Events

Member Roundtables

MSI roundtables are organized to provide forums for marketers from MSI member companies to discuss tactical and strategic challenges and opportunities with peers in “real time.” These groups are made up of 10 or so members from noncompeting companies, who meet approximately twice a year to discuss issues identified by the group. Participants set the agenda and meet (usually at rotating corporate locations) to exchange ideas and perspectives. These groups provide an invaluable opportunity to tap into MSI’s unique network of marketers and academic experts.

Testimonials

One member called the experience he had as a member of a MSI roundtable “invaluable to me and my team and worth the membership alone”. Hear what more members have to say here.

Interested in Participating?

Please call or email Kate Grey, Director of Corporate Engagement (kate@msi.org or 617.491.2060) to get involved, suggest topics, or refer representatives from your organization. We currently only include noncompeting companies from non-supplier side member organizations. There are always ways to get involved, so don’t hesitate to reach out to learn more!

Current Roundtable Topics

  • Advanced Analytics, Tools & Techniques

    This group is for serious marketing scientists who want to discuss latest modeling tools & techniques. Some titles of attendees include Senior Manager of Data Strategy & Ops, marketing Analytics & Insights; Lead Data Scientist; Measurement & Insights Researcher; Market Research Loyalty; Methods Principle Global Consumer Insights; Global Analytics Senior Manager; Director of Marketing Analytics; SVP Director of Decision Analytics & Research; Senior Director of Research; Director of Consumer Insights & Analytics, etc.

    Topics of interest to the group:

    • Optimal experimental design & quasi natural experiments
    • Integrating insights and closed loop measurement
    • Customer lifetime value
    • Predictive and prescriptive analytics
    • Decision inputs: data sparsity, using real-time data, customer satisfaction measurement, mobile data, fundamentals in accuracy of data
    • Decision processing infrastructure: speed at which marketing analytics results can be useful or actionable, experiences in accessing various data streams, warehousing and archiving
    • Methods: machine learning approaches, tools besides MMM, predicting rare or unusual events, choice experiments for profit vs. share, using behavioral data to identify customers, understanding churn, linking to marketing sales & profit
    • Programmatic buying
    • Implications of mobile transactions and mobile payments\
    • Leveraging social listening platforms to generate insights

    Academic Advisor: Carl Mela, Duke University

  • Commercialization: Bringing New Products to Market

    Academic Advisor: Sandy Jap, Emory University

    The group will focus on the process of bringing new products to market and the challenges of commercialization. Attendees should be senior level members who oversee managers with a portfolio of products.

    Topics of interest to the group:

    • Techniques for introducing new products
    • Spend guidelines and best practices
    • Developing go to market strategies
    • Testing

     

  • Consumer Insights

    This group is comprised of senior level managers in consumer insights roles at their organizations. Discussions incorporate techniques and methods along with the managerial implications and challenges as related to the role and influence in the organization. Some titles of attendees include VP of Research; Director of Global Consumer Insights; VP Global Research; Marketing Insights Manager; Director Consumer Insights & Strategy; Technical Director Digital Market Research; etc.

    Topics of interest to the group:

    • Issues in communicating and embedding insights within the organization
    • Marketing the value of the research organization
    • Techniques for synthesis of findings
    • Building consulting skills within the insights function
    • Annual planning and team structures
    • How the marketing research function is evolving: what to hire for vs. what to train for, recruiting techniques, new roles & responsibilities  
    • Redesigning the research process: merging with new technologies & data, the role of new vendors
    • Predictive analytics & future trend mining
    • Knowledge management systems: how to organize research, store, and distribute
    • Resource allocation

     Academic Advisor: Jeff Inman, University of Pittsburgh

  • Customer Experience Design, Touchpoints, & Journeys

    This group includes members who should be senior leaders senior leaders who have direct responsibilities related to understanding, implementing or supporting customer experience or demand journey initiatives and/or customer/consumer centric culture change in their organizations. This could include but not be limited to customer/consumer journey mapping, touchpoint analysis, shopper marketing/insights, CRM, and other customer engagement activities. Some titles of attendees include Customer Experience & Loyalty Lead; Director of Customer Experience; Director of Member Experience; Senior Director of Direct Marketing and Onboarding, etc.

    Topics of interest to the group:

    • Tools and methods for measuring customer experience
    • Designing customer experience dashboards
    • Implementing customer experience management
    • Financial outcomes of customer experience
    • Organizational knowledge gaps in customer experience
    • Using customer experience to drive culture change.      

    Academic Advisor: Kay Lemon, Boston College

  • Marketing Analytics

    This group is comprised of senior level managers in marketing analytics roles at their organizations. General discussion of tools and techniques, along with the managerial implication and management issues related to the roles. Some titles of attendees include Director of Marketing Analytics; Assistant Director of Marketing Effectiveness and Enabling Analytics; Brand insights Manager; Director of Research; Senior Direction Marketing Analytics & Insights; Director of marketing Analytics & Infrastructure, etc.

    Topics of interest to the group:

    • Successes and challenges for marketing analytics
    • Knowledge management systems:  best practices for document, storing, and accessing research
    • Predictive analytics
    • Resourcing for analytics
    • Rescaling tools and techniques across the organization
    • Communicating and using insights
    • The researcher of the future: skills, inherent traits, what to train for vs. what to hire for, recruiting techniques, organizational structuring
    • Data visualization
    • Storytelling: training, techniques, implementation
    • Designing market testing & field experiments: methodologies, measuring the impact of digital testing, marketing automation
    • Big data – beyond the hype: using big data for insights, vendor & tool sharing
    • Customer Management: CLV/profitability
    • Vendor relationships: challenges and successes, recommendations

    Academic Advisor: Kusum Ailawadi, Dartmouth College

  • Marketing Education

    The “original” roundtable. Members of this group should have responsibilities in marketing training, development, and competencies at their organization, as well as overseeing their corporate universities or training programs.

     Academic Advisor: Rohit Deshpande, Harvard University

  • Marketing Learning

    Members of this group should have responsibilities in marketing training, development, and competencies at their organization, as well as overseeing their corporate universities or training programs. Some titles of attendees include Global Training Director; Director of Marketing Excellence; Transformation, Talent & learning Leader; Senior Director of Marketing and Sales Institute; Global Marketing Capability & Effectiveness Leader; Global Marketing Capabilities, Training, and Development;  VP of Marketing Capability & Business Planning, etc.

     

    Topics of interest to the group:

    • Curriculum Strategy
    • “Marketing” marketing training/development
    • Organizational structure and career development in Marketing
    • Evaluating marketing competencies and capabilities: metrics, gaps and challenges
    • Approaches to global learning
    • Digital marketing & social media: competencies and capabilities
    • Virtual Learning: challenges, uses, best practices
    • Metrics: Evaluating your marketing learning system & assessing success
    • Rewards & recognition: How effective are rewards/awards in driving the adoption of marketing training or changing behaviors
    • Training teams vs. individuals
    • Role profiles: socializing profiles in the marketing organization, experiences and skills for each role, competencies for roles
    • Career tools: for each role, career paths, vendors/firms/schools
    • Experiential learning: institutionalizing experiential and on the job learning,  tools for managers to teach this way, creating a culture for experiential learning, methods such as apprenticeship, rotational, project-based, mentorships, etc.

    Academic advisor: Christine Moorman, Duke University