Past Webinars

Value, Proposition, Differentiation.

  • July 31, 2019

    Fit and Authenticity in Sponsorship and other Horizontal Marketing Partnerships

    T. Bettina Cornwell, University of Oregon

    No offense intended, but brand communications can be boring. Sports, the arts, and music can be exciting, even captivating. In a content driven media landscape, it is not surprising that brands partner with their world to tell stories, to communicate their values, and to ride the wave of excitement. How though to find the best partner for this adventure? In this Lunch Lecture @ MSI guided by Bettina Cornwell, we will begin with the popular idea that brands should fit or be congruent with that which they sponsor—the “running shoe-running event” maxim. As an alternative to fit, we will discuss authenticity in partnerships- why you want it, how you measure it, and what it gives you. This thinking can be applied in sponsoring, brand placement, endorsements, and internal marketing⁠—and is just as relevant for a cycling team or charity as it is for a Fortune 500 company.​

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  • June 27, 2019

    Test & Learn: Systematic Process to Validate Results and Performances

    Michael Cohen, Marketing Evolution and Elea Feit, Drexel University

    ​Marketers have increasing responsibilities to provide accurate marketing performance and customer behavior insights. Developing a deep knowledge of the necessary data to be evaluated, ensuring data representativeness, and setting data quality standards are key attributes to become a data champions. This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.

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  • June 13, 2019

    Why Digital Goods Are Valued Less Than Physical Goods

    Carey Morewedge, Boston University

    Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good. In this Lunch Lecture @ MSI, Carey Morewedge will discuss results of several experiments to understand why and when happens. Using a variety of measures of value, he and his colleagues find that physical rather than digital goods garner a stronger association with the self (i.e., psychological ownership) that underlies the greater value ascribed to physical goods. Three additional studies demonstrate that people also view the theft of digital goods to be less morally blameworthy than stealing comparable physical goods. These findings show how features of objects influence their capacity to garner psychological ownership before they are acquired, and provide theoretical and practical insights for the marketing, psychology, and economics of digitization.

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  • May 14, 2019

    Consumers Make Joint Decisions All The Time… What Should Marketers Do Differently?

    Hristina Nikolova, Boston College

    Consumers make a lot of joint decisions on a daily basis, such as choosing to buy a car or house with their spouses, making business decisions with their coworkers, or simply selecting restaurants or vacation places with a friend. But when choosing jointly, are consumers likely to make the same choices they would if they were alone? Hristina Nikolova will discuss research which suggests that the answer may depend on the gender composition of the group, and offer insights about how marketers can use these findings. The webinar will also feature a discussion of other key insights from Hristina Nikolova’s joint decision-making research.​

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  • May 1, 2019

    Challenging the Marketing Status Quo

    David Gal, University of Illinois at Chicago

    Why do businesses fail to adapt as circumstances evolve? What are the forces that prevent organizations from changing and how can they be overcome? Though these questions are fundamental, surprisingly little serious attention has been paid to them. The social science literature often makes the case that individuals and institutions alike suffer from a status quo bias, yet such an answer doesn’t provide an explanation, but simply restates the problem. Why is there a tendency to maintain the status quo? Why is change so hard? These questions are particularly critical for marketers who must respond to shifting customer preferences, a dynamic marketing environment, and technological changes. In this webinar, we will draw on lessons from the history of warfare, business, and science to identify the forces that serve to protect the status quo and how these forces can be overcome.

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  • April 16, 2019

    Designing Consumer AI

    Markus Giesler, York University and Stefano Puntoni, Erasmus University

    ​From Amazon’s Alexa to Spotify playlists and from Roomba’s smart vacuum to Facebook’s wall, artificial intelligence is found in a growing number of consumer products and services. But what fears preclude consumers from adopting AI and how can managers successfully address them? Stefano Puntoni and Markus Giesler will discuss their research which suggests that the answer may depend on studying the psychology and consumer culture of artificial intelligence, and offer insights into how marketers can create trusted and captivating AI consumer experiences.

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  • February 13, 2019

    Best of MSI - Sustaining Motivation in Customers, Employees, and Yourself

    Szu-chi Huang, Stanford University

    Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions. Together, we will identify the needs that drive you, your employees, and your customers; how these needs could be activated; and how these needs change dynamically over time. Through this session, you will learn valuable skills to motivate others, stay motivated yourself, and reach greater goal success.

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  • January 31, 2019

    Best of MSI - It’s Time for Happiness

    Cassie Mogilner Holmes, University of California, Los Angeles

    ​Consumers want to be happy, and marketers want to connect with their consumers through this fundamental emotion. Cassie Mogilner Holmes will share the past decade of research illuminating the nature of happiness to reveal the critical role of time. This session will show the value of focusing on time (vs. money), optimal ways to spend time, and how happiness is shaped by one’s time in life. These insights will not only inform you how to engage your consumers more effectively, but they can also be applied to your own life to hopefully boost your happiness.

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  • January 24, 2019

    Best of MSI - Leading Mass Disruption

    Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company

    ​Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. Traditional mass media are continuing their steady decline, while digital media and ecommerce are increasingly dominating. This requires a reinvention of brand building - from wasteful mass marketing, to mass one-to-one brand building fueled by data and technology. This means for marketers to take control, get their ‘hands on keyboard’, and increasingly act as brand entrepreneurs. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.

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  • January 10, 2019

    Best of MSI - The Psychology of Innovation: Applications to Technology and Healthcare

    Stacy Wood, North Carolina State University

    The psychological side of innovation is a powerful, but often overlooked, factor in the successful launch and adoption of new products and services. This is especially true in the intersection of technology and healthcare. Stacy Wood will discuss new trends and her own research and will provide insight for managers in all industries.​

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  • December 13, 2018

    Analyzing Text, Images, Sales and Unstructured Data to Understand Consumer Preferences and Predict Trends

    Matt Dodd, Managing Partner, Kantar Analytics Practice

    ​The biggest errors happen when ‘you don’t know what you don’t know.’ This is how many brands are fast becoming irrelevant. Hear how Kantar Analytics uses their artificial intelligence toolkit (Social Text AI and Natural language - STAN), to help companies make sense of text, images, sales and other unstructured data, answer key business questions, and deliver business value.

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  • November 29, 2018

    Managing Multichannel (yes, MULTI!) Distribution

    Kusum L. Ailawadi, Dartmouth College

    ​While omnichannel is all the rage today, it does not supersede multichannel as a concept. From the perspective of upstream suppliers, multichannel issues are still the dominant concern. That is where conflict with channel partners develops. Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.

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  • October 30, 2018

    How Politics Can Influence Shopping Behavior

    Nailya Ordabayeva, Assistant Professor of Marketing, Boston College

    ​As conservative and liberal opinions have grown more divided, political affiliation is more central to consumers’ identities than ever before. The polarized political climate is impacting the marketplace, where consumers increasingly take a political stand through their actions and expect companies to do the same. In this charged environment, understanding how consumers’ political ideologies may influence their shopping behavior is important for marketers. Our research takes a step toward addressing this question. We find that conservative and liberal ideologies lead consumers to choose distinct products to differentiate themselves in the marketplace. Our findings show how and why political ideology produces divergent product preferences, and they offer insights into what marketers can do about it. In this webinar, Nailya Ordabayeva will explain the research and findings.

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  • October 16, 2018

    Triggering Behavioral Change: How to Make (and Break) Consumer Habits

    Jesse Itzkowitz, Vice President - Behavioral Science Center, Ipsos

    ​While many marketing strategies are centered around the careful consideration and comparison of products, consumers often choose automatically – without thoughtful evaluation. These routinized patterns of consumption (and purchase) are largely driven by nonconscious triggers (or cues) that drive us to behave in ways that have benefited us in the past.

    In this webinar, Jesse Itzkowitz will review how conscious behaviors become automatic. Then, using the Ipsos Habits Framework and best-in-class examples, he will show you how to create strong triggers that initiate automatic behavior and how to create powerful rewards to encourage repeated and routinized consumption after initial product use. The webinar will conclude with a framework for researching the key elements of consumer habits.

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  • October 2, 2018

    The Organic Growth Playbook

    Bernard J. Jaworski, Claremont Graduate University & Robert S. Lurie, Eastman Chemical

    Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth. In this step-by-step guide, Bernie Jaworski and Bob Lurie offer a novel approach to the most pressing and perennial challenge they face – organic growth. At the heart of their method are two simple but profound insights that reframe how managers should approach the challenge of growth. First, they show why companies must shift the focus from products and solutions to the entirety of the customer’s purchase process to identify the few, high-yield customer behaviors that truly drive growth. Second, they demonstrate how growth comes not from creating or owning a differentiated positioning in customers’ minds but from changing their behaviors at key stages in the buying process. Drawing on many years of work with clients and colleagues to hone and apply these insights, the authors provide an engaging and detailed exposition of the methods and tools teams can use to accelerate the growth of both new and existing products – in most cases, by a factor of 1.5-2.0x or more.

