Boost Your Marketing Effectiveness with Experimental Design

Northwestern University, Evanston, IL


We’ve all heard about “test and learn” and “fail fast” – to quickly identify what works (and doesn’t work) to increase marketing effectiveness. Running field experiments is a crucial means to accelerate learning and to identify when mismeasurement of marketing is overstating ROI…but doing it well is a challenge.

Led by internationally renowned professors Brett Gordon and Derek Rucker of Northwestern University, this one-day workshop offers tools and insights to strengthen your organization’s experimental capabilities through field experiments. Incorporating research with Facebook on observational measurement approaches and randomized controlled trials, they will begin with a review of the fundamentals: Why are randomized experiments considered the “gold standard” of measurement practice? How can experiments be used to: identify causal influences, test alternative marketing approaches, and link directly to action? How can you run experiments when you can’t easily randomize in your setting?

Attendees will learn from direct teaching sessions and panel discussions how field experiments can be leveraged to help boost your overall assessment capabilities and better evaluate ROI. Academic and practitioner panels will share research on field experiments, successful business examples and pitfalls, techniques on how to promote experimentation with internal stakeholders and overcoming organizational and implementation barriers. The workshop will conclude with engaging, small-group discussions among noncompeting companies. If you are a professional tasked with better understanding marketing measurement in your organization, then this workshop is a do-not-miss event.

Who Should Attend:

  • Marketing and branding professionals seeking to learn the basics on field experiments as they apply to business practice and how they can be leveraged to boost ROI
  • Promotional marketers interested in learning why running experiments is essential to understanding the success of promotions and how to communicate this across the organization
  • Marketers involved in research and analytics who are curious about, but unfamiliar with, how running experiments can be as important as learning how to socialize and communicate their value

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Hilton OrringtonMSI has secured a block of rooms at the Hilton Orrington/Evanston hotel at a discounted rate of $145 per night. In order to secure a room at the group rate, please call Hilton Central Reservations at 1-800-445-8667 and ask to book a room in the Marketing Science Institute block and referencing the group code MSIC. Reservations can also be booked online here.

Availability and discounted rate for rooms can only be guaranteed until Thursday, June 1st, so please make sure to book your accommodations early.

Hilton Orrington/Evanston
1710 Orrington Avenue
Evanston, Illinois 60201


Jun 27, 2017



Northwestern University, Evanston, IL



  • Corporate Member: $595.00
  • Academic: $595.00
Registration not
available to the public

Registration Deadline: Jun 16, 2017