Conferences
MSI 2024 Immersion Workshop: Comparing the Value of Field Experiments and Statistical Models for Strategic Analytics
Save the date for MSI’s annual Immersion Workshop – Wednesday, September 18, 2024. In-Person: 432 Park Ave. So, 4th Floor, NYC | Livestream
Elevate your marketing expertise at the MSI Immersion Workshop. Engage with industry leaders and marketing scholars in a dynamic exploration of the pros and cons of various techniques and how different methods can be utilized for decision-driven analytics.
IMMERSION WORKSHOP KEY BENEFITS:
- Refine your strategic approach and enhance your practical skill set
- Acquire advanced insights into the applicability of open-source marketing performance modeling techniques
- Explore alternative perspectives and methodologies
- Network with leading industry professionals and world-class academics
WHO SHOULD ATTEND:
- Mid to senior-level professionals in the marketing and analytics fields.
- Marketing Directors and Managers: Individuals who are responsible for strategic decision-making and need to understand the implications of different analytics techniques.
- Data Scientists and Analysts: Professionals who apply data models and experiments in their work and can benefit from understanding the comparative advantages and limitations.
- Marketing Strategists: Those who are involved in planning and executing marketing campaigns and need to leverage advanced analytics for better outcomes.
- Business Intelligence and Performance Measurement Specialists: Experts who focus on measuring and improving marketing performance through various analytical methods.
The 2024 Immersion Workshop is included in MSI Corporate Membership.
Unable to travel? Contact msi@msi.org to register for the streaming option.
The in-person workshop will be held at the Advertising Research Foundation: 432 Park Ave S., 4th Floor, NYC
Wednesday, September 18, 2024
1:15 – 1:30 pm Registration
1:30 – 1:45 pm Welcome & Opening Remarks
Tulin Erdem, Leonard N. Stern Professor of Business and Professor of Marketing, New York University; Executive Director, Marketing Science Institute;
Scott C. McDonald, President and CEO, Advertising Research Foundation
1:45 – 2:30 pm A Debate: Has the value of experiments to measure incrementality been overstated?
Moderator: Robert Moakler, Research Scientist, Meta
Panelists: Karen Chisholm, Director Transformation Analytics, Pernod Ricard; Milad Doostan, Senior Data Scientist, Pinterest; Brett Gordon, Charles H. Kellstadt Professor of Marketing, Northwestern University; Brian Hill, Director of Data Science, Altria; Koen Pauwels, Associate Dean of Research and Distinguished Professor, Northeastern University
Panelists will discuss:
- Approaches: Evaluating the reliance on experiments versus alternative perspectives
- Measurement Discrepancies: Investigating differences between econometric/machine learning (ML) models and randomized experiments, highlighting their respective benefits and problems, emphasizing practical examples and real-world implications.
- Research Disparities: Highlighting differences between econometric/ML models and randomized experiment results, raising questions about the predictive validity and real-world business outcomes of these models.
- Integration: Discussing how experimentation and data modeling can be combined to create a synergy of techniques
2:30 – 2:45 pm Q&A Session
2:45 – 3:00 pm Coffee Break with Speakers
3:00 – 4:30 pm A Demonstration: Open-Source Marketing Models and Advanced Experimentation Tools
Rick Bruner, CEO, Central Control
Logan Smith, Marketing Science Partner, Meta
Presenters will share the latest open-source tools designed to enhance marketing performance measurement systems. They will guide you through hands-on experience, demonstrating how to apply these tools to address strategic and marketing challenges. The presenters will also explain how companies can get started with open-source platforms and will be available to answer questions about integrating related software products into your company’s operations.
4:30 – 5:30 pm On-site Networking Reception