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  • September 20, 2018

    Eliminating Managerial Bias for High-End Products in Product Development

    Abbie Griffin, University of Utah

    Some customers are happy purchasing high-end products, even though they cost more. However, other customers are price-driven and will not consider high-end products. Indeed, many argue that the “Walmart factor” has overly sensitized both consumers and B2B buyers to high prices. One would think, then, that firms would be focusing more on developing “low-end” innovations, especially as lower-priced products could allow firms to better penetrate huge markets in developing countries that inherently cannot afford high-end products. However, our research finds that managers making product development selection decisions are biased against low-end, low-priced projects in favor of high-end, high-priced projects, even when there is no economic benefit to them. Given these biases, we suggest actions managers can take to overcome these biases.

  • August 29, 2018

    How to Succeed in Emerging Markets

    Jagdish Sheth, Emory University

    ​Emerging markets including China and India are the next growth opportunities for most products and services ranging from automobiles, appliances, and cell phones to banking and financial services as well as eCommerce and brick-and-mortar retailing.

    At the same time, many companies fail in emerging markets despite great brands and high-quality products. This is because it is the unbranded competition and unorganized retailers including faith-based institutions that control access to the market.

    This webinar will discuss eight marketing strategies for business success. They range from converting non-users into users, leveraging the new digital media, reverse brand cycle, and collateral fusion.

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  • August 8, 2018

    The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption

    Barbara Kahn, University of Pennsylvania

    Amazon disrupts everything it touches and upends any market it enters. In the era of its game-changing dominance, how can any company compete? We are just witnessing the start of the radical changes in retail that will revolutionize shopping in every way. As Amazon and other disruptors continue to offer ever-greater value, customers’ expectations will continue to ratchet up, making winning (and keeping) those customers all the more challenging. For some retailers, the changes will push customers permanently out of their reach—and their companies out of business. In this webinar, Barbara Kahn will examine the companies that have been most successful during this wave of change, and offers fresh insights into what we can learn from their ascendance.

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  • August 2, 2018

    The Psychology of Ritual

    Michael I. Norton, Harvard University

    Rituals are ubiquitous in our personal lives – enacted before performances or during family holidays – and in our interactions with firms – from sports fans doing the “wave” to customers being served wine after an elaborate uncorking. Our research has documented the benefits of rituals in domains ranging from grief recovery to chocolate consumption to team performance to singing Journey’s “Don’t Stop Believing.” And, we have identified the psychological underpinnings of rituals, demonstrating how they can lead to increased immersion in experiences, greater feelings of control, reduced anxiety, and increased liking for teammates.

  • July 26, 2018

    How MSI Can Help You Become an (Even) Better Marketer

    Kate Grey, Chief Experience Officer, MSI

    In this 30-minute session, Chief Experience Officer Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

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  • July 19, 2018

    Culture Matters: What Does a Consumer’s Cultural Background Say about the Way They Think about Products, Brands, and Prices?

    Sharon Shavitt, University of Illinois at Urbana-Champaign

    ​This webinar explores the cultural background “clues” that can help in creating more effective branding, advertising, and pricing strategies. The session examines differences in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. It also addresses fundamental cultural differences in how consumers think. Knowledge of these well-established differences in styles of thinking—analytic versus holistic— can help marketers create more effective branding and pricing strategies.
    This webinar is relevant for understanding global culture differences as well as ethnic cultural differences within the U.S. It is especially relevant for marketing researchers and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. No passport required.

  • June 12, 2018

    Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

    Leslie John, Harvard University

    ​Digital data has expanded the modern marketer’s toolkit. With users regularly sharing personal data online and web cookies tracking every click, marketers have unprecedented insight into consumers and can serve ads tailored to individual needs. Although digital targeting can improve ad effectiveness, online surveillance can go too far. It can appear creepy and can lead to consumer backlash. This creates a new dynamic: How will targeted ads fare in the face of increased consumer awareness? Awareness could increase ad performance if customers find ads are more relevant. Or, awareness could decrease ad performance if it activates concerns about privacy and provokes consumer opposition. Leslie John has studied these dynamics and will explain the research and findings

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  • May 23, 2018

    Tackling the MSI Research Priorities: Which Methods to Use?

    Dominique M. Hanssens, University of California Los Angeles and Natalie Mizik, University of Washington

    Marketing Science has developed a large array of research methods to tackle important questions for marketing management. These were recently summarized and illustrated in the Handbook of Marketing Analytics. But which method should be used for which question? Natalie Mizik and Dominique Hanssens will select three of the 2018-2020 MSI Research Priorities and review successful applications of various research methods to address these questions and invite audience comments.

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  • May 1, 2018

    How Blockchain Technology Changes Marketing

    Campbell R. Harvey, Duke University

    Blockchain is a disruptive but poorly understood technology that impacts almost every aspect of business. In addition, blockchain instruction is absent in almost all M.B.A. programs. In the MSI webinar, Campbell R. Harvey first presents the basic mechanics of the technology. He then focuses on the implications with a specific focus on how machine to machine payments impact marketing.

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  • April 18, 2018

    Multichannel Management in the 21st Century

    Sandy Jap, Emory University

    These days, few firms can sell without both an online and an offline (bricks-and-mortar) route to market. In this webinar, Sandy Jap will discuss the changes in how customers are buying and what firms need to do about it in an increasingly multichannel world.

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  • March 21, 2018

    “The Value of Sponsorships, Evaluating the Brand Rub” How Sponsorship affects Consumers’ Perceptions of Both Brands

    Anne Rivers, Managing Director and Ryan Johnson, Vice President, BAV Group

    What is the ROI of sponsorship? Will it benefit acquisition? Retention? Brand? Should it be measured by impressions? Or should it be measured by mindshare? We use BAV to show how sponsorships help build brands and how the brand equity of the sponsored brand rubs off onto the sponsor. Helping the sponsor achieve some very challenging essence elements.

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  • February 27, 2018

    Creating Signature Stories

    David Aaker, Vice-Chairman, Prophet and University of California Berkeley

    Branding guru David Aaker discusses why signature stories are many times more powerful in communicating strategic messaging internally and externally and how an organization can create, leverage, and manage a story library. In a digital world, signature stories can provide a way to get attention, generate brand energy, create involvement, persuade and inspire.

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  • February 15, 2018

    Harnessing Analytics for Creative and Content

    Many companies are using data analytics in marketing and CRM but have yet to explore other applications. For media and entertainment companies, what are the opportunities and challenges in harnessing analytics to develop content and creative? What are the implications for talent and organization? How will traditional creative talent respond to such changes? Karin Kricorian will discuss how entertainment companies are analyzing data from multiple media sources and consumer behavior for insights to anticipate audience preferences and develop appropriate creative and content. As traditional advertising and customer interactions are increasingly personalized in real time, data-driven creative may have implications for us all.

  • January 30, 2018

    Innovation, Harbingers of Failure and Success

    View a recording of the webinar here

    A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption. He will share findings from multiple studies of large datasets that show that some customers have preferences that lead them to systematically buy product “winners” or product “losers.” About one third of buyers are “harbingers of failure” and their early adoption of a new product is a strong signal that a product will fail (i.e., not be on the shelves less than three years after introduction). In contrast, about half of customers tend to buy product winners and early adoption by these “harbingers of success” is indeed good news for a product’s future. Eric will discuss the implications of these findings for marketing research, and how these insights may help marketers adjust their new product development processes.

  • January 18, 2018

    Marketing at a Privacy Crossroads

    View a recording of the webinar here

    New technologies permit marketers to direct personalized messages to individuals and/or small cohorts of recipients selected by reported, observed, and inferred characteristics and behaviors. These advances raise concerns, however, among advocates, legislators and consumers as to whether marketers have excessively intruded upon individuals’ private lives and might use their acquired knowledge to harm, rather than serve, the public. Jonathan Avila will explore potential points of privacy friction and suggest how consumer research and marketing can enhance the consumer experience by avoiding collision with emerging legal norms and consumer privacy expectations. He will address issues including personalization, digital redlining, the right to be forgotten, data portability, and recent privacy litigation trends.

  • January 10, 2018

    Marketing in a Politically Polarized Era

    Neil Malhotra will discuss the effects of political partisanship on people’s economic choices and actions, including how they work and shop. A range of experiments in real-world environments offers compelling evidence that partisanship influences economic behavior, even when it is costly. He will discuss implications for marketers’ understanding of consumer behavior and for companies’ interactions with their customers.

