May 10-11, 2013 Yale University55 Hillhouse AvenueNew Haven, Connecticut

Thursday, May 9th

6:00–8:00 pm Reception: The Study at Yale – Penthouse 1157 Chapel Street, New Haven, CT 06511

Friday, May 10th | GM Room, Horchow House – 55 Hillhouse Avenue, New Haven

8:15–8:45 am Registration and Breakfast

8:45–9:00 am Welcome and Overview Dean Ted Snyder and Professor Ravi Dhar

9:00–10:40 am Session One: Innovations

10:40–11:00 am Break

11:00 am–12:20 pm Session Two: Big Data

12:20–1:30 pm Lunch

1:30–3:35 pm Session Three: Maximizing Brand Performance

3:35–3:50 pm Break

3:50–5:30 pm Session Four: Social Media

5:30–6:00 pm Transportation provided to Union League Café 1032 Chapel Street, New Haven

6:00–7:00 pm Drinks

7:00–10:00 pm Dinner and Keynote Address: Stan Stanunathan Vice President of Marketing Strategy & Insights, Coca-Cola

Saturday, May 11th | GM Room, Horchow House – 55 Hillhouse Avenue, New Haven

8:00–8:30 am Breakfast

8:30–10:10 am Session Five: Competetive Marketing Strategies

10:10–10:30 am Break

10:30 am–12:35 pm Session Six: Understanding Customer Choice

12:35 pm Closing Remarks: Ravi Dhar

12:40 pm Lunch (take home)

Abbreviated Agenda

Bringing Together Leading Business Practitio ners and Cutting-Edge Academic Researchers

6:00–8:00 pm Reception The Study at Yale – Penthouse 1157 Chapel Street, New Haven, CT 06511

GM Room, Horchow House 55 | Hillhouse Avenue, New Haven

8:15–8:45 am Registration and Breakfast

8:45–9:00 am Welcome and Overview

Dean Ted Snyder, William S. Beinecke Professor of Economics & Management, Yale School of Management

Professor Ravi Dhar, George Rogers Clark Professor of Management and Marketing & Director of the Yale Center for Customer Insights

9:00–10:40 am Session One: Innovations

Chair – Subrata Sen, Joseph F. Cullman 3rd Professor of Organization, Management and Marketing, Yale School of Management

9:00–9:25 am Inspiration From the Edge: Rethinking Approaches to Design Research in a Fast-Changing World

Annette Diefenthaler, Senior Design Researcher, IDEO Ashlea Powell, Project Lead, IDEO

In recent years, design research has reached a tipping point. The conversation has shifted from validating and explaining the discipline to an exploration of its possibilities and further development.

At IDEO, we believe design research is ripe for innovation. In our talk, we will share new methods that respond to fast-changing market conditions, and ways of opening up the discipline to a broader set of minds.

9:25–9:45 am Does Chatter Really Matter: Impact and Usefulness of Online Chatter for Brand Strategy

Gerard J. Tellis, Professor of Marketing and Management & Organization, Director of the Center for Global Innovation, and Neely Chair in American Enterprise, University of Southern California

This paper will discuss the impact of online chatter on stock market prices. It will also present the usefulness of chatter for diagnosing dynamic brand positioning over time.

9:50–10:15 am The Impact of Pharmaceutical Innovation on Longevity and Medical Expenditure in France, 2000-2008: Evidence from Longitudinal, Disease-Level Data

Frank R. Lichtenberg, Courtney C. Brown Professor of Business, Columbia University Graduate School of Business, and Research Associate of the National Bureau of Economic Research

Analysis of longitudinal, disease-level data indicates that pharmaceutical innovation increased longevity (mean age at death) in France by 0.29 years (3.43 months) during the period 2000-2009—about one-fifth of the total increase in longevity. Longevity is much more strongly related to the number of drugs than it is to the number of drug classes. Pharmaceutical innovation during 2000-2009 is estimated to have increased 2009 per capita pharmaceutical expenditure by $125 (26%), but most (87%) of this increase was offset by a reduction in hospital expenditure, so the cost per life-year gained from pharmaceutical innovation in France during 2000-2009 was about $8100.

Thursday, May 9th

Friday, May 10th

Detailed Agenda

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10:15–10:40 am Sense of Nonsense - Decoding the Visual Web

Abigail Posner, Head of Strategic Planning, Agency Development, Google

Ms. Posner will reveal how all of our play in the visual web – pictures, memes, gifs and videos – isn’t wasteful but rather powerful and meaningful, and ultimately, a way for brands to connect more strongly with their consumers and followers.

