Marketing Analytics Symposium - Sydney (MASS), 3-4 ...€¦ · Advertising Effects, Anna Tuchman,...
Transcript of Marketing Analytics Symposium - Sydney (MASS), 3-4 ...€¦ · Advertising Effects, Anna Tuchman,...
Marketing Analytics Symposium - Sydney (MASS), 3-4 February 2020 ProgramCrossroads of Marketing Analytics
business.unsw.edu.au/campaigns/mass2020
@MASS_conf on Twitter #MASS2020
Conference Chair: Prof. Harald Van Heerde (UNSW)
Conference Co-Chairs: Prof. Jack Cadeaux (UNSW), A/Prof. Mathew Chylinski (UNSW), Prof. Prac. Nicolas Chu (UNSW, Sinorbis)
Advisory Board: Prof. John Roberts (UNSW), Prof. Gary Lilien (PSU), Prof. Prac. Nicolas Chu (UNSW, Sinorbis), Sameer Chopra (Apple), Vicky Falconer (AWS), Sidney Song.
Day 1
8.00 Registration and Light Breakfast
8.55 Acknowledgement of Country
9.00 Welcome and Introductions - Prof. Harald Van Heerde (UNSW)
9.05 Plenary Guest Speaker AcademicVideo Content Marketing: the making of a clip for Netflix, Michel Wedel, University of Maryland
9.30 Break
9.35 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion
Breakout 1: Online Retailing Breakout 2: Omnichannel Acquisition
Part 1:
The Added Value of Data Analytics: Evidence from Online Retailers, Ayelet Israeli, Harvard Business School
Part 2:
Data Analytics at the Centre of Online Retailing Universe - A case study from The ICONIC, Kshira Saagar, Global Fashion Group
Part 1:
Are Groupon Customers Worthwhile? Customer Acquisition via Daily Deals and a Comparison with Alternative Acquisition Channels Jie Zhang, University of Maryland
Part 2:
How does Performics combine market-first technology and best practice to deliver end-to-end performance marketing solutions? Jason Tonelli, CEO, Performics Australia
10.35 Break
All standalone sessions (e.g. keynote talk) will be held in the Water Room. Odd numbered breakout sessions will be held in the Water Room and even numbered breakout sessions will be held in the Dawes Point Rooms (1&2).
10.40 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion
Breakout 3: Above-the-line promotions
Breakout 4: Online promotion
Part 1:
Generalizable and Robust TV Advertising Effects, Anna Tuchman, Northwestern – Kellogg
Part 2:
The relevance of Above-The-Line media in 2020, Joel Trethowan, Managing Director, Alchemy One
Part 1:
Looking Beyond Sales: Promotion Impact on Profit in Online Retailing, Dominik Papies, Universität Tübingen
Part 2:
Delivering actionable insights and an improved customer experience through data storytelling, Bernie Johnson, Director, Adrenalin Media
11.40 Morning Tea Break
12.00 [2 Breakout sessions] Each session will include one academic presentation and one industry presentation, followed by a joint panel discussion
Breakout 5: Customer Communication Analytics
Breakout 6: Sales Forecasting
Part 1:
A War on Sugar? Finding the Sweet Spot in Sugar Reduction Strategies, Kristopher Keller, University of North Carolina
Part 2: Life doesn’t always go according to plan: encouraging help seeking behaviour in the Murrumbidgee, Carolyn Loton, Juntos Marketing
Part 1: Utilizing Mobile Browsing Behavior to Predict Store Visit and Customer Journey Progression, Evert de Haan, University of Groningen
Part 2:
People-based sales forecasting and the role marketing plays in driving sales, Gagan Batra, Director, Insighten
13:00 Lunch
Day 1 continued
14.00 Fireside Chat: The future of Marketing Analytics
Join us for an exclusive fireside chat with Stephen Scheeler, CEO of Omniscient Neurotechnology and Senior Advisor for McKinsey and Company. As the former Facebook CEO for Australia and New Zealand, Stephen helped to guide Facebook’s unprecedented rise from quirky Silicon Valley success story to media and technology titan. We will discuss with him the evolutions of marketing models, the impact of AI on marketing analytics and the power of data when you reach scale.