  • December 13, 2017

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • December 12, 2017

    Liars! Detecting Fictitious Product Reviews via a Combination of Automatic Text Analysis and Experiments

    View a recording of the webinar here

    Fraudulent user-generated content is harmful for both consumers and marketers and increases uncertainty about consumption experiences and offerings. Ann Kronrod, Jeffrey Lee, and Ivan Gordeliy investigate a novel method leveraging linguistic theory, experiment-driven data sampling, and automated text analysis to test three linguistic aspects that distinguish between authentic and fictitious reviews. In this webinar, Ann Kronrod will report the results of this investigation, as well as the outcomes of human participants’ performance on a detection test. She will also explain how these findings can be used by managers of digital platforms that depend on consumer trust and on an abundance of authentic user-generated content.

  • November 7, 2017

    Social Platforms in Networked Economies

    Social platforms are developing into “peer economy” or “sharing economy” markets. Based on an overview of 192 peer economy companies such as TaskRabbit, Quirky, and ThredUP, Rob Kozinets (University of Southern California) and Rebeca Perren (California State University) will discuss new ways to understand these markets and how they provide value by presenting marketers with a new frontier where social resources and software platform algorithms interact. They will explore the potential negative consequences, such as opportunism by buyers and sellers, and discuss how to manage these pitfalls with institutional arrangements matched to the type of operation. Marketers will learn about how other companies are managing the peer economy, and how they can approach the peer economy business in a strategic manner that recognizes how to match different kinds of business and customer needs to different peer market structures.

  • October 17, 2017

    The Winds of Change: Harnessing Growth and Doing Good in Emerging Markets

    The winds of change that are blowing in emerging markets today are in many ways unprecedented in human history. Marketers have a crucial role in helping firms harness these winds, and serve as a force for good. In this webinar, Rajesh Chandy will share insights from recent research on the causes of these changes, and the possibilities they offer for marketers to do well while doing good. He will make the case that even leaders at the largest and wealthiest firms in the world could benefit from immersion and engagement in the lives of the smallest entrepreneurs and the least privileged customers in the world

    Participants are requested to watch, if possible, this video prior to the webinar.

  • October 4, 2017

    Marketing Mix Modeling – There’s Danger in “Knowing Enough to be Dangerous”

    View a recording of the webinar here

    Marketing Mix Modeling (MMX) has become deeply rooted in marketers’ decision-making processes, but understanding of the tools’ capabilities remain superficial at best. In this webinar, Bruce Pivarunas will review the historical strengths of MMX as well as the statistical limitations that — if not addressed — can cause marketers to unknowingly make unsound ROI-based decisions.

    This webinar will visually bring-to-life the causes of MMX’s statistical dangers—provide real-world examples of how marketers have inadvertently fallen into these hidden traps – and propose ways for MMX modelers and end-users to “reconnect” with the core mission of the service by thinking beyond statistical parameters and functional forms to the blend of consultative art and science that’s needed to create great marketing.

    Attendees will learn:

    1. Why MMX vendors being “personally objective” is not the same as their being “statistically unbiased”
    2. How to clear the distortions that come from viewing “today’s personalized continuity marketing” through “yesterday’s mass-market near-term focused lens”
    3. Why “statistically controlling” for a variable (seasonality, trend, etc.) does NOT mean removing its influence on marketing performance

  • September 27, 2017

    How Well Do Recommendations Engines Work for Your Product?

    Personalized recommendations have a big impact on consumer behavior in retail, entertainment, news, dating, and many other settings. But while marketers know that recommendation engines can be critical in consumer choice, they may not fully understand when—and for what products—recommenders work well and when they don’t. In this webinar, Kartik Hosanagar will discuss research addressing two questions: For what product categories are recommendations more effective (e.g., utilitarian versus hedonic, search versus experience)? And, within a category, what kinds of products (e.g., mainstream or niche) are more likely to benefit from recommendations? In addition to study findings on these questions, he will offer insights on strategies that retailers and producers can use in a world where the question has shifted from, “How does our product get discovered by consumers?” to “How does our product get discovered by algorithms?”

  • September 13, 2017

    Social Listening Meets Image Sharing: A Picture is Worth 1,000 Words

    Over 3 billion images are posted to social media channels like Twitter, Facebook, and Instagram every day. This shift toward more social photo sharing provides a huge opportunity to better understand campaign performance, audience interests and influencer identification, but only if you’re able to interpret the data from those billions of images.

    Because this image-based style of communication often lacks text references, leaving images out of your social listening strategy means you’re missing out on a huge chunk of the social conversation about your brand, products, customers and competitors. Join this webinar to learn more about:

    • Why social listening needs to have visual intelligence
    • New trends in image analysis technology
    • How brands are using image analysis to make important business decisions

  • August 22, 2017

    Five Vital Drivers of Brand Success – Lessons from the BrandZ Top100 Most Valuable Global Brands

    The world’s most valuable brands have outperformed S&P 500 stock price by 200% and have grown five times faster than the Morgan Stanley Capital Index (MSCI) over the past 10 years. In fact, 48 of BrandZ™ Top100 brands in 2006 have dropped out of the ranking and been replaced by these faster-moving disruptive brands.

    Doreen Wang will discuss the key findings gathered from BrandZ™ Top 100 Most Valuable Brands over the past 10 years. Drawing on the BrandZ™ database (with information from over two million consumers in 50 country markets), she will discuss global trends in brand building, drivers behind the brands’ value growth, and important brand-building implications for the next decade. Her presentation will address these questions: Who are the world’s most valuable brands? How does BrandZ™ value brands? What are the drivers behind their value growth over the past 10 years? How have the global consumers’ attitudes, behavior, and shopping habits changed? What are the brand-building action points in the future?

  • July 13, 2017

    Content Marketing: Using Media Content to Create Brand Value

    View a recording of the webinar here

    Content marketing is increasingly recognized as an important marketing activity. Yet many companies struggle to define content marketing and appreciate how it can contribute to their business. Bobby Calder will address some key questions to help marketers understand the potential contribution of content marketing and execute it effectively.

    1. What is content marketing?
    2. Why are brands turning to content marketing rather than continuing to rely on conventional advertising?
    3. How are consumers affected by content marketing and how does this translate into brand value?
    4. What is the secret to executing content marketing effectively?

  • June 14, 2017

    Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social Media

    Sundar G Bharadwaj, University of Georgia, Myoung-Jin Chae, Georgia Tech, and Omar Rodriguez-Vila, Georgia Tech

    Additional details coming soon!

  • June 14, 2017

    Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social Media

    View a recording of the webinar here

    Many companies have adopted real-time marketing (RTM) strategies, using current events as a context to promote their brand messages and engage with consumers. In this webinar, Omar Rodriguez?Vila will discuss how marketers can improve real-time messaging to influence customer engagement. Based on research with Myoung-Jin Chae and Sundar Bharadwaj, he will present findings of a study that examined the effects of planned versus improvised RTM on social-media likes, shares, and comments. The dynamic creative process of RTM requires new processes, methods, and improvisational capabilities, and this webinar will offer insights into actions marketers can take to improve the performance of their communication strategy.

  • June 6, 2017

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • May 25, 2017

    The Art of Field Experiments: New Methods to Connect to Your Most Valued Customers

    View a recording of the webinar here

    Paul Fombelle will discuss the art of field experiments and how they can generate critical customer insights beyond traditional research methods in both B2B and B2C settings. He will describe the benefits, perceived risks, and costs of field experiments, as well as the value of academic partnerships. Drawing on more than 10 years’ experience with corporate partners, he will present three mini-case studies spanning a variety of sectors (technology, hospitalities, and consumer services).

  • May 15, 2017

    How to Use Common Customer Metrics to Enhance Firm Valuation Models

    Peter S. Fader, University of Pennsylvania

    Additional details coming soon!

  • May 15, 2017

    How to Use Common Customer Metrics to Enhance Firm Valuation Models

    View a recording of the webinar here

    Peter Fader will discuss new ways of valuing corporations from the “bottom up”—i.e., determining the forward-looking financial value of the customer base—as a complementary perspective to the standard “top down” methodologies that dominate current practice. This notion, sometimes called “customer equity”, is gaining increasing interest among a variety of functional areas in the corporation (e.g., venture divisions, accounting and finance, as well as marketing), and is often associated with the kinds of “customer-centric” strategic perspectives that arise from his book Customer Centricity: Focus on the Right Customers for Strategic Advantage.

    This session will introduce this new concept, show how it fits within traditional valuation approaches, contrast it with the popular (but very different) notion of “brand equity”, and offer some current examples of customer-based corporate valuation applied to several companies.

  • May 10, 2017

    Webinar featuring Ashlee Humphreys

    Additional details coming soon!

  • May 10, 2017

    Webinar featuring Ashlee Humphreys

    Ashlee Humphreys, Northwestern University

    Additional details coming soon!