10:40–11:00 am Break

11:00 am–12:20 pm Session Two: Big Data

Chair – Stephen Gold, IBM

11:00–11:30 am Bending the Knowledge Curve with IBM Watson

Stephen Gold, VP Worldwide Marketing, IBM Watson Solutions

IBM Watson is ushering the new era of cognitive systems into the mainstream with unprecedented capabilities that combine natural language processing, Big Data, evidence evaluation, and machine learning. IBM is working across industries with leading organizations to put Watson to work. Join Stephen Gold, Vice President, Worldwide Marketing, IBM Watson Solutions, in an engaging discussion of how this new transformational technology holds the potential to change the way our world thinks, acts and operates.

11:30–11:55 am Making Sense of Big Data

Carlos Fonseca, SVP/ Group Head, Strategy, Operations and Analytics, MasterCard Worldwide

Dealing with large amounts of information is a reality across almost all industries today. An even more relevant fact is that

we as consumers face the challenge of being bombarded by incrementally larger amounts of information in our daily lives. This will be an example-driven discussion seeking to illustrate how consumers and companies make sense of information to foster innovation and co-create solutions.

11:55 am–12:20 pm Using Big Data to Re-invent Shopping

Tamara Gruzbarg, Senior Director of Analytics and Research, Gilt Groupe

On any given day, Gilt Groupe creates over 3000 versions of their emails based on explicit (self-reported) and implicit (behavioral) customer preferences for brands and product categories. Is there still a place for segmentation in this highly personalized world? This session will show how conglomerate of techniques is being used across various departments, including merchandising, creative and marketing, to better understand who they are buying for, how to tailor creative to a respective customer segment, and develop the right messaging for the consumer.

12:20–1:30 pm Lunch

1:30–3:35 pm Session Three: Maximizing Brand Performance

Chair – Shane Frederick, Professor of Marketing, Yale School of Management

1:30–1:55 pm A Foundational Approach to Consumer Insights

Pam Greer, Vice President, Consumer Insights, Starbucks

At Starbucks our mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Our ability to deliver against this mission requires that we understand our customers on a deeper level. As a result, Starbucks focuses on consumer research that is foundational

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rather than prescriptive. We employ and explore creative methodologies to “humanize” our approach and leverage larger societal constructs from anthropology and sociology to hone in on the true essence of our customers.

1:55–2:20 pm Emotional Counter-Conditioning of Brand Attitudes

C. Miguel Brendl, Associate Professor of Marketing, Kellogg School of Management, Northwestern University

How can brand image that is tainted with negative emotions be improved? It is often insufficient to merely communicate objective information. As in “fighting fire with fire” we show how positive emotions can be used as anti-dotes to negative emotions.

2:20–2:45 pm ESPN XP: A Surround Strategy for Cross Platform Research

Barbara Singer, VP, Advertiser Insights & Strategy, ESPN

For over a dozen years, the ESPN Research and Analytics team has been on a quest to understand cross platform media usage. How do TV, audio, magazine, PC’s, tablets and smartphones combine to deliver what sports fans want? And how do sponsors connect most effectively to fans across those platforms? This presentation will describe key learning about multimedia campaigns, including the characteristics of a high-performing mix, creative insights, and sponsorship effects. The findings come from a variety of research approaches, including learning from the Disney Media & Advertising Lab.

2:45–3:10 pm Deceptive Reviews

Duncan Simester, Professor, MIT Sloan School of Management

We present evidence that many product reviews at a private label retailer’s website are submitted by customers who do not appear to have purchased the product they are reviewing. We show

that these reviews are significantly more negative than products submitted by customers who have purchased the product. The findings suggest that the phenomenon of deceptive reviews may be far more prevalent that we would otherwise think.

3:10–3:35 pm From Great Brief to Great Work

David Terry, Director of Strategic Planning, Wieden+Kennedy

Wieden+Kennedy is recognized for creating great work for brands. Our work is globally recognized for its creativity and effectiveness. Great work doesn’t pop out of thin air. It starts with a brief. I’m going to talk about what a brief has to do with great work.

