9/14/2022 Wednesday

7:30-8:30am Registration & Breakfast

8:30-8:45am Welcome and Opening Remarks

8:45-10:15am Effective Customer Management: Eva Ascarza, Harvard Business School

Marketing has evolved from evaluating the profitability of anonymized transactions to evaluating the customer lifetime value (CLV) of individual customers. CLV is a set of discounted cash flows of margin from each transaction with a customer being balanced against costs of acquiring, retaining, and developing that customer. In this session, we will discuss a framework for addressing three issues: measuring CLV, creating marketing interventions that increase CLV and reduce churn, and understanding why marketing actions produce churn versus positive response at different places in the customer journey. The framework is equally applicable in B2C and B2B settings. Attendees will then apply the framework to customers of their firms.

10:15-11:00am Break & Office Hours with Speaker

11:00am-12:30pm The C.R.E.D.O. Model: Designing a Purpose-driven Brand: Joshua T. Beck, University of Oregon

Some customers, employees, and even investors are increasingly demanding that brands take stances on hot-button social and government policy issues like Black Lives Matter, gun control, or reproductive rights.  How should firms respond to these pressures when passionate groups disagree about the consequences of a particular policy and the values attached to those consequences? Stakeholders want leadership and deeper meaning from brands. However, the ideological landscape is turbulent and often involves contradictory viewpoints across stakeholders. Drawing on his research on consumer ideology, activism, and social movements, Josh Beck will lead participants through a set of cases and exercises designed to hone their abilities to design purpose-driven brands by enhancing customer bonds and employee engagement while also avoiding costly missteps. Participants will be equipped with a purpose design toolkit, the C.R.E.D.O. Model, that will assist in charting, risking, evangelizing, demonstrating, and oversighting in ways that authentically craft a purpose-driven brand.

12:30-1:45pm Lunch

1:45-2:15pm Afternoon Activity with Speaker

2:15-3:45pm Do Better Analytics Drive Better Decisions and Improved Profit? Ron Berman, University of Pennsylvania

Companies are constantly encouraged to collect better marketing data and make data-driven decisions to increase their profits. However, what process should companies take to transform these data into insights? How does one make decisions with these insights? And does better data always lead to better decisions? Ron Berman will review emerging research about the difference between the goals of data scientists and researchers (“discover insights”) and marketers (“increase profit”), which are often misaligned. The session will lead participants through an exercise in data driven decision making aimed at maximizing profit. Several case studies where firms made terrible data driven mistakes will be discussed and best practices for better analytics will be developed.

3:45-4:30pm Break & Office Hours with Speaker

5:00-6:30pm Networking Reception

9/15/2022 Thursday

8:00-8:30am Breakfast

8:30-9:00am Reflections & Opening Remarks

9:00-10:30am Artificial Intelligence for Social Media Marketing: Data, Methods, and Insights: Liu Liu, University of Colorado Boulder

With the rise of social media platforms (e.g., Tiktok, Instagram) and more and more brand-related content created and spread through these platforms, social media marketing has become an important part of firms’ marketing strategy.  The most recent developments in Artificial Intelligence (AI), driven by deep learning techniques, provide firms with opportunities to improve the efficiency and efficacy of their social media strategy. Drawing on the latest research in both marketing and artificial intelligence – including her own work — Liu Liu will lead participants through a case study of how artificial intelligence can help marketers identify customers’ needs from reviews, measure brand perceptions from consumer-generated images, and automatically generate ads and social media posts. The session gives a high-level overview of recent state-of-the-art techniques and translates to a holistic approach focused on business insights.

10:30-11:00am Break & Office Hours with Speaker

11:00am-12:30pm Extracting Insights from Location Data: Michelle Andrews, Emory University

Can payment and location data target—and reveal—your individual identity? Michelle Andrews shows just how many spatiotemporal data are needed to identify individuals from credit card or location data, and, how this is possible. While these data are immensely valuable for the unique insights into consumers and businesses they can reveal, they remain largely untapped. Drawing on her research on mobile technologies, Michelle will overview the current use of location data, discuss ways to extract deeper insights from them, and highlight privacy issues associated with their use. A set of exercises designed to showcase the informational advantages of location data in decision making will help participants apply location data to answer a variety of questions firms face daily across industries.

12:30-1:00pm Office Hours with Speaker & Closing Remarks

MSI has secured a block of rooms at the Battery Wharf Hotel at a discounted rate of $289 per night for a Deluxe King room. In order to secure a room at the group rate please contact the Battery Wharf Hotel at (617)994-9000 and reference the 2022 MSI Accelerator Conference when booking or use this link to book.

Availability and the discount for rooms can only be guaranteed until August 31st, 2022, so please make sure to book your accommodations early.

Battery Wharf Hotel
3 Battery Wharf
Boston, MA 02109