  • May 10, 2017

    Social Media Management from a Cultural Perspective

    View a recording of the webinar here

    Social media strategies are often built and executed with an eye toward data and analytics and with specific commercial goals. Yet, the way consumers interface with social media is indelibly cultural and profoundly embedded in social norms, values, and practices. Based on her recent book Social Media: Enduring Principles, Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.

  • April 27, 2017

    Applying Neuroscience to Market Research in Advertising and Branding

    Deepak Varma will present new applications of neuroscience to market research in advertising and branding. He will briefly review the roles of implicit (System 1) and explicit (System 2) cognitive processing, and will discuss how “System 1” neuroscience approaches are being used in the market research industry. Through case studies, he will demonstrate how facial coding can be integrated with traditional “System 2” survey techniques to optimize advertising and implicit association techniques can be used to measure brand associations.

  • April 26, 2017

    Applying Neuroscience to Market Research in Advertising and Branding

    Deepak Varma, Global Head of Neuroscience Insights, Millward Brown, Inc.

    Deepak Varma will present new applications of neuroscience to market research in advertising and branding. He will briefly review the roles of implicit (System 1) and explicit (System 2) cognitive processing, and will discuss how “System 1” neuroscience approaches are being used in the market research industry. Through case studies, he will demonstrate facial coding can be integrated with traditional “System 2” survey techniques to optimize advertising and implicit association techniques be used to measure brand associations.

  • April 20, 2017

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • April 13, 2017

    Innovation Equity: How to Combine Demand Forecasting and Customer Management Principles to Determine What an Innovation is Really Worth

    Elie Ofek, Harvard University

    Company growth strategies are often centered on bringing to market new products and services. Yet, firms tend to struggle with assessing the commercial potential of the innovations they plan to launch. To shed light on this important business topic, Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management. This Innovation Equity framework, based on a recent book he co-authored, provides a powerful approach for placing a monetary value on an innovation (both pre and post launch) and for thinking through the impact of marketing actions, competition, and global efforts.

  • April 13, 2017

    Innovation Equity: How to Combine Demand Forecasting and Customer Management Principles to Determine What an Innovation is Really Worth

    View a recording of the webinar here

    Company growth strategies are often centered on bringing to market new products and services. Yet, firms tend to struggle with assessing the commercial potential of the innovations they plan to launch. To shed light on this important business topic, Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management. This Innovation Equity framework, based on a recent book he co-authored, provides a powerful approach for placing a monetary value on an innovation (both pre and post launch) and for thinking through the impact of marketing actions, competition, and global efforts.

  • March 23, 2017

    Best Practices in Marketing ROI Performance Management

    Today it seems everyone and anyone is collecting and aggregating big data. But that doesn’t mean it’s providing value. The challenge is twofold: first, ensuring sufficient data integrity and second, using sound marketing science to fuel smarter marketing.

    The truth is it’s more complex than ever to keep track of the modern consumer. Marketers need to manage a growing number of data points across different people, devices, and marketing channels, from digital and social content to offline interactions and purchases. It can be daunting to stay apace of where consumers are interacting with brands, much less optimize media spend based on what influences their behavior.

    Join analytic experts Michael Cohen, Head of Data & Analytics at Convertro, and Jim Spaeth, Partner at Sequent Partners, as they share their findings on current solutions and practices in data-driven ROI performance management.

  • March 1, 2017

    How to Market the Consumer IoT: Focus on Experience

    View a recording of the webinar here

    While consumer experience (CX) has to date focused on products, brands and marketing environments, the consumer Internet of Things (IoT) presents new opportunities for interaction that has the potential to revolutionize consumer experience. Because consumers can actively interact with smart objects, and smart objects possess their own point of view and their own experience in interaction with consumers and with each other, the traditional, human-centric conceptualization of consumer experience as consumer’s internal subjective responses to branded objects may not be sufficient to conceptualize consumer experience in the IoT. In this presentation, Donna Hoffman and Tom Novak will present a new framework that details how consumer experience and object experience in the IoT emerge and discuss actionable insights derived from their framework that can guide marketer action in the early stages of adoption and usage of consumer IoT devices that comprise the smart home and related applications.

  • February 24, 2017

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • February 22, 2017

    Beyond an Internet of “One-off Solutions”

    View a recording of the webinar here

    Enabled by sensors, analytics, and new platform tools, the IoT is transforming marketing practices through direct measures of consumer behavior. Getting beyond an internet of “one-off solutions”, however, requires high value chain integration and a high degree of circulatory data—raising critical questions about data collection and stewardship. Peter Levin will offer a view of the future of the IoT as well as the challenges marketers must address.

  • February 21, 2017

    Marketing ROI Analytics in 2016: The Baby and the Bathwater

    View a recording of the webinar here

    The future, many say, is in big data, person-level analytics, machine learning, and automated analytics coupled to programmatic media buying. Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI. It’s true that the world has changed, yesterday’s tools need to change with it, and anyone in the marketing ROI business who ignores this will soon need another business. But 25 years of marketing mix R&D and practice actually produced a wealth of critical learnings that apply today just as much as they did in the past.

  • February 15, 2017

    New Frontiers in Mobile Marketing Using Data Analytics

    View a recording of the webinar here

    Anindya Ghose, a global authority on the mobile economy, will present findings from recent studies measuring the effectiveness of mobile marketing promotions, including techniques that leverage full information on consumers’ offline moving trajectories for higher redemption probability, faster redemption behavior, and higher transaction amount. Based on his book, Tap: Unlocking the Mobile Economy (April 2017), he will discuss and demonstrate how machine learning techniques can be combined with statistical models and field experiments to offer the right product to the right audience at the right time.

  • February 14, 2017

    C_RIOSITY: Where Are U?

    View a recording of the webinar here

    How did Houdini make an elephant disappear? How might asking this question impact your business? In this presentation, Spencer Harrison will show how curiosity works at work, how it can help people be more creative, and how you can spark creativity in your employees.

  • January 31, 2017

    Understanding Customer Experience throughout the Customer Journey

    View a recording of the webinar here

    Understanding customer experience and the customer journey is more critical now than ever. With customers interacting with brands through a myriad of touchpoints in multiple channels and media, firms need to integrate multiple business functions—and even external partners—in creating and delivering positive customer experiences. In the webinar, Kay Lemon and Peter Verhoef will provide listeners with a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. They will examine existing frameworks of customer experience and bring together what is currently known about customer experience, customer journeys, and customer experience management. Additionally, they will identify critical areas for future research on this important topic.

  • January 26, 2017

    Jobs-To-Be-Done and The Buyer’s Journey

    View a recording of the webinar here

    For over 20 years Tony Ulwick and Strategyn have been helping organizations—many of them Fortune 100 companies—develop innovative products with success rates five times the industry average. In this webinar, Tony Ulwick will describe Strategyn’s patented Innovation process and Jon Dome will explain how Harte Hanks applied the methodology to understanding the buyers’ journey.?

  • January 11, 2017

    Leveraging Omnichannel Shopping Through Mobile

    View a recording of the webinar here

    Shoppers are increasingly using mobile as the primary channel or touchpoint to shop in an omnichannel environment. In this webinar, Venky Shankar (Texas A&M University) will address important questions about leveraging omnichannel shopping through mobile. What new insights can we gain from this “mobile-first” world of shoppers? How do mobile apps, games, and browsers available in smartphones, tablets, and phablets affect shopping behavior? What role does mobile play in the omnichannel context? What strategies should companies adopt to leverage mobile-dominant omnichannel shopping?

  • January 5, 2017

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • December 20, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • December 7, 2016

    Marketing Analytics for Data-Rich Environments

    View a recording of the webinar here

    Based on their November 2016 article in Journal of Marketing, Michel Wedel and P.K. Kannan (University of Maryland) will provide a historical review and critical examination of marketing analytics methods. In this webinar, they will identify new directions regarding (1) analytics for optimizing the marketing-mix, (2) analytics for personalization, and (3) analytics in the context of customers’ privacy and data security. They will also review the implications for organizations and identify trends that shape the field and education of marketing analytics.

  • November 29, 2016

    What We Don’t Know about Digital, Social Media, and Mobile Marketing, But Should

    View a recording of the webinar here

    Marketing is undergoing constant change as new digital technologies (and marketing channels) emerge. We are very much now in a mobile-first world. At the same time, academics and practitioners have studied digital marketing for more than 15 years. What have we learned, and what should marketers know about digital, social media, and mobile marketing? In this webinar, Andrew Stephen will discuss trends and changes over the past 15 years, drawing on his article with Cait Lamberton in the November 2016 Journal of Marketing. He will focus on key areas that marketing professionals — academics and practitioners alike — need to better understand in order to improve the value and impact of marketing activities. He will also introduce a new MSI-led collaborative research initiative that aims to improve our understanding of digitized customer behavior, today and in the future, in ever-more digitized market environments.