Speaker: Stephen ScheelerModerator: Nicolas Chu, CEO & Founder, Sinorbis
14.30 Panel Discussion: How to step-change industry-academia collaboration
Technology has put data and analytics on steroids. The opportunity for industry & academia collaboration is bigger than ever. That said we often get the partnership wrong and the needs of both group can get misaligned.
In this session, we share some home truths of what wrong can look like and more positively, outline principles that enable better synergy and ultimately better outcomes for both parties.
Speakers: Jason Tonelli, Performics Australia; Andy Lark, Group Lark; John Roberts, UNSW, Oded Netzer, Columbia Business SchoolModerator: Vijay Solanki, The B’old’INtern
15.00 Break
15.05 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion
Breakout 7: Customer Experience
Breakout 8: AI and Marketing Analytics
Part 1:
Identifying substitution patterns using product reviews, Jörn Boenke, UC Davis
Part 2:
Applying AI/ML to Optimise Customer Experience, Madeleine North, Amazon Web Services (AWS)
Part 1:
Deep Learning Choice Models: Integrating Theory with Artificial Intelligence, Karsten Hansen, University of California, San Diego
Part 2:
AI, Machine Learning and Attribution: Practical Application in Marketing at IAG, Willem Paling, IAG
16.05 Break
16.10 Closing Remarks Day 1
16.20 Networking Reception
17.00 Finish
19.00 Gala Dinner
Day 2
8.30 Breakfast
9.00 Welcome and Introductions
9.10 Keynote Day 2 - Leveraging Unstructured (Textual) Data, Oded Netzer, Columbia Business School
9.40 Break
9.45 [4 Breakout Sessions]
Room 1 Room 2 Room 3 Room 4
Big DataPrice and Product Dynamics
Text MiningLocation / motion analytics
9.45 Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions Ofer Mintz, University of Technology Sydney
Price Dynamics on Amazon Marketplace: A Multivariate Random Forest Variable Selection ApproachSharmistha Sikdar, Tuck School of Business at Dartmouth College
A Linguistic Analysis of Forward-looking Firm Vocabulary, its effect on Marketing Intent and on Market Responses’Sudhir Voleti, Indian School of Business (ISB)
Exercising Self-Control Through Self-Reward, Ran Kivetz, Columbia Business School
10.10 SKU outlier identification and prediction using supervised machine learning, Martin Hirche, University of Melbourne
How Complementarity affects Volatility in a Retail Product Network, Jack Cadeaux, University of New South Wales (UNSW)
Extracting and analyzing psychological constructs from text data: The example of gender prejudice across languages, David DeFranza, The University of Utah
Perils of Location Tracking? Personalized and Interpretable Privacy Preservation in Consumer Mobile Trajectories Natasha Foutz, University of Virginia
All standalone sessions (e.g. Welcome and Keynote talk) will be held in the Water Room.
