only consumers) hold around a particular market object. Drawing on his research into the sociology of the customer experience, Markus Giesler will lead participants through a set of cultural cases and exercises designed to sharpen their experience design skills. Participants will walk away with their own cultural experience design toolkit, the M.I.N.T. routine, and new ways for monitoring, inverting, naturalizing, and transforming experience culture.
12:00 – 1:15 Lunch
1:15 – 1:30 Afternoon Activity
1:30 – 3:00 Using Artificial Intelligence and Blockchain to Unlock the $3 Trillion Mobile Economy
Anindya Ghose, New York University
Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than $3 trillion mobile economy. This two-way exchange can benefit both customers and businesses. Based on his best-selling book, TAP: Unlocking the Mobile Economy, Anindya Ghose will present how firms can harness the nine forces shaping the mobile economy, resolve consumer behavioral contradictions, and delight consumers – all at the same time – with a mobile strategy. Attendees will learn how to use tools from AI and data from smartphones to create value for firms and consumers. Drawing on global case studies, Anindya will share best practices of mobile marketing campaigns and will explore how mobile trends are shaping an emerging battle between telecom players, media firms, and platform companies. Anindya will also discuss how new technologies like blockchain will influence and shape digital marketing.
3:00 – 3:30 Break
3:30 – 5:00 Sustaining Motivation in Customers, Employees, and Yourself
Szu-chi Huang, Stanford University
Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions. Together, we will identify the needs that drive you, your employees, and your customers; how these needs could be activated; and how these needs change dynamically over time. Through this session, you will learn valuable skills to motivate others, stay motivated yourself, and reach greater goal success.
5:00 – 5:30 Reflections and Closing Remarks
5:30 – 6:00 Break
Please take this time to visit your rooms and prepare for the evening activity and dinner
6:00 – 7:00 Group Trolley Tour
Please meet in the hotel lobby to depart promptly at 6:00 p.m.

Reception and Dinner in Boston
Legal Test Kitchen
225 Northern Ave.
Boston, MA 02210

8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Morning Activity
9:15 – 10:45 The New Social Age: Business (and Policy) in the Age Social Influence
Sinan Aral, Massachusetts Institute of Technology
The convergence of social media networks, machine intelligence, and smart mobile technology has launched the “New Social Age”, in which we are inundated by machine curated, persuasive, digital social signals. The New Social Age has already generated tremendous disruption in our democracies, our economies, and our public health. Whether we are interested in knowing if Russian interference changed the outcome of the U.S. presidential election or how to measure the returns to digital marketing, the key to understanding how the Social Age works is our ability to measure and manage causal behavior change in large scale digital social media networks. In this talk, Sinan Aral will survey empirical approaches to causal inference in networks and describe a series of large-scale randomized experiments and causal observational studies of peer influence to explore the behavioral dynamics catalyzed by peer effects (social spillovers in human behavior and opinion formation). He will discuss implications of digital peer effects for the spread of fake news, bias in online ratings, social advertising, human health interdependence, and the ability to generate cascades of behavior through peer to peer influence in networks.
10:45 – 11:15 Break
11:15 – 12:45 It’s Time for Happiness
Cassie Mogilner Holmes, University of California, Los Angeles
Consumers want to be happy, and marketers want to connect with their consumers through this fundamental emotion. Cassie Mogilner Holmes will share the past decade of research illuminating the nature of happiness to reveal the critical role of time. This session will show the value of focusing on time (vs. money), optimal ways to spend time, and how happiness is shaped by one’s time in life. These insights will not only inform you how to engage your consumers more effectively, but they can also be applied to your own life to hopefully boost your happiness.
12:45 – 1:00 Concluding Remarks

Hotel Accomodations

MSI has secured a block of rooms at the W Boston at a discounted rate of $319 per night for a single or double room. In order to secure a room at the group rate please book online here, or contact the W at (877) 946-8357 and reference MSI Immersion Conference 2018 when booking.

Availability and the discount for rooms can only be guaranteed until Monday, August 20th, so please make sure to book your accommodations early.

W Boston
100 Stuart St.
Boston, MA 02116

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