Apr 3, 12:00 AM UTC 


Spring 2019 Trustees Meeting: Right Channel, Right Content, Right Time


The proliferation of channels creates both challenges and opportunities to reach customers with the right message at the right time. Please join us for our Spring 2019 Trustees Meeting where B2B and B2C marketing leaders and academic experts will address these and related questions.

  • How can you facilitate search and create seamless experiences across multiple channels?
  • How do consumers form platform and channel preferences?
  • Which promotions best align with which channels?
  • What types of data and analytics are needed to personalize, target and time messages? How can (should) manufacturers and retailers cooperate in these efforts?
  • How can causal models improve attribution and determine the effectiveness of different channels and content?
  • What are the roles of marketing and technology in salesforce enablement?

MSI’s semi-annual Board of Trustees meetings are a unique benefit of MSI membership. For many Trustees, these are “must-attend” events—a welcome opportunity to recharge, connect with marketing peers, and take in new ideas and marketing insights. Board of Trustees meetings are developed around broad themes that are relevant across industries and company roles. MSI Board of Trustees meetings are “sales free” events where top marketers and academic experts share their knowledge, experience, and insights, and attendees benefit from a rich learning and networking experience. Trustees meetings are open only to Trustees from MSI member companies or their designates. You must be logged in to register.

If you are interested in attending, please email kate@msi.org .

Agenda Description


Please note that this Agenda is for planning purposes only and is subject to change. Please check back soon for additional information.

12:30 – 5:00 p.m. MSI Executive Committee Meeting
For members of the committee
6:30 – 8:00 p.m. Marketing Science Fair, Event Registration & Welcome Cocktail Reception
MSI will be hosting a welcome cocktail reception on Wednesday evening. This will be a chance to meet other corporate and academic attendees, check out new academic research, and check in for the event.