  • November 18, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • November 16, 2016

    Understanding, Measuring, and Managing Shoppability

    In a competitive and cluttered retail context, there are many cases where the organization, presentation, and pricing of products make it difficult for shoppers to find what they’re looking for, and limit the consideration of potentially relevant brands. In this webinar, Ray Burke (Indiana University) describes how to quantify “shoppability”—the capacity of the retail environment to translate consumer demand into purchase—using a combination of attitudinal and behavioral measures. By analyzing customers’ perceptions of the shopping experience and how they interact with the store environment, marketers can identify specific product categories and brands that are underperforming and make changes to product organization, shelf placement and value communication to realize each category’s full sales potential. The presentation will summarize findings from recent laboratory and field experiments that measure category and brand shoppability and highlight approaches for improving shopper engagement and eliminating barriers to purchase.

  • November 1, 2016

    What Makes Customers Adore Your Brand?

    View a recording of the webinar here

    How can companies turn their brand into one that customers love, trust, and respect? In this webinar, Debbie MacInnis will discuss “brand admiration”—the ultimate destination point for marketers, since “brand admirers” become loyal customers and brand advocates, creating efficient profit and opportunities for growth. She will identify the set of psychological benefits and emotional states that drive brand admiration and will offer guidance for marketers to cultivate consumer brand admiration. The webinar is based on her just-released book with C. Whan Park and Andreas Eisingerich, Brand Admiration: Building a Business People Love.

  • October 25, 2016

    Demonstrating the Value of Marketing

    View a recording of the webinar here

    Marketing is under increased pressure to demonstrate its economic value to the firm, yet performance metrics—attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue)—do not correlate highly with each other. Success by one metric can be a waste of resources by another. In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.

  • September 15, 2016

    Creating Customer Experiences That Build Relationships

    View a video recording of the webinar here

    Ruth N. Bolton (Arizona State University) will analyze the challenges of creating customer experiences including the management of technology and new media. She will consider the ways customers co-create their experiences and how these activities influence business revenues, operations, and costs. She will also discuss the psychology of customers, identify novel concepts of customer experiences, and describe how companies can shape experiential attributes to build relationships over time. These ideas will provide a business perspective on actionable ways to co-create experiences and manage relationships with customers to generate cash flows and profitability, including the role of pricing.

  • September 12, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • August 31, 2016

    Building A Data Analytics Orientation

    View a recording of the webinar here

    Winning organizations are the ones capable of effectively connecting customer and competitor data to marketing and business strategy. But what is the secret sauce that allows some organizations to better leverage data analytics than others? Rajkumar Venkatesan (University of Virginia) will share a five-phase process model and case studies of data-driven cultures developed from interactions with senior executives in banking, technology, manufacturing, media, and life science industries. This model consists of five phases: (1) Identify the options available to address a strategic challenge, (2) develop metrics to evaluate performance of the strategic options and design the system of metrics that connects firm inputs to the evaluation metric, (3) identify the data necessary to populate the system of metrics, (4) use analytics to predict components of the system of metrics and develop consumer and competitive insight, (5) identify the best strategic option, and design organizational transformation to act on the insight. From the case studies and process models, Raj will then identify five organizational enablers that distinguish organizations who are successful in developing a data analytics orientation.

  • August 24, 2016

    Using Transparency to Improve Consumer and Employee Experiences

    View a recording of the webinar here

    In this webinar, Tami Kim (Harvard University) will examine how firms can innovate their current operational processes—in a simple and unobtrusive way—to improve consumer and employee experiences. Attendees will learn how transparency can improve customer perceptions and increase service quality and efficiency—offering a low-cost strategic advantage.

    Tami will present findings from field experiments in food service settings that shows that allowing customers to observe operational processes and allowing employees to observe customers contributed to a 22.2% increase in customer-reported quality and reduced throughput times by 19.2%. Laboratory studies revealed that customers who observed the food-making process perceived greater employee effort and thus were more appreciative of the employees and valued the service more. Employees who observed customers while working felt that their work was more appreciated and more impactful and thus were more satisfied with their work and more willing to exert effort. These findings offer insights into how firms can leverage technology to make their service environments both efficient and enjoyable.

  • August 11, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • August 4, 2016

    Critical Success Factors for Multi-Channel Attribution

    Multi-channel attribution is an increasingly vital ingredient in every organization’s marketing analytics and technology armory. However, there is no one attribution solution that is perfect for all businesses. Conor McGovern (Global Marketing Analytics Lead, Accenture Digital), will discuss the critical success factors and decision points for driving the maximum value from attribution. He will outline how some of the world’s leading brands are future-proofing themselves in this space and showcase examples of integrated, holistic attribution solutions.

  • July 27, 2016

    Breaking Out of Social to the Metrics & Methodologies That Matter

    Mila Fang (Creative Researcher, Facebook) will share how the Marketing Science team transitioned their measurement approach from social metrics to the advertising metrics that define ROI. This session will explore why social data isn’t a good signal for campaign measurement, and present findings which highlight the value of using the right measurement methodologies based on joint research with Kellogg School of Management, Northwestern University.

  • June 23, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • June 15, 2016

    What Are Marketers’ Top Concerns? MSI’s 2016-2018 Research Priorities

    View a recording of the webinar

    Executive Director Kay Lemon will present MSI’s 2016-2018 research priorities—five critical topics that reflect the “voices” of those making important decisions about marketing today. She will discuss the research questions that underlie each topic, as well as the activities and initiatives that MSI is undertaking to move the needle on these important areas. MSI’s research priorities also provide insight into the critical tools and skills marketers will need over the next two to five years.

  • June 7, 2016

    How Multi-Touch Attribution Is Transforming Marketing Decision Making

    View a recording of the webinar here

    Enhanced consumer-level marketing impact analysis, often called attribution, is evolving rapidly, creating new insights about advertising impact and transforming the ways marketers evaluate media investments. Scott Breitenother and Michael Cohen will offer a detailed perspective, based on Casper and Convertro’s ongoing partnership. Scott will describe Casper’s multi-touch-attribution (MTA) evolution, addressing implementation challenges and new abilities to answer strategic and tactical questions. Michael Cohen will discuss recent advances in multi-touch attribution and how new analytics and data are reshaping the ways marketers evaluate and drive their investment decisions. This webinar is for marketers and marketing researchers who want to sharpen their analytic capabilities and stay up-to-date on rapidly evolving approaches to capturing the ROI of digital media.

  • May 26, 2016

    Accountable Marketing: Linking Marketing Actions to Financial Performance

    View a recording of the webinar here.

    David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance. Published by the Marketing Accountability Standards Board, this volume collects the work of leading marketing, finance and accounting professionals and academics on marketing accountability and financial reporting. It represents the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm. Specifically, David’s webinar discussion will include the measurement of brand investment, the short- and long-term effects of marketing actions, and an approach to linking marketing activities to financial performance.

  • May 20, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • May 18, 2016

    Beyond Advertising: Creating Value Through All Customer Touchpoints

    View a recording of the webinar here.

    The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? In this webinar, Jerry Wind and Catharine Hays will describe a road map for an aspirational future. Based on their book, Beyond Advertising: Creating Value Through All Customer Touchpoints, their vision for business transformation draws on insights from more than 200 of the world’s most forward-thinking executives, innovators, and academics.

  • April 26, 2016

    Members Only Webinar: Big Ideas with Big Data – A Discussion with Williams-Sonoma’s VP of Marketing and Teradata’s Chief Analytics Officer

    Learn how focusing on on-site search can lift conversion rates, increase customer satisfaction, and boost brand loyalty over time. Sameer Hassan will describe how Williams-Sonoma leveraged on-site search optimization on a subset of its brands and increased revenue by more than $1M in three months. In open dialog, Sameer Hassan, Williams-Sonoma and Bill Franks, Teradata Corporation will also talk about other big data analytics topics, among them, how to build on past experiences with big data, cool examples of how Williams-Sonoma has personalized with analytics, future trends in big data, common mistakes in big data, and some surprising applications of big data.

  • April 26, 2016

    Members Only Webinar: Big Ideas with Big Data – A Discussion with Williams-Sonoma’s VP of Marketing and Teradata’s Chief Analytics Officer

    Learn how focusing on on-site search can lift conversion rates, increase customer satisfaction, and boost brand loyalty over time. Sameer Hassan will describe how Williams-Sonoma leveraged on-site search optimization on a subset of its brands and increased revenue by more than $1M in three months. In open dialog, Sameer Hassan, Williams-Sonoma and Bill Franks, Teradata Corporation will also talk about other big data analytics topics, among them, how to build on past experiences with big data, cool examples of how Williams-Sonoma has personalized with analytics, future trends in big data, common mistakes in big data, and some surprising applications of big data.

