2022 MSI Analytics Conference – Speaker Bios

At a time of increasing sophistication in analytics methods, MSI member companies are experiencing challenges from disruptive changes in data they have available for managing their marketing activities.  The core problem is that firms find themselves unable to observe some key variables, creating problems in targeting, attribution modeling, marketing mix modeling, and channel optimization.

• In some cases, these data problems are due to changes in the external environment – new privacy regulation or changes in the preferences and behavior of their customers.
• In other cases, the data problems arise because firms are changing their business models to capitalize on opportunities created by these marketplace changes – for example, changing their channel mix to be more direct-to-consumer (DTC) or adding channel partners who were not previously part of their business strategies.
• Firms are also updating their assessments of the reliability of established analytics methods – for example, about how to measure the effects of their marketing activities.

These altered business conditions leave analytics professionals less confident of their ability to rely on conclusions from data collected before these “regime shifts.”  This program will feature academic and industry experts describing the disruptions, the data challenges, and how they are creating opportunity from those challenges.