  • Trickle-Round Signals: When Low Status Is Mixed with High
    Silvia Bellezza, Columbia University
    While trickle-down theories suggest that fashion starts with the elites and moves downward, some high-end restaurants serve lowbrow food like potato chips or macaroni and cheese, and some fashion trends are poached from blue-collar workers before they become popular. When and why do high-status individuals adopt items associated with traditionally low-status groups? We use a signaling perspective to explain this phenomenon, demonstrating that highs adopt some items associated with low-status groups to distinguish themselves from middle-status individuals. Emulating low-status groups is risky and costly for middles, and, as a result, adopting such items grants distinction to the elites. Further, the presence of multiple signaling dimensions facilitates this effect, allowing highs to mix-and-match items in a way that differentiates them from lows. These findings deepen our understanding of signaling dynamics, support a trickle-round theory of fashion, and shed light on alternative status symbols.
  • The Effect of Duration Metrics on Consumer Satisfaction
    Tari Dagogo-Jack, Boston College
    In an increasingly time—and attention—scarce world, companies must effectively manage consumers’ expectations about the time costs involved in consumption-related activities. Accordingly, many marketers in time-intensive industries have begun providing consumers with duration metrics—information about how long people typically spend on a given activity (e.g., reading news articles). How does such information actually influence consumers’ engagement and satisfaction? Tari Dagogo-Jack will present findings from media website engagement data and controlled laboratory experiments suggesting that setting higher expectations for time expenditures can increase satisfaction and word-of-mouth.
  • Break Through the Clutter and Promote Persuasion
    Daniella Kupor, Boston University
    Marketers fiercely compete to motivate consumers to click on their advertisements in order to nudge them along the path to purchase. When marketers urge consumers to learn more about the products they promote, they often have the option to highlight aspects of those products that have either changed, or that have longevity. Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more. She will provide findings from an online field experiment as well as controlled lab studies that demonstrate how these findings can be applied across a range of domains.
  • Organizational Buying and Innovation Adoption Under Share of Wallet Contracts
    Navid Mojir, Harvard University
    B2B markets are typically characterized by organizational buying involving a buying center with multiple stakeholders (e.g., buyers, users) who have different preferences and costs. A common feature of pricing in B2B markets is the “share of wallet” contract, designed to induce and reward customer loyalty by offering discounts when a customer contracts and commits to buying more than a threshold share in the category from the supplier. We explore the impact of these contracts on purchasing decisions and how they can potentially speed up diffusion of innovation in the context of a medical device market. We also showcase how having a better understanding of internal dynamics of buying organizations could help with developing more efficient marketing strategies.
  • Love, Lies, and Money: Financial Infidelity within Romantic Relationships
    Hristina Nikolova, Boston College
    Romantic relationships are built on trust, yet when it comes to money, partners are not always honest about their financial practices—partners may hide spending, debt, and even savings and income from one another. Although financial infidelity is common among couples and has direct implications for consumption, it been largely ignored by marketing scholars. Hristina Nikolova will present her new work on financial infidelity in which she and her co-authors define what financial infidelity is and what types of behaviors fall under this umbrella term; develop and validate a 12-item Financial Infidelity Scale (FI-Scale) to assess individual variation in consumers’ financial infidelity proneness; and, most importantly, demonstrate the impact of financial infidelity proneness on consumer choices (e.g., preferences for discreet payment methods, non-descript product packaging, digital receipts, and stores). Hristina Nikolova will also discuss the practical implications of these findings for marketers and financial planners.
  • Understanding How Social Influence Affects Product Spread with Randomized Experiments
    Dylan Walker, Boston University
    Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything. Firms can first discover the role that social influence plays in diffusion of their products or services and leverage it with carefully designed networked randomized controlled trials. This work features prominent examples and key insights from several networked RCTs and the broader testing design and analysis strategies that can be generalized to firm-specific contexts.
  • Online Reputation Management
    Georgios Zervas, Boston University
    With the increasing impact of online reviews on consumer decision making, what can firms do to manage their online reputations?
  • AGC Winners
    Dafna Goor, Harvard University – “Branding in the New World: How Luxury Consumption, Social Comparison, and Brand Secrecy Impact Symbolic Consumption”
    Tesary Lin, University of Chicago – “Measuring Intrinsic and Instrumental Preferences for Privacy”
8:00 – 9:00 a.m. Registration and Breakfast
9:00 – 9:15 Welcome and Introductions
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute
9:15 – 9:45 Getting Multichannel Distribution Approximately Right
Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business. Channel partnerships, product lines, pricing, and promotional incentives all naturally trend toward more complexity. Kusum Ailawadi will present seven pointers for navigating this complexity spanning metrics, tools, and a couple of cautions.
9:45 – 10:30 Demystifying AI in Healthcare: Beyond the Hype
Dusty Majumdar, Managing Director, DeepRx
With a number of legacy med-tech firms, tech companies and start-ups jumping into the fray to “transform” and “disrupt” healthcare with AI, AI in healthcare continues to reside at the top of the Gartner hype-cycle.  However, a series of stumbles through over-zealous claims and irrational extrapolation of big data from major players, have left many healthcare stakeholders befuddled and skeptical about the relevance of this approach in bringing better outcomes and lowering costs in healthcare.  In this talk, Dusty Majumdar will critically examine some recent misfirings with positioning AI in healthcare and how organizations can learn from the past to create the relentlessly relevant AI-based healthcare solutions that actually bring more of the much-needed humanity back into healthcare.
10:30 – 11:00 Break
11:00 – 11:30 Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?
Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability. Anne Coughlan will apply a channel-analytic lens to this problem, identifying what “omni” does (and does not) mean and the implications of a pure “omni” approach for the brand’s overall distribution channel strategy and success. This lens suggests a balanced assessment of the pros and cons of an omni-channel, omni-marketing strategy – leading to a more nuanced guideline for “going omni” in the channel strategy space.
11:30 – 12:00 p.m. Investigating Cross-Site Relationship Dynamics on the Path to Purchase
P.K. Kannan, University of Maryland, College Park
Consumers’ online decision journey involves many touches and channels as they as they search for, consider, and evaluate competitive offers before they make a purchase. In this journey, they may visit many websites, some competitive and some complementary, which may either reduce or increase the chances of the consumers visiting and/or converting at a focal firm’s website. P.K. Kannan will describe a study that proposes a general framework to model online customers’ website visits and conversions considering the cross-site/cross-channel relationship dynamics. Applying the model to the hospitality industry, he will show that overlooking the dynamic relationship between hotel chains’ and online travel agencies’ websites may bias managerial metrics and lead to suboptimal managerial decisions.
12:00 – 1:00 Lunch
Topic-specific lunch tables are available on a first come first served basis. Tables include:

  1. Yakov Bart, Northeastern University – Social Media and Connected Consumers
  2. Alexander Chernev, Northwestern University – Running Meaningful Field Experiments
  3. Peter S. Fader, University of Pennsylvania – Customer Centricity/Valuation
  4. Henrik Hagtvedt, Boston College – Sensory Marketing
  5. Gary Lilien, Pennsylvania State University – B2B Innovation
  6. Koen Pauwels, Northeastern University – Marketing Attribution and Analytics
  7. Shuba Srinivasan, Boston University – Path to Purchase
1:00 – 1:30 Dessert, Coffee & Networking
1:30 – 2:00 Unlocking the Customer Value Chain
Thales S. Teixeira, Harvard Business School
Today’s most threatening digital disruptors are stealing customers by using innovative messaging and sales channels to reach established businesses’ customers. Harvard professor Thales Teixeira will show how this is occurring, with examples from retail, consumer goods, healthcare, financial services, pharma, industrials, education and transportation. He will also discuss effective ways to respond to this new wave of digital disruption attacking the customer value chain.
2:00 – 2:30 A Brand Journey
Anne Rivers, Managing Director, BAV Group
Deborah DeGenova, Global Consumer Solutions Business Manager, Dow DuPont Company