  • April 21, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • March 30, 2016

    Winning Consumer-Driven Brand Loyalty in an Age of “Opt-Out”

    View the webinar recording here

    Led by millennials and high income buyers, customers are seizing control of brand relationships, using online and mobile tools to opt-out of or alter their relationships with brands. Based on his new book, The Opt-Out Effect: Marketing Strategies That Empower Consumers and Win Customer-Driven Brand Loyalty, in this webinar Gerald Smith will explore new ways to manage brands effectively in a digital economy. He will discuss the risks for marketers who remain grounded in traditional paradigms and “push” strategies—and he will propose a paradoxical solution: Empower customers, help them control their relationships with the brands they choose, and enable them to do the things with brands that digital empowers them to do.

  • March 21, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • February 17, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • February 10, 2016

    Partnering with the Frenemy

    Partnering holds the promise of all things good, so why do business partnerships and alliances fail so often? In this webinar, Sandy Jap will explore the “dark side” of partnering relationships: why non-competitive partnering “friends” can become “enemies” over time, with case studies from Samsung/Google, Martha Stewart/Macy’s, Best Buy/Apple, and others. Most importantly, she will offer specific recommendations for avoiding problems, revitalizing weakening partnerships, and recognizing when a partnership can’t be saved.

  • January 27, 2016

    Creating Value with Big Data Analytics

    How can marketers use big data for smarter decision making? Based on his 2016 book with Edwin Kooge and Natasha Walk, Creating Value with Big Data Analytics: Making Smarter Marketing Decisions, Peter Verhoef will discuss how big data initiatives are changing how firms develop and execute marketing strategies.

  • January 20, 2016

    Best of MSI Webinar: Academic Experts Alexander Chernev and Kathleen Vohs

    In MSI’s first Best of MSI webinar, Alexander Chernev and Kathleen Vohs will offer encore performances of their top-rated 2015 conference presentations.

    The World of Vices and Virtues: How Beliefs, Heuristics, and Biases Influence Food Consumption
    At 3:00 p.m. EST, Alexander Chernev will discuss research that examines the impact of vice/virtue categorization on consumer judgment and choice, identifying scenarios in which consumers’ erroneous beliefs and reliance on heuristics lead to biased decisions.

    Self-control Fatigue: Implications for Marketing
    At 4:00 p.m. EST, Kathleen Vohs will discuss why self-control is as difficult and vexing as it is, and will suggest implications for marketing decision making.

    This two-hour webinar is a unique opportunity to benefit from the “best of the best” that MSI offers its members at exclusive events. You may join the webinar at anytime over the course of the event.

  • January 19, 2016

    Best of MSI Webinar: Academic Experts Alexander Chernev and Kathleen Vohs

    In MSI’s first Best of MSI webinar, Alexander Chernev and Kathleen Vohs will offer encore performances of their top-rated 2015 conference presentations.

    The World of Vices and Virtues: How Beliefs, Heuristics, and Biases Influence Food Consumption
    At 3:00 p.m. EST, Alexander Chernev will discuss research that examines the impact of vice/virtue categorization on consumer judgment and choice, identifying scenarios in which consumers’ erroneous beliefs and reliance on heuristics lead to biased decisions.

    Self-control Fatigue: Implications for Marketing
    At 4:00 p.m. EST, Kathleen Vohs will discuss why self-control is as difficult and vexing as it is, and will suggest implications for marketing decision making.

    This two-hour webinar is a unique opportunity to benefit from the “best of the best” that MSI offers its members at exclusive events. You may join the webinar at anytime over the course of the event.

  • January 19, 2016

    Best of MSI Webinar: Dunkin Brands’ John Costello and PepsiCo’s Pamela Forbus

    In MSI’s first Best of MSI webinar, two industry leaders—Dunkin’ Brands John Costello and PepsiCo’s Pamela Forbus—will offer encore performances of their top-rated 2015 conference presentations.

    Bottom-Line Branding: Keeping the Edge in Today’s Rapidly Changing World
    at 1:00 p.m. EST, John Costello will discuss how Dunkin’ Brands uses data and analytics to understand the right role for social, mobile, and digital media—even as traditional marketing continues to work well.

    From Consumer Insights to Decision Advocates: How Predictive Analytics and Behavioral Sciences Can Elevate Insights Functions
    At 2:00 p.m. EST, Pamela Forbus will share current practices and plans at PepsiCo to leverage predictive analytics and behavioral sciences in order to elevate the insights function.

    This two-hour webinar is a unique opportunity to benefit from the “best of the best” that MSI offers its members at exclusive events. You can join the webinar at anytime during the course of the event.

  • January 18, 2016

    Best of MSI Webinar: Dunkin Brands’ John Costello and PepsiCo’s Pamela Forbus

    In MSI’s first Best of MSI webinar, two industry leaders—Dunkin’ Brands John Costello and PepsiCo’s Pamela Forbus—will offer encore performances of their top-rated 2015 conference presentations.

    Bottom-Line Branding: Keeping the Edge in Today’s Rapidly Changing World
    at 1:00 p.m. EST, John Costello will discuss how Dunkin’ Brands uses data and analytics to understand the right role for social, mobile, and digital media—even as traditional marketing continues to work well.

    From Consumer Insights to Decision Advocates: How Predictive Analytics and Behavioral Sciences Can Elevate Insights Functions
    At 2:00 p.m. EST, Pamela Forbus will share current practices and plans at PepsiCo to leverage predictive analytics and behavioral sciences in order to elevate the insights function.

    This two-hour webinar is a unique opportunity to benefit from the “best of the best” that MSI offers its members at exclusive events. You can join the webinar at anytime during the course of the event.

  • January 6, 2016

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • December 2, 2015

    The Last Mile: Enabling Behavior Change

    All organizations–be they for-profit firms, not-for-profit welfare agencies or even governments–are in the business of changing their end-users’ behavior. Yet, they pay scant attention to the end of the value chain: the crucial “last mile” where consumers come to their website, store, or sales representatives and make a choice. In The Last Mile webinar, Dilip Soman will discuss insights from behavioral science that will allow organizations to close that gap. Beginning with an introduction to the last mile problem and the concept of choice architecture, he will draw on frameworks from behavioral insights to develop prescriptive advice for what organizations need to do to master the last mile.

  • November 17, 2015

    Using Connected Data Intelligence to Measure Brand Performance

    In today’s big data world, nearly everything is passively observed and managed in a digitized fashion. The range of content now available is both inspiring and intimidating to researchers. Consumer sentiment is captured on websites and social media outlets. Exposure to advertising is recorded by set-top boxes, digital tags, and mobile devices. This results in an incredible amount of risk and uncertainty as it relates to using traditional research and new data assets for insights and decision-making.

    The winning firms will be those that manage this uncertainty well—by connecting different data assets in a strategic manner, by understanding the analytic tools to deploy against these objectives, by nurturing talent that can handle this kind of ambiguity, and by repeated testing of relationships to understand which new data assets like search and social are predictive of traditional equity and sales metrics to build up a set of generalized patterns to guide decisions.

    Bill Pink will discuss how Millward Brown is embedding connected data intelligence into their measurement of brand performance, drawing on hundreds of tests and specific case studies evaluating how digitally measured assets such as search and social impact (or do not impact) survey-based brand equity metrics and offline sales.

  • November 10, 2015

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Murphy Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • October 29, 2015

    Defining, Nurturing, Protecting, and Measuring Reputation: How To Manage Your Most Important Marketing Asset

    In this webinar, Paul Argenti will help participants understand what reputation really is, how it is formed, how to protect it using reputational risk analysis, and how to measure it using new techniques based on advanced mathematical tools developed in the biological sciences. His extensive research and consulting experience in this area will allow participants to learn about frameworks developed in the academic environment as well as next practices from real companies that have focused on reputation as a critical asset.

  • September 23, 2015

    Empirical Generalizations about Marketing Impact

    Dominique M. Hanssens will present and discuss the highlights of MSI’s newly updated Empirical Generalizations about Marketing Impact, which includes 123 generalizations about marketing impact on business performance. These insights are drawn from several decades of academic research, published in the leading marketing journals. In particular, he will discuss quantifications of the impact of the major drivers in the firm’s marketing mix, both short term and long term. These quantifications have a strong impact on companies’ marketing spending decisions and their consequences for top-line and bottom-line results.

  • September 2, 2015

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Murphy Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • August 20, 2015

    The 21st Century Leader: A Data-Driven Approach to Understanding What Society Expects from Leadership

    The command and control world of the 20th century has given way to a social, open, and interdependent marketplace in which leaders achieve high performance results by also being selfless, expressive, and humble. A new breed of leader, documented in the New York Times best seller The Athena Doctrine, has emerged and is thriving in an era of fierce competition by bringing the best of what both men and women offer into their leadership style.