3:35–3:50 pm Break

3:50–5:30 pm Session Four: Social Media

Chair – K. Sudhir, James L. Frank ‘32 Professor of Private Enterprise and Management, Professor of Marketing, Yale School of Management

3:50–4:15 pm The Next Normal – An Unprecedented Look at Millennials Worldwide

Christian Kurz, VP, Research, Insights and Reporting, Viacom International Media Networks

“The Next Normal – An Unprecedented Look at Millennials Worldwide” is the first truly global exploration of Millennials and delivers insight into the attitudes, values, aspirations and perspectives of young people (aged 9-30) from 24 countries.

4:15–4:40 pm The Perils of “Selective Listening” in Social Media Monitoring: Sentiment and Venue Choice in Social Media Posting Behavior 

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David A. Schweidel, Associate Professor of Marketing, Goizueta Business School, Emory University

Using social media comments collected from a wide range of domains, we derive a measure of brand sentiment, which we find is a leading indicator of an offline brand tracking study and changes in the firm’s stock price. We demonstrate how the inferred sentiment and prevalence of topics discussed in social media are affected by the sources of social media data, highlighting the limitations of selective listening in social media monitoring.

4:40–5:05 pm The Power of Social Listening: A L’Oréal Case Study

Mark Brooks, Senior Vice President, Consumer & Market Intelligence, L’Oréal USA

This session will examine Social Listening best practices and applications for brand optimization and new consumer acquisition.

5:05–5:30 pm The Groupon Effect on Yelp Ratings: A Root Cause Analysis   

Georgios Zervas, Simons Postdoctoral Fellow in Computer Science at Yale University

The emergence of the daily deals online marketplace has been an e-commerce phenomenon that has engendered remarkable stories of rapid growth, exemplified by firms such as Groupon and Living Social. At the same time, critics have accumulated considerable evidence, largely anecdotal in nature, of incipient failure of this marketplace. Our empirical work attempts to reconcile these divergent viewpoints through quantitative evaluation, in an effort to understand the sustainability and long-term outlook of the daily deals business model.

5:30–6:00 pm Transportation Provided to Union League Café 1032 Chapel Street, New Haven

6:00–7:00 pm Drinks

7:00–10:00 pm Dinner

Keynote Address (preceding main course) Stan Sthanunathan, Vice President of Marketing Strategy & Insights, Coca-Cola

GM Room, Horchow House | 55 Hillhouse Avenue, New Haven

8:00–8:30 am Breakfast

8:30–10:10 am Session Five: Competetive Marketing Strategies

Chair – Jiwoong Shin, Associate Professor of Marketing, Yale School of Management

8:30–8:55 am Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity  

Liye Ma, Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland

Using a dataset obtained from an Internet search engine, the authors study patterns in consumers’ click activity after a keyword search. They find that the propensity to click in general, and that to click sponsored links as opposed to organic links, depends on the popularity of the keyword. This is driven by the fact that there is systematic heterogeneity across consumers searching keywords of different popularity levels. These results suggest that firms should focus on Search Engine Optimization for more popular keywords and on Sponsored Search Advertising for less popular ones.

Saturday, May 11th

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8:55–9:20 am A Theory of Social Coupons 

Upender Subramanian, Assistant Professor, Jindal School of Management, UT Dallas

By revealing the number of deals sold in real time, social coupons (e.g., Groupon, Living Social) can facilitate social learning amongst consumers. While firms may seek to strategically leverage such social learning, we show that this may also prove counterproductive: the very possibility of social learning can unravel a firm’s attempt to influence consumers.

9:20–9:45 am Repairing the Damage: The Effect of Price Expectations on Auto-Repair Price Quotes

Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Kellogg School of Management, Northwestern University

We show that price expectations alter outcomes in a negotiated price environment. By experimentally manipulating the price expectations that consumers communicate to firms, we show that consumers’ price expectations alter outcomes by directly changing firms’ behavior. We implement a large-scale field experiment in which callers request price quotes from automotive repair shops. We find that repair shops quote higher prices if they know that callers’ perception of the market price is high. We find that women are quoted higher prices than men when callers signal that they are uninformed about market prices. However, gender differences disappear when callers mention an expected price for the repair. Finally, we find that repair shops are more likely to offer a price concession if asked to do so by a woman than a man.

