Apr 14, 12:00 AM UTC 


Spring Board of Trustees Meeting: Understanding Customers in a Digitized World


**Registration at this conference is limited to members of the MSI Board of Trustees. 

As technology continues to transform the path to purchase and delivery channels, companies are creating new ways to reach, and offer value to, “always on” consumers. Join us as we explore what we’ve learned about how consumers think, feel, and act in the digitized world—and what is new and evolving.

  • How can marketing influence the decision processes of “smarter”—but ever-more-distracted—connected consumers?
  • To what extent are the benefits of the “smart life” enabled by the IOT offsetting consumer privacy concerns?
  • What is the impact of mobile monitoring “feedback” on consumers’ purchase and decision making habits?
  • How does digitization enable new opportunities for firms to create value for customers “beyond the product”?
  • How are subscription services, and other new delivery channels, changing purchase patterns?
  • How do you create and measure successful content in a digitized world?

If you are an MSI member but not a trustee, please contact Kate Grey if you are interested in attending.

Agenda Description

Click here for a PDF copy of the agenda.

7:30 – 8:30 a.m. Registration and Breakfast
8:30 – 9:00 Welcome and Introduction
Marni Zea Clippinger, President and Chief Executive Officer, Marketing Science Institute, Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute and Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:00 – 9:45 Consumer Decision Making in the Age of Nearly Perfect Information: Implications for Marketers
Itamar Simonson, Stanford University
How are the Internet, emerging technologies, and social media platforms transforming the ways consumers make decisions and evaluate product and service quality? Itamar Simonson will offer new insights and will explore their far-reaching implications for marketers, including the role of brands, loyalty, positioning, and market research. He will present a framework that can help marketers understand which product and service categories are most influenced by these changes and and how marketers need to adapt with them.
9:45 – 10:30 The Impact of TV content on Digital Behaviors
Shawndra Hill, Senior Researcher, Microsoft Research
Television continues to be a dominant source of both entertainment content and advertising exposure in North America. The typical American home contains as many TVs as it does people, and Nielsen reports that people spend more than 300 hours each month watching television. As a result, viewers are exposed to nearly 30 minutes of advertising content each day. It is widely known that viewers participate in other activities while watching TV like browsing the web and posting about TV content on social media. Shawndra Hill will discuss examples from her current research that aim to measure TV audiences and the impact of TV content on digital behaviors like online search, purchases and Tweets.
10:30 – 11:00 Break
11:00 – 11:45 Why Is It So Hard to Get Social Media to Work?
Catherine Tucker, Massachusetts Institute of Technology
Why is it so difficult to create advertising that people are willing to share with their friends? Based on analysis of recent field tests on YouTube and Twitter, Catherine Tucker will discuss the challenges to marketers seeking to create branded content that will be shared by social media users, particularly those propagators who share other noncommercial content.
11:45 – 12:30 p.m. Data Lakes Demystified: Generating Insights from Integrated Multi-Source Data Structures
Norbert Wirth, Global Head of Data and Sciences, GfK
Leveraging multiple sources of market and consumer data provides a significant opportunity to holistically analyze consumer behavior. Ingesting structured and unstructured, aggregated and highly granular data is not an easy exercise though. With data integration being a commonly misunderstood necessity in a world of ubiquitous consumer data, it’s overdue to be demystified. Norbert Wirth will discuss what it takes to set up a Data Lake, and demonstrate how different levels of data integration can lead to a holistic view of the consumer experience.
12:30 – 1:45 Lunch
1:45 – 2:30 Marketing Interfaces: Consumer Behavior in the Evolving Digital Environment
S. Adam Brasel, Boston College
The ways that consumers interact with media is undergoing massive change: moving from computer mice to touchscreens and speech interfaces, and moving from a monomedia focus to simultaneous media multitasking. This changes what people see, choose, feel, and remember; our understanding of consumer behavior needs to be updated to reflect this new media environment. Based on experimental research, Adam Brasel will explore how understanding new marketing interfaces, such as touchscreens and media multitasking, can be just as important as understanding the content they are used to access.
2:30 – 2:45 Unveiling of 2016-18 Research Priorities
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
2:45 – 4:00 Breakout Sessions: Digging Deeper on the Priorities
Please refer to Breakout Session Handout in your Conference Packet for details.
4:00 – 4:15 Transition to Business Meeting
4:15 – 5:00 Trustees Business Meeting and State of the Institute
All Welcome
This meeting will include the nomination of new Trustees and reports from the Executive Committee Chair and the Executive Director.
5:15 – 6:30 Academic Trustees/Executive Directors Council Meeting
(for members of the Committees)
5:15 – 6:00 New Trustees Orientation Session
(for new Trustees, anyone new to MSI, and Trustees who want to learn more about how to help colleagues make the most of their MSI membership)
6:00 – 7:00 Networking Reception
7:00 Dinner
7:30 – 8:30 a.m. Breakfast
8:30 – 8:45 Opportunities for Collaboration
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
8:45 – 9:30 Digital Incubator: MillerCoors Journey to Marketing in a Digital Age
Dilini Fernando, Digital Innovation and Marketing Manager, MillerCoors
With the rapidly evolving digitization of the marketplace, companies are experimenting with new ways to create value for consumers and shoppers. Dilini Fernando will describe her work leading the MillerCoors Digital Incubator, a pipeline of experimentation designed to identify and test new tactics and technologies that will reach consumers, grow sales and create scalable solutions for the organization. She will discuss how her group is harnessing technology to meet growing consumer demands around personalization, social connections, and on-demand convenience.
9:30 – 10:15 Engaging Consumers in a Digitized World
Satya Menon, Managing Partner, Millward Brown Analytics and Joline McGoldrick, Vice President – Insights, Millward Brown Digital
Satya Menon and Stephen DiMarco will examine how marketers are successfully engaging consumers with context-based marketing in a variety of digital formats and platforms. What are the principles that are key to create persuasive advertising in the digitally connected world? How can we get an early sense of whether these new formats are getting traction among consumers? They present examples and case studies to illustrate our understanding of new and emerging ways to market to consumers.
10:15 – 10:30 Break
10:45 – 11:45 Panel Discussion: Navigating the New World of Content
11:45 – 12:00 p.m. Concluding Remarks
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute

Hotel Accomodations

Unfortunately, MSI’s group rate for this event has expired. Please call the Taj Boston at (617) 536-5700 and mention Marketing Science Institute/T Meeting to obtain the best rate available.

Taj Boston
15 Arlington Street
Boston, MA 02116
(617) 536-5700

**Hotel Group Cancellation Policy is 48 hours prior to check in date. Please cancel 2 days prior to your arrival to avoid cancellation fees.**

Guests may check into the hotel after 3:00 p.m. on the arrival date and checkout of the hotel no later than 12:00 p.m. Luggage storage is available at the hotel.

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