    Through groundbreaking empirical research with 64,000 people in 13 countries and interviews with more than 100 cutting-edge leaders in business, technology, politics, sciences, and the arts, John Gerzema and team reveal how adaptive leadership requires skills traditionally thought of as “soft” or “feminine”. In his webinar, John will discuss how these “Athena” skills and competencies, such as empathy, collaboration, and communication, now drive tangible business outcomes and give organizations a competitive advantage.

  • July 22, 2015

    How MSI Can Help You Become an (Even) Better Marketer

    In this 30-minute session, Director of Corporate Engagement Kate Murphy will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities?What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

  • July 8, 2015

    Three Branding Trends You Need to Know

    According to David Aaker, branding is now facing three paradigm-shifting trends, all market driven. The first is a shift from “my brand is better than your brand” marketing to subcategory competition. The second is a shift from communication about a brand, offering, or firm to content the customer is really interested in—the customer’s “sweet spot.” The third is the rise of higher purpose objectives that have become a central part of the competitive battlefield. In this webinar, Aaker will discuss these branding trends and offer his perspective on how marketers today must respond.

  • June 18, 2015

    Marketing Analytics: Advanced, Pervasive, Invisible

    Marketing analytics visionary Conor McGovern will focus on the challenges of and strategies for deeply embedding advanced analytics in the organization. He will cover practical examples of how to close the “execution gap” many organizations experience in moving from analytical insights to actual outcomes. The webinar will address two main themes: (1) the use of agile, role-based advanced analytics applications to deliver insights for consumption by marketers to make smarter decisions and (2) the embedding of advanced analytics, such as machine learning, to deliver automated, real-time optimization of consumer response in the online channel.

  • May 21, 2015

    The Challenge of Managing Social Media and Marketing Analytics: Evidence from The CMO Survey

    The introduction of social media and marketing analytics is transforming the field of marketing. Using data from the highly regarded and influential CMO Survey, Professor Moorman will discuss the key challenges companies face in managing these complex activities effectively and efficiently even as they learn about these new ways of approaching marketing. Longitudinal data from 2008 to the present from marketing leaders across a wide array of industries will be used to offer a unique perspective as to benchmarks for companies and to provide compelling insights into best practices for managing activities for competitive advantage. Among the practical but tricky topics Professor Moorman will examine include 1) social media investment levels, 2) how social media is integrated with marketing strategy, 3) how social media is being measured, 4) the use of marketing analytics, and 5) increasing the return on marketing analytics in companies.

  • April 9, 2015

    Long Term Ad Effectiveness Measurement – Phase 2

    It is critical for marketers to understand how advertising affects brand value both in the short term and the long term.

    While the discussion of measuring the long-term effects of advertising efforts often focuses on the actual metrics of the brand-specific multipliers, the true value of this work is the understanding that advertising builds short-term sales, and more importantly, builds stronger emotional and behavioral consumer connections that drive sales in the long term. This, in turn, drives brand loyalty and total brand value.

    Leslie Wood will discuss a just-released study of long-term TV advertising effects based on the results for 23 packaged-goods brands, over 31 studies, including Kellogg’s Special K. This body of work leverages the Nielsen Catalina Solutions (NCS) single source dataset, which includes shopper card purchase data from Catalina, integrated with TV viewing data from Nielsen and millions of cable set-top-box HHs. This Phase 2 study implements recommendations from an industry team led by CBS. Participants will gain a clearer understanding of advertising’s value among marketing variables—leading to more intelligent investment and stronger brand equity over time.

  • March 25, 2015

    Profiting from Consumer Data

    The insights available from consumer-generated data are potentially limitless, ranging from improved product recommendations and more well-targeted promotions to more efficient public agencies. In this webinar, David Schweidel discusses steps that organizations can take to exploit available consumer data. Drawing on customer analytics, he touches on the opportunities to leverage internal and external data. He will also discuss the challenges that marketers will face as they implement strategies that depend on consumer-generated data.

  • February 24, 2015

    The New Emerging Market Multinationals: Disrupting Markets and Building Brands

    Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs). China’s Lenovo is a household name, and EMNCs are taking once-powerful developed country brands to new heights—consider Jaguar and Land Rover, now owned by India’s Tata Motors, or Godiva, now owned by Turkey’s Ulker. In 2009, GE’s Jeffrey Immelt said, “GE has tremendous respect for traditional rivals like Siemens, Philips, and Rolls-Royce. But it knows how to compete with them; they will never destroy GE. However, the emerging giants very well could” (Harvard Business Review). In 2015, the competitive challenge is even stronger. In this webinar, Amitava Chattopadhyay will examine key drivers of EMNCs’ success and competitive approaches for incumbent MNCs.

  • February 3, 2015

    Creating Products that Captivate Customers

    Why do some companies create captivating products that energize the marketplace and set the standard for what customers want and expect, while other companies create products that fail to generate enthusiasm, or even just flop? In this talk based on his book, Built to Love, Peter Boatwright, Carnegie Mellon, discusses why product emotions are critical to the long-term success of a product, whether B2B, B2C, physical, software, or service. Using a combination of industry-based research and laboratory experiments, Peter describes how to create products that engage the marketplace, providing multiple applied insights that marketers can put into practice in their companies.

    WEBINAR Recording >> Creating Products that Captivate Customers

  • December 2, 2014

    Social Media Intelligence

    Can organizations use social media data as a source of customer insights? Social media monitors provide more data than we know what to do with. The challenge is knowing how to convert that data into insights that can inform decision making. Wendy Moe will overview academic research that investigates online opinion behavior; then, more importantly, she will discuss the implications of these findings for organizations engaged in brand tracking via social media monitoring.

  • October 30, 2014

    Market-Focused Reinvention

    All companies struggle, sooner or later. Struggling companies resort to a list of familiar actions, such as reorganization, changing incentives, or changing leadership. Most efforts to achieve real change fail, but some firms, such as Harley-Davidson or Apple, succeed and enjoy a remarkable resurgence. In this webinar, Greg Carpenter will discuss a multi-year, multi-company research project that explores what separates those who successfully reinvent themselves from those who fail.

  • September 24, 2014

    The Surprising Influence of Location on How We Search, Shop, and Sell Online

    Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.

    But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world that we inhabit. Anyone can go online and buy a pair of jeans—but the likelihood that we would do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision-making process when it comes to buying online. So too, our willingness to search for and consume information depends on where we live and who we live next to.

    David will give an overview of his unique GRAVITY framework from his book, Location Is (Still) Everything, that explains how the real and virtual worlds connect and what Internet sellers must consider in order to succeed. Some key examples will also draw from startups founded by Wharton alumni.

  • August 14, 2014

    What Really Influences Customers in the Age of Nearly Perfect Information?

    Consumer decision making has fundamentally changed. With easy access to user reviews, expert opinions, price comparison apps, and other emerging technologies, consumers can assess the “absolute quality” of products in an increasing number of categories. For marketers, this suggests a totally new way of thinking about how to influence consumers. Itamar Simonson will explore far-reaching implications relating to the role and impact of brands, advertising, price and positioning, and market research.

  • June 12, 2014

    Incrementality: Crucial for New Product Success and Organic Growth

    Today, the research industry cannot look to new product “survival” as a measure of new product success. In a world of line extensions and saturated brand portfolios, successful innovation is defined by growth. In this webinar, Kirk Ward will present recent TNS analyses that challenge the approaches we have all used to predict new product success.

    Based on Kantar Worldpanel data for four categories (laundry detergents, salty snacks, soft drinks, and skin care) over five years, TNS examined two aspects of new product launches:

    • Did the product survive, i.e., was it still in distribution two years after launch?
    • What impact has the new product had on the business/parent brand sales (relative to the average growth in the overall category)?

    The results demonstrate that while total sales volume is important, the key driver of successful innovation and growth is incrementality. Kirk will present these results and discuss implications for marketers.

    Bio for Kirk Ward

    Kirk leads the Market Structure and Analytics teams for TNS in North America and heads the Marketing Sciences group in the U.S. Before the merger of TNS and RI, he held a similar position at RI, which he joined in 2004. At RI, which he joined in 2004, he led the PepsiCo, Philip Morris, Allied Domeq, and Miller Brewing accounts for 3 years. Kirk’s 37-year career in marketing research has spanned both the supplier and client sides of the business. Before joining RI, he was Senior Vice President and Central Region Sales Manager for MarketTools. Prior to that, he was President of Innovation Focus-Research - a marketing research consulting firm specializing in new product development. Kirk spent much of his career at Hershey Foods where he was Vice President, Integrated Business Intelligence and responsible for all consumer research for existing brands and new product development, promotion evaluation, syndicated data management, and category management analysis. He has extensive experience in market structure and segmentation work across a wide range of categories including packaged goods, retail, appliances, health and wellness, automotive, and digital behavior.

