Tuesday, May 7  

10:00 – 11:00 a.m. Registration & Breakfast

11:00 – 11:30 a.m. Welcome and Introductions

John Lynch, University of Colorado Distinguished Professor and Executive Director, Marketing Science Institute & Sherry Pincus, Managing Director, Marketing Science Institute

11:30 a.m. – 12:00 p.m. Decision-Driven Analytics
Stefano Puntoni, Sebastian S. Kresge Professor of Marketing, University of Pennsylvania

Puntoni will discuss a novel strategic approach to data analytics called decision-driven analytics from his forthcoming book. Many businesses are overwhelmed by the sheer volume of data at their disposal. Starting with decisions at the center of the analytics process and working back to the data will bolster the quality of decision-making, improve collaboration between managers and data analysts, and foster an organizational culture that prizes the quality of decisions over ego or politics.

12:00 – 12:30 p.m. From Analytics to Business Architects  
Mary Beth Jowers, Vice President, Portfolio Strategy and Inna Kuvich, Director, Demand Strategy, Pernod Ricard

Analytics are knowledge powerhouses, but it can be difficult to unlock their potential in driving business performance. At Pernod Ricard US, marketing analytics has been key to major systemic changes in how our portfolio of brands are brought to life. Using advertising & promotion investments as an example, Kuvich and Jowers will discuss how focusing on designing solutions for specific business processes helped build a sustainable, impactful, strategy and analytics practice. They will talk about the importance of identifying the right use cases, designing mini-outputs for core cross-functional business owners, and focus on A&P planning and optimization.

12:30 – 1:30 p.m. Lunch with Speakers 

1:30 – 2:00 p.m. Bridging the Ad Measurement Gap Between Marketing and Engineering
Robert Moakler, Research Scientist, Meta

MSI members say that some of their biggest challenges are intra-organizational communication to decide on a marketing strategy, implement it, and evaluate its results. Implementing digital marketing involves implementing a marketing strategy via an IT platform created by software engineers. Moakler will discuss some of the gaps between marketing and engineering teams when tackling ad measurement. He will highlight specific measurement use cases that arise across teams and walk through how marketers and engineers view the world and might approach these problems. Attendees will come away with a high-level lens for how different teams view the complexities of digital advertising and how they can work better together.

2:00 – 2:30 p.m. Estimating the Long-Term Impact of Major Events: Evidence from COVID-19
Daniel McCarthy, Assistant Professor of Marketing, Emory University

McCarthy will share a flexible new way to understand the long-term effects on your business of major events that suddenly impact a firm’s entire customer base all at once. He shows an application of this method to a firm’s analysis of how the COVID-19 pandemic affected their customers in the short run and the long run. By looking at the behaviors of individuals who first became customers at various times, he measures how the COVID-19 pandemic influenced customer behavior. In most categories, behavior has largely returned to “normal,” but there is significant variation for specific types of companies.

2:30 – 2:45 p.m. Networking Break

2:45 – 3:00 p.m. MSI Insights Exchange – Getting Involved
Olivia Lee, Community & Program Manager, Marketing Science Institute

3:00 – 3:30 p.m. Privacy-Compliant Durable Measurement
Divya Kaur, Vice President of Marketing Science, Kinesso

Within the privacy centric eco system, there is no measurement silver bullet. Brands need to use combination of technology solutions and measurement approaches to build durable Digital Technology and Analytics framework that caters to cross functional business objectives within the organization. This session will cover best practices for building a long term digitally responsible D&T strategy and measurement roadmap to fuel business outcomes.

3:30 – 4:00 p.m. Privacy-Compliant Incrementality Testing with Data Clean Rooms
Isaac Dinner, Director of Marketing Analytics, Indeed

Designing customer level experiments to measure the incremental impact of advertising on new customers remains surprisingly challenging, and is exacerbated by privacy considerations. This session will show how Indeed uses data clean rooms to create private and secure conditions for randomized control trials and quasi-experiments. This session will also dig into the nuances and limitations of common measurement setups.

4:00 – 4:30 p.m. Reflections on Day 1
Wendy Moe, Dean’s Professor of Marketing, University of Maryland

4:30 – 4:45 p.m. MSI Executive Director Service Award Presentation

5:00 – 6:30 p.m. Networking Reception On Site, Oceanic Suite, Ronald Regan Building and International Trade Center
This welcome reception is a chance to meet the speakers and other attendees.
 

Wednesday, May 8                                                                           

9:00 – 10:00 a.m. Breakfast  

10:00 – 10:15 a.m. Opening Remarks

John Lynch, University of Colorado Distinguished Professor and Executive Director, Marketing Science Institute

10:15 – 10:45 a.m. Understanding Purchase Journeys Using AI
Liye Ma, Associate Professor of Marketing, University of Maryland

Consumers leave fine-grained digital footprints through their frequent interactions with companies. The large-scale and often unstructured data contain valuable information about purchase preference and intent. Ma will discuss how advanced machine learning and Artificial Intelligence methods can be used to extract insights from such data and to refine our understanding of customer purchase journeys.

10:45 – 11:15 a.m. Balancing User Privacy and Personalization
Malika Korganbekova, Doctoral Student, Northwestern University

Privacy restrictions imposed by Safari and Chrome limit the quality of individual-level data used in personalization algorithms. Korganbekova investigates the consequences of these restrictions on consumer, seller, and platform outcomes, finding that they disproportionately hurt price responsive consumers and small/niche product sellers. She proposes an approach – a probabilistic recognition algorithm – that mitigates welfare and revenue losses, striking a balance between privacy and personalization.

11:15 – 11:45 a.m. Navigating the Post-Cookie Landscape at Google
Abhi Gupta, Senior Agency Measurement & Analytical Lead, Google

Gupta will discuss the impact of Chrome’s cookie deprecation on Google’s advertising ecosystem, and how Google is adapting to this paradigm shift.

11:45 a.m. – 12:15 p.m. Playing in Google’s Privacy Sandbox: Privacy-Centric Marketing After Cookies
Garrett Johnson, Assistant Professor of Marketing, Boston University

Learn about Google’s Privacy Sandbox alternatives to third-party cookies. In the face of cookie deprecation, firms are developing new Privacy Enhancing Technologies (PETs) that preserve many of the benefits of behavior-based ad targeting while preserving individual user privacy. Johnson will discuss insights from his Privacy Sandbox adoption dashboard and early results from Google’s industry-wide experiment. He will also share questions that every marketing leader should be asking their vendors to prepare for a future without cookies.

12:15 p.m. Adjourn

Keith Smith, Research Director, Marketing Science Institute