There is a lot of talk about customer journeys, but how do you plot a brand journey? DuPont’s iconic brands, KEVLAR, Corian, Tyvek, DuPont have had amazing success in the past decades. They are all about to expand into unchartered territory with consumers. After considering KEVLAR’s positioning and where it has permission to grow across 3500 consumer brands, we have mapped a plan forward for the brand to create products to build their relationship with the consumer and acquire new customers. Building the right product, for the right target and communicate effectively is KEVLAR’s development challenge.
2:30 – 3:00 Super Bowl Advertising: What makes for Right Content?
Satya Menon, EVP, Kantar’s Analytic Practice, Kantar
Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar

Super Bowl Sunday is not only the most awaited night in NFL football but perhaps the pinnacle of advertising as the largest audience is available to advertisers; with the highest cost to secure a spot in the industry, it is critical for advertisers to make sure their ads deliver in the best way possible so they pay off. Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, the team will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
3:00 – 3:30 Break
3:30 – 3:45 Reflections from Industry: Marketing Science in Practice
David F. Poltrack Chief Research Officer, CBS and President of CBS Vision
3:45 – 4:15 Becoming a Data Maker
Eleanor McDonnell Feit, Drexel University
A/B testing and other randomized marketing experiments allow you to collect exactly the data you need to answer a marketing question, making them a vital part of the marketers toolkit. Experiments can be used to select copy for a website, assess the ROI of a catalog campaign, and compare pricing strategies. In this talk, Elea Feit will discuss how the ideal design of a marketing experiment depends on the goal of the marketer doing the experiment.
4:15 – 4:45 Moving Beyond Data and Analytics: Getting to an Insight Culture
Liam Fahey, Partner, Leadership Forum
Why is it that abundant data and increasingly sophisticated analytics so often fail to generate genuine insight that enables marketers to make a real difference in how the organization thinks, decides and acts? One answer revolves around the absence of an insight-driven culture. Liam Fahey will describe some of the key elements of an insight-driven culture and how it enables marketers to be far more influential in their organizations, ensuring the right channel, right content and right time for marketing and customer engagement.
4:45 – 5:00 Executive Committee Report & Reflections from the Day
Carl Mela, Duke University and Executive Director, Marketing Science Institute
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
5:15 – 6:00

B2B Breakout Session
Come hear more from MSI’s new Academic Trustee, Gary Lilien (Pennsylvania State University). Gary will share his perspectives on how MSI’s research priorities and benefits align with top B2B issues in practice and academia. Gary and the MSI leadership team will also share specifics on how to take advantage of the MSI network if you’re a B2B member. This reception will include a short presentation, drinks and a networking reception.

Academic Trustee/Executive Directors Council Meeting
For members of the committees

6:00 – 8:00 Networking Reception


8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Opening Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
9:15 – 9:45 How to Win in a Fluid Channel World
David Bell, Co-Founder, Idea Farm Ventures
Customers move seamlessly between online and offline engagement with brands and their expectations in regards to frictionless and value-add encounters have never been higher. A key driver of these elevated expectations is the so-called “Millennial Psychographic”; these expectations extend beyond those held by the demographic cohort—already the largest in history—and serve to shape those held by the demographic generations that precede and follow. David Bell will offer a practical 4-Pillar, 12-Step framework for how brands can win in a world of fluid channel engagements. The framework is based around David’s upcoming book on Winning in the Digital Economy and his experiences over the last ten years as both a digital economy researcher and prolific seed investor.
9:45 – 10:15 Connecting with the Right Customer with the Right Message at the Right Time: U.S. Pharma Perspective
Kartik Shukla, Sr. Director, Marketing IV Iron Franchise, Daiichi Sankyo, Inc.
10:15 – 10:30 Break
10:30 – 11:00 Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes
Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola Company
11:00 – 11:30 If Measurement Isn’t Your Top Strategic Priority, Here’s Why It Should Be
David Kaul, Director of Measurement & Analytics, Google, Inc.

Marketers must deliver more personalized, measurable experiences in a responsible way to drive business growth. In this session, David Kaul aims to educate attendees on the implications of original research done with Bain & Company and BCG. The presentation will also include measurement practices of today’s leading marketers, as well as a leave behind that allows attendees to self-assess, receive a follow up playbook, and follow subsequent events to keep up with industry best practices.

11:30 – 12:00 p.m. Wrap Up & Concluding Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute

Hotel Accomodations

Fairmont Copley PlazaMSI has secured a block of rooms at the Fairmont Copley Plaza at a discounted rate of $339 per night for deluxe accommodations. In order to secure a room at the group rate, please book online here or contact the Fairmont directly at (617) 267-5300 and reference the MSI Board of Trustees Meeting when booking. MSI’s discounted rate expires on Tuesday, March 12th. Be sure to book ASAP for the best rates.

Fairmont Copley Plaza
138 St James Ave
Boston, MA 02116

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