Room 1 = Water Room Room 2 = Dawes Point Room 1Room 3 = Dawes Point Room 2Room 4 = Dawes Point Room 3
Day 2 continued
Room 1 Room 2 Room 3 Room 4
10.35 Big Data Product Dynamics Text Mining Location / motion analytics
From RFM to LSTM: Predicting customer future with autoregressive neural nets, Thomas Reutterer, WU Vienna University of Economics and Business
What’s Shared on the Web May Affect Product Prices-Evidence From the Housing Market Tarique Hossain, California State Polytechnic University
What Can We Learn from Online Movie Reviews? Capturing Viewers’ Movie Experience through Machine Learning, Madhumita Nanda, University of Sydney
On-the-way choice of convenience outlets, Harmen Oppewal, Monash University
11.00 Morning tea break
11.20 [4 Breakout Sessions]
Room 1 Room 2 Room 3
Social Ties and Word of Mouth
Price, Promotion and Demand
Image Mining
11.20 A Friend in Need is a Friend Indeed: Strategic Contributions in Crowdsourcing, Tingting Fan, The Chinese University of Hong Kong
An Empirical Analysis of Interstore Promotional Elasticity in the US Supermarket Industry, Yuqing Ma, Monash University
Brand Image Mining: A Solution for Brand Logo Detection using Convolutional Neural Networks Amos Schikowsky, University of Hamburg
11.45 The Effectiveness of Social Advertising: Evidence from a Large-Scale Field Experiment, Song Lin, Hong Kong University of Science and Technology
Dissecting Organic Growth: Category Growth vs. Market Share, Arry Tanusondjaja, University of South Australia
Is Centre the Best Location? An Eye-Tracking Study of Text Message Location Strategies in Video Advertising Junbum Kwon, University of New South Wales
12.10 Agent Based Models: Developing Flight Simulators for Researchers and Managers, Ian Wilkinson, University of Sydney
Mood and Consumption Choices: Evidence from Sunshine Data, Andre Bonfrer, Deakin University
Using Image and Text Mining to Investigate Consumer Engagement on Social Media Platforms: Evidence from Facebook and Twitter, Iman Ahmadi, The University of Warwick:
12.35 Lunch
13.35 [3 Breakout Sessions]
Room 1 Room 2 Room 3
Customer Loyalty Analytics/Segmentation
Service Failure Branding and Advertising
13.35 The Impact of Coalition LP Evolution on Member Purchase and Redemption Activity, Wayne Taylor, Southern Methodist University:
Managing crisis: slicing vs chunking negative news announcements, Ljubomir Pupovac, University of New South Wales
Be Typical, But Typical of What? The Role of Sport Event Typicality in Advertising Effectiveness, François Carrillat, University of Technology Sydney
14.00 Customer Relationship Management through Goal Setting Features: The Effect on Customer Retention and Customer Equity, Andre Bonfrer, Deakin University
Service Failure in the Public Transportation Industry: Modeling its Impact on Sales, Marc Fischer, University of Cologne/UTS
Branded mobile apps, Lara Stocchi, Flinders University
14:25 Market segmentation by exploiting individual-level parameters: A comparison between mixed logit and latent class logit models, Nelyda Campos-Requena, Macquarie University, Universidad del Desarrollo and Universidad Católica de la Santísima Concepción
The Long-term Effect of Frequent Product Recalls on the Recalling Firm’s Reputation, Sajeev Varki, University of South Florida
Attributing Store Traffic to Advertising: The Case of Home Improvement and Hardware Stores, Bhoomija Ranjan, Monash University
14.50 Break
Day 2 continued
Room 1 Room 2 Room 3
15.10 Access-Based Consumption Social Marketing/ Market Segmentation
Natural Experiments
Content Monetization and Preview Design, Dai Yao, National University of Singapore
Absence Versus Presence-Focused GMO Labeling: Impact on Consumer Choice and Policy implications, Youngju Kim, NEOMA Business School
The Impact of a Mobile Payment App: A Natural Experiment, Steven Lu, University of Sydney
15.35 Is Streaming Killing the Superstar? Information spillover effects are benefiting unknown artists while hurting superstars Vienna University of Economics and Business
Marketing Segmentation Process of Sports Spectator using Post-Hoc Approach, Tatsuru Nishio, Yamaguchi University
Life Shocks: The Effects on Food Baskets , Fatima Madani, Monash University
16.00 Up Next: How Playlists Affect Music Consumption on Online Streaming ServicesNils Wloemert, Vienna University of Economics and Business
Market Expansion While Balancing Social and Financial Objectives: Evidence From Microfinance Enterprises in Bangladesh, Jarrod Vassallo, The University of Sydney
A Theory of Negativity Bias, Jihwan Moon, University of New South Wales
16.25 Break
16.25 Closing Remarks Day 2
17.00 Finish
Notes
Notes
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