9:45–10:10 am Digital Discrimination: The Case of Airbnb.com  

Michael Luca, Assistant Professor, Harvard Business School

In an effort to facilitate trust, online marketplaces have become increasingly social - often allowing sellers to present personal profiles and post pictures of themselves. However, these features may also facilitate discrimination. In this analysis, we test for racial discrimination against landlords in the online rental marketplace Airbnb.com. Combining pictures of all New York City landlords on Airbnb with their rental prices and information about quality of the rentals, we show that white hosts charge approximately 15% more than black hosts for the equivalent rental. Moreover, black hosts receive a larger price penalty for having a poor location score relative to white hosts. This highlights the prevalence of discrimination in online marketplaces, and suggests an important unintended consequence of a seemingly–routine mechanism for building trust.

10:10–10:30 am Break

10:30–12:35 am Session Six: Understanding Customer Choice

Chair – Nathan Novemsky, Professor of Marketing, Yale School of Management

10:30–10:55 am Why, When and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study 

Thales S. Teixeira, Assistant Professor of Business Administration, Harvard Business School

Research on the effectiveness of entertainment reveals that both too much and too little entertainment in TV and online ads reduces brand purchases. Based on a large-scale field study of almost 5000 ad views, wherein people’s own webcams were used to film their faces while they watch a series of ads, the authors show that there exists an ‘optimal’ amount of entertainment to strike in ads. In addition, all entertainment before the first

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appearance of the brand decreases the consumer’s intent to purchase the brand while that which comes after increases it.

10:55–11:20 am BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself and the Environment  

Uma R. Karmarkar Ph.D., Assistant Professor of Business Administration, Harvard Business School

As concerns about climate change and resource availability become more central in the public discourse, the use of reusable grocery bags has been promoted socially, politically and by grocery retailers themselves. We use experimental and empirical methods to examine how adoption of this behavior might influence consumers’ grocery shopping and find that while bringing your own bags encourages other “green” choices, it also increases indulgent purchases like dessert.

11:20–11:45 am Shining Some Light on Consumer Choice: The Effects of Ambient Light on Choices Between Virtues and Vices    

Dr. Dipayan Biswas, Associate Professor of Marketing, University of South Florida

This research examines how the ambient light intensity in a retail context might influence consumer choices between virtue (e.g., healthy) versus vice (e.g., unhealthy) products. The results of several experimental studies (conducted at restaurants and in labs) show that changing ambient light intensity influences consumer choice patterns, whereby choices for healthy products tend to be higher when the ambient light intensity is enhanced.

11:45 am–12:10 pm Looks Like a Bus Station: Shopper Density, Status Inferences, and Object Valuations by Consumers       Thomas C. O’Guinn, Professor of Marketing, University of Wisconsin- Madison

Our research shows that consumers infer the social standing of others by, among many things, social density (people/m2), at least in American retail settings. They then extend this inference to the economic value of objects in the same space. In other words, people think that, all else being equal crowded stores have lower income and social class customers in them, and this reduces the amount the retailer can charge for a given item.

12:10–12:35 pm Do as We Say or Do as We Do? Prediction, Mis-Prediction and Behavior

William Putsis, Professor of Marketing, Economics and Business Strategy, Kenan-Flagler Business School, UNC Chapel Hill

Previous research suggests that individuals mis-predict their future preferences in a variety of situations. However, evidence regarding the role of previous experience and attitudinal versus situational factors in determining prediction accuracy is limited. We attempt to fill this gap by studying the accuracy of prediction, using data from the Partnership for Drug Free America’s (PDFA) survey on teenagers’ marijuana consumption in the United States. Empirically, the main questions we examine are (1) whether individuals are able to correctly predict their future consumption of illegal drugs (2) the direction of mis-prediction (over versus under) and (3) the factors that affect errors in prediction.

12:35 pm Closing Remarks, Ravi Dhar12:40 pm Lunch (take home)

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Industry Speakers

Stan Sthanunathan, Vice President of Marketing Strategy & Insights, Coca-Cola

Keynote SpeakerStan Sthanunathan is the Vice President of Marketing Strategy & Insights of The Coca-Cola Company in Atlanta heading up the function on a global basis. Prior to this role, Stan was Head of Knowledge & Insights for the Asia Group based in Hong Kong. He started his career fourteen years ago in The Coca-Cola Company as Research Manager of the Middle East and North Africa Division based in London. Before joining Coca-Cola, Stan was General Manager of NFO in their Middle East, North Africa office based out of Dubai for five years. His research career started in 1985 with Pathfinders: India with whom he was associated for almost seven years. Upon leaving, he was General Manager of the agency. Stan earned his Bachelor Degree in Mechanical Engineering from Bombay University and followed this with his MBA from India Institute of Management in Bangalore, India.

