May 18-19, 2022 


Analytics Conference: Data Challenges from Business Disruption – Solutions and Opportunities

MSI’s annual industry-leading symposium for analytics leaders, data scientists, and top researchers. Scheduled to take place May 18-19 in Chicago, IL at the University of Chicago – Gleacher Center.

Please be sure to login to your account or contact to register

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.

To register: Contact

Agenda Description

8:00 – 8:45 a.m. Registration and Networking Breakfast
8:45 – 9:00 a.m. Welcome and Introductions
9:00 – 9:30 a.m. Future-proof Your Marketing Strategy in a Privacy-First World
Kevin Hartman, Chief Analytics Evangelist, Google
9:30 – 10:00 a.m. BEAT Unintended Bias in Personalized Policies
Eva Ascarza, Associate Professor, Harvard Business School
10:00 – 10:30 a.m. Break
10:30 a.m. – 11:00 a.m. Solutions to Informational Challenges in Omnichannel Marketing
Sriram Venkataraman, Professor of Marketing, University of North Carolina
11:00 – 11:30 a.m. Panel: Analytics When Changing Channels
Andrew Doyle, Global Lead, Business Analytics & Intelligence, Elanco, Darrell Jursa, Vice President, Global Media Enablement, IRI & Scott McDonald, President & CEO of the Advertising Research Foundation
11:30 a.m. – 1:00 p.m. Lunch with Speakers
1:00 – 1:30 p.m. Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement
Brett Gordon, Professor of Marketing, Kellogg School of Management
1:30 – 2:00 p.m. Transforming Sales and Marketing Culture with Data
Brian Cooper, Vice President; Data, Demand, and Digital, Juniper Networks
2:00 – 2:30 p.m. Break
2:30 – 3:00 p.m. The Value of Descriptive Analytics
Ayelet Israeli, Associate Professor, Harvard Business School
3:00 – 3:30 p.m. Fireside Chat: Building an Analytics Culture
Martyn Crook, Vice President People Analytics, UnitedHealth Group & Vipin Gopal, Chief Data Analytics Officer, Eli Lilly
3:30 – 4:00 p.m. Wrap Up
4:00 – 5:00 p.m. Networking Reception
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 a.m. Opening Remarks
9:15 – 9:45 a.m. Panel Discussion: Analytics – Challenges and Solutions in Service Industries
Pablo Azar, Senior Vice President, PNC Financial Services & David Torgerson, Vice President of Enterprise Analytics, Sentara Healthcare
9:45 – 10:15 a.m. The Impact of Ad-Blockers on Online Consumer Behavior
Vilma Todri, Assistant Professor, Emory University
10:15 – 10:45 a.m. Break
10:45 – 11:15 a.m. Can Search Forecast Category Demand?
Michael Heberle, Chief Analytics Officer, Kinesso
11:15 – 11:45 a.m. A Scalable Recommendation Engine for New Users and Items
Carl Mela, Professor of Business Administration, Duke University
11:45 a.m. – 12:00 p.m. Closing Remarks

InterContinental Chicago

Hotel Accommodations

If you would like to stay at the InterContinental, Chicago please contact the hotel directly by calling 1-312-321-8895 and request to reserve accommodations under the MSI Analytics Conference.

Intercontinental – An Iconic Hotel on Chicago’s Magnificent Mile

505 N. Michigan Ave
Chicago, Illinois 60611

Can’t Miss Speakers

Hear industry and academic experts address the full range of questions, opportunities, and challenges. Speakers attend the entire conference and are always available for questions and deeper discussion during breakouts.

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