    Kirk has also owned a marketing/marketing research consultancy and was VP and Associate Research Director for Tracy-Locke/BBDO in Dallas. He has been a branch manager for M/A/R/C, and began his career in marketing research at General Mills. He holds bachelor’s degree in industrial management and a master’s degree in management from Purdue University.

  • December 11, 2013

    The Rise of Big Data Analytics for Marketing

    VIEW VIDEO OF WEBINAR

    Big Data is transforming how organizations market and sell products, solutions, and services. According to a recent study by McKinsey & Company, big data and improved analytics can help marketers drive as much as $200 billion in new funds.

    MSI’s 2012 “Big Data” conference outlined the dangers and marketing opportunities posed by exponential increases in data storage and computing speed.

    Now, we invite you to join us for a discussion with Professor Tom Davenport and MSI industry partner, Teradata, as we continue to shape and advance ideas around the powerful use of big data analytics and discovery for marketing and business growth.

    Davenport will share insights on the journey of marketing analytics with special attention on Marketing Analytics 3.0, a framework for addressing big data analytics and discovery, and the opportunity for marketers to understand customer behavior and deliver omni-channel customer interactions, attribution, and real-time analytics. Teradata’s Tasso Argyros will provide real-world business examples from pioneering organizations that are using big data analytics and discovery to deliver relevant, actionable, and differentiated customer experiences.

    This webinar will bring academia and business together
    to discuss:

    • The evolution of marketing analytics, along with new tools and techniques available to marketers
    • Marketing attribution and customer data management practices from B2C and B2B organizations
    • The need for a “360 customer interaction” repository. How to build one and how to use it for marketing competitive advantage
    • Take-away ideas to create and leverage the momentum in your organization to drive ongoing value from data-driven marketing

  • October 29, 2013

    Mobile CPG Shopper Engagement: Recent In-Market Results

    MSI is pleased to announce the third webinar in MSI M2M series: a lunchtime presentation by Catalina on Mobile CPG Shopper Engagement: Recent In-Market Results.

    Catalina Logo

    In 2012 worldwide mobile device shipments were five times higher than PCs (desktops and notebooks). In 2013 mobile device shipments are forecast to increase 4.3% while PC shipments are expected to decline by 10.6% (Gartner, June 2013). The exponential growth in mobile technology and, in particular, smart phones is beginning to significantly disrupt the consumer path to purchase in a variety of categories. Ultimately, effective marketing will require effective mobile shopper engagement. The Consumer Packaged Goods industry is in the early stages of this disruption. At this early stage, the ability to obtain initial learning through meaningful pilot programs will be key to successfully engaging the new mobile shopper.

    Jim Maurer will present recent data-driven findings from Catalina’s mobile offer network. Throughout 2012 and 2013 Catalina delivered personalized offers to shoppers on their mobile devices. Learning from these initial limited-release programs has been compiled and will be presented. Findings to be presented include the value and behavioral characteristics of the mobile shopper, the importance of personalization, and mobile offer performance compared to traditional channels.

    Jim Maurer, Group Vice President of Integrated and New Channel Analytic, CatalinaJim Maurer, Group Vice President of Integrated and New Channel Analytics, Catalina

    Catalina’s personalized digital media drives lift and loyalty for the world’s leading CPG retailers and brands. At Catalina Jim is responsible for managing the development of new analytical applications in the on-line and mobile channels, as well as overseeing the integration of analytical applications to support multi-channel campaigns. Jim has been with Catalina since 2006.

    Immediately prior to Catalina Jim worked as a consultant to the Allstate Insurance Company, designing and implementing improvements in the business processes between Technology and Marketing. Jim began his career at Information Resources (IRI) where he worked in a variety of roles including Vice President of International Development and Director of Analytic Consulting. Jim received his MBA from the Booth School at the University of Chicago in 2000. He also has a Master’s in Economics, with a focus in the areas of Econometrics and Statistics from Northern Illinois University.

  • September 24, 2013

    Why Consumer Collaboration Is Key in Business

    MSI is pleased to announce the second webinar in MSI’s M2M series: a lunchtime presentation by Communispace on Why Consumer Collaboration Is Key in Business.

    Businesses have an intimacy problem. We’re afraid of getting close to consumers, of having a real relationship with them. We build walls, departments and structures to keep consumers on the outside. We engage consumers from behind one-way glass in focus groups. We count up their clicks, tweets and likes. We’re more comfortable seeing people as data points or in crowds. There has to be a better way of doing business.

    The distance and the falsity of the “engagement” between companies and consumers is a growing challenge for businesses and marketers alike. Consumer collaboration invites consumers to partner with companies, and create a shared purpose. By collaborating with consumers, businesses can re-imagine the role consumers play in their practices, in disciplines from market research to advertising to innovation to executive management.

    In this webinar, Bill Alberti, Senior Vice President of Strategy at Communispace, will talk about how clients like Charles Schwab, Hallmark, and Heinz have successfully collaborated with consumers to drive business results.

    SPEAKER

    Bill Alberti, SVP of Strategy, CommunispaceBill Alberti, Senior Vice President of Strategy, Communispace

    As the Senior Vice President of Strategy, Bill helps align communities to clients’ business priorities. In this capacity, Bill is focused on the implications of consumer insights and how clients can translate these insights to business growth.

    Prior to Communispace, Bill worked at Arnold Worldwide for nine years where he founded a business strategy group that was instrumental to Arnold’s success with new business and client results. Bill also created a consulting capability called Capital Insight, designed to communicate a public company’s investment story to Wall Street analysts, investors and the media.

    Bill is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University. He spends his free time with his family and friends, fly-fishing, boating in the Boston “Ha-bah,” praying for Boston sports teams, enjoying live music, drinking good bourbon, eating his wife’s cooking and laughing with his two young boys.

  • June 12, 2013

    The Mobile Consumer: Assessing the Marketing Opportunity

    MSI Webinar - The Mobile Consumer: Assessing the Marketing Opportunity

    MSI is pleased to launch its “for-members-by-members” webcast series with a lunch-time presentation by Millward Brown’s Jayne Dow and Joline McGoldrick on “The Mobile Consumer: Assessing Marketing Opportunities.” Mobile presents a huge opportunity for building brands, but it is largely in the hands of consumers who have greater control over when and where they receive marketing messages. There’s an appetite for the right content and message, but an in depth look suggests that mobile users don’t feel that marketing has struck the correct balance in providing what they want.

    Jayne Dow and Joline McGoldrick will present insights from Millward Brown’s most recent AdReaction Study. Combining qualitative and quantitative methods from Millward Brown’s specialty practices, the AdReaction study identifies and explores unique mobile audience segments—who they are, how they use mobile, their receptivity to marketing and ultimately, their motivators for taking an action or making a purchase. Based on findings from mobile audience segmentation, the webcast will offer actionable insights to maximize marketing opportunities via mobile and exchange value with the consumer.

    Speakers:

    MSI - Jayne Dow, Firefly Millward BrownJayne Dow – Director, North America
    Firefly Millward Brown

    Jayne has spent almost twenty years as a consumer evangelist helping brands create meaningful experiences that bring value in unexpected ways. She leads the integrated strategy and planning work for numerous global blue-chip brands at Fallon, Goodby Silverstein and Y&R. She has also been involved in developing integrated consumer experiences and industry standards since the Internet emerged in the 1990s. Jayne joined Firefly in 2012 to combine her passion for studying human behavior in the real world with her technological savvy. She leads qualitative research—with a particularly interest in digital qualitative methods—and oversees digital innovation at Firefly. Over the course of her career, Jayne has worked with a wide range of clients, including: BMW, HP, Sprint, Target, Discover Card, Citibank, Dell, Sears, and Procter & Gamble. Jayne earned a B.S. in Psychology from the University of North Dakota and completed a post-graduate study on Advertising & Account Planning in the UK.

    MSI - Joline McGoldrick, Dynamic Logic, Millward Brown's Digital PracticeJoline McGoldrick – Director, Research
    Dynamic Logic, Millward Brown’s Digital Practice

    Joline was an early member of the Dynamic Logic team, beginning in 2001, and has more than 10 years of experience studying how audiences respond to digital advertising. As Research Director, she currently focuses on emerging technologies and new innovations to test audiences’ experiences with advertising. Joline is a regular speaker and panelist on understanding the digital audience experience and her work has been published in Forbes, Adweek, MediaPost, and Mobile Marketer. Joline is a Phi Beta Kappa graduate of Carnegie Mellon University.

    MSI For-Members-By-Members Webcasts

    We are excited to announce that MSI is launching a “for-members-by-members” webcast series that will feature talks on topics related to our current Research Priorities. All members are invited to submit ideas for topics and speakers to MSI’s conference director, Donna Peck.

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