Mark Brooks, Senior Vice President, Consumer & Market Intelligence, L’Oréal USA

Mark Brooks joined L’Oréal in 2002 and currently leads all consumer, shopper, and analytic insights activities for L’ORÉAL USA. Mark’s passion for beauty is reflected in his 15 years of expertise in this sector. Mark’s team is responsible for all creative /copy testing, innovation evaluation, market adoption, segmentation, social listening, shopper knowledge, and advanced analytics activities for the company. Prior to joining L’Oréal, Mark held insights positions at the NPD Group, IPSOS, and American Express. Mark attended the University of North Carolina and completed his MBA at Wake Forest.

Annette Diefenthaler, Senior Design Researcher, IDEO

Annette Diefenthaler is a Senior Design Researcher and Project Lead for award-winning global innovation consultancy IDEO. Her insatiable curiosity about people, their beliefs and behaviors leads her to identify human needs and desires that can inspire design strategies. She enjoys complex challenges that require deep thought. Yet in her mind, strategies are only as good as their applicability, and with a background as a carpenter and product designer, Annette is passionate about translating her findings into actionable opportunities and tangible design solutions. Since joining IDEO in January 2008, Annette has guided teams in designing bank branches, toys, hospital experiences, multiple services for chronic disease patients, and organizational change programs. She has extensive experience in designing solutions in the area of healthcare. Annette has shared her deep process understanding in countless workshops as well as in creating IDEO’s publicly available Design Thinking Toolkit for Educators. She enjoys writing and is a contributor to the Design Dictionary (2008, Board of International Research in Design, Editors: M. Erlhoff, T. Marshall). Annette is passionate about bringing human-centered design to systemic challenges in education. She has recently focused on collaboratively working on new solutions will enable learners to thrive in the changing environments of the future. Annette is an Adjunct Assistant Professor of Public Policy at NYU Wagner’s Graduate School of Public Service. She is currently developing a Fellowship Program at The New School of Public Engagement. She holds a masters degree from Koln International School of Design.

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Carlos Fonseca, SVP/ Group Head, Strategy, Operations and Analytics, MasterCard Worldwide

Carlos Jose Fonseca currently serves as Marketing SVP/ Group Head for Strategy, Planning and Analytics at MasterCard Worldwide. In this position he is responsible for articulating a consumer and insights led-strategy for MasterCard interacting with diverse regions and functions including products and finance. He also coordinates MasterCard’s worldwide marketing planning cycle and the use of analytics to guide strategy and monitor performance across initiatives and consumer segments. Through his career, he has built a balanced background in marketing and finance, developing the ability to manage and motivate cross-functional teams in projects ranging from the M&A of a credit card’s portfolio to the semiotic analysis and testing of an advertising campaign. Carlos’ early exposure to emerging markets with assignments in Brazil, India, Venezuela, Argentina and Russia, among others, fueled his interest in understanding developmental economics and in gaining hands-on experience in launching and growing businesses in such environments. He is also very interested in the role that new technologies and media play in changing consumer behavior, particularly in the area of payments and applications to promote financial inclusion and community empowerment. He is a graduate in Industrial Engineering from Universidad de los Andes in Bogota, Colombia, with postgraduate studies at Georgetown University and Insead. Carlos lives with his family in Westchester County, New York, where he still finds time to practice triathlon, kayaking and squash.

Stephen Gold, VP Worldwide Marketing, IBM Watson Solutions

Stephen Gold is Director WW Marketing, Watson Solutions, IBM Software Group. He has overall responsibility for the brands marketing strategy, marketing communications, social media, public relations, analyst relations, sales enablement, demand generation, and events. As a member of the senior leadership team he is working to help commercialize industry solutions based on IBM’s transformative Watson technology. Prior to joining IBM, Stephen was Vice President of Marketing (CMO) for SPSS, acquired by IBM in 2009. As President of the Aberdeen Group, a Harte-Hanks Company, Stephen oversaw all aspects of the publically traded market research organization, which covered twenty-six distinct technology markets. Previous to this Stephen successfully scaled and sold two Silicon Valley based startups; Azerity to ModelN in 2006 in the capacity as CEO and Digital Market to Agile (now Oracle), as its CMO. Stephen has a twenty-year winning track record of leading successful enterprises and building businesses across industries (technology, software and services) and geographies (domestic and international) for both high growth private and multi-billion dollar publicly traded corporations. Stephen holds a B.S. in Mechanical Engineering from the University of Illinois at Champaign-Urbana and graduated with distinction from Carnegie Mellon University with an MBA. The Pennsylvania Small Business Association and Carnegie Mellon have both recognized him as “Entrepreneur of the Year”. Stephen has appeared on CNN and is a featured speaker at various conferences and universities.

Pam Greer, Vice President, Consumer Insights, Starbucks

Pam Greer is vice president of consumer insights at Starbucks. She and her team are responsible for providing insights to support the Americas business and global product innovation. Their work is used to support areas such as product development, marketing, customer experience/service, store design, and the My Starbucks Rewards loyalty program.

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Prior to Starbucks, she served as Senior Director, Consumer Insights and Customer Marketing at Mattel, Inc.. Preceding Mattel, Inc., she held positions at The Walt Disney Company, Universal Studios Hollywood and Leo Burnett.

Pam lives in rainy Seattle with her husband and three young, active and loud children.

Tamara Gruzbarg, Senior Director of Analytics and Research, Gilt Groupe

Tamara Gruzbarg is a Senior Director of Customer Analytics and Research at Gilt Groupe, where she is responsible for the development of the analytic direction, roadmap, and insights distribution supporting the entire organization in the delivery of highly relevant personalized offerings to Gilt Groupe’s customers. Prior to Gilt Tamara held senior analytics positions at Experian Marketing Services and JP Morgan Chase. She led analytics teams providing innovative solutions in the areas of promotion and cross-sell, retention and loyalty, multi-channel optimization and test design. Tamara holds an M.A in Statistics and MBA from Columbia University, has had speaking engagements with marketing analytics conferences, conducted client webinars and has been interviewed by industry publications on the topics of e-mail, online marketing and data analytics.

Christian Kurz, VP, Research, Insights and Reporting, Viacom International Media Networks

Based in New York, Christian Kurz is responsible for providing VIMN’s businesses and operations with strategic consumer-based research, as well as maintaining a consistent and strongly aligned research organization across VIMN. His guidance is used to inform international business decisions across all brands of the VIMN portfolio, such as MTV, Nickelodeon and Comedy Central, on all platforms. Christian holds more than 10 years of experience

in research in the media industry. He first joined VIMN in January 2011 as Senior Director, Nickelodeon International Research and Insights, where he aligned Nickelodeon’s international reporting processes and launched key insight initiatives, including The Power of Kids’ Influence under the Nickelodeon Kids & Family GPS banner. Prior to joining VIMN, Christian worked at Discovery Networks as Insights Director, Emerging Markets. Before that, he was Director of Brand Strategy and Marketing Research in EMEA for Disney-ABC Networks Group. He has also held research roles at Warner Bros., Interpublic Group and ITV in the UK. Born in Austria, Christian holds degrees from the University of Economics and Business Administration in Vienna, Westminster University in London and the Chartered Institute of Marketing. Until his move to New York, he also lectured part time at the University of London’s Birkbeck College in the fields of business, marketing and media.

Abigail Posner, Head of Strategic Planning, Agency Development, Google

Abigail Posner joined Google a year ago to head up the Strategic Planning Practice for the Agency team. She works closely with the advertising and marketing communities to help amplify their strategic and creative efforts in the digital space. While at Google, she has also launched a thought leadership series on human beings deep, emotional relationships with the digital space: Humanizing Digital. The first in the series is an anthropological study entitled: The Meaning of Mobile: How People Create meaning and Relate to the Mobile Space. Prior to joining Google, Abigail was executive vice president, strategy director at Publicis New York, where she directed strategic planning efforts for major new business pitches and provided thought leadership to key global clients, including L’Oreal, Nestlé and Coca-Cola. Before that, Abigail spent 11 years at DDB New York. There, she co-directed the strategic planning department and directed strategic efforts for a range of clients, from PepsiCo and Unilever to Hertz. Abigail has spoken on consumer trends and brand

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strategy, and blogs on beauty in our culture at Beautyskew.com. She has published the following articles: Why Beauty Matters Today (Retail Online, September, 2011), Why Packaged-Goods Companies Should Market to Men (Advertising Age.com, February, 2009), Brand Management and Its Greater Purpose (Ad Map, November Issue 2007) and Why Your Mission Matters (Advertising Age, July, 2007). Abigail graduated from Harvard University with a bachelor’s degree in social anthropology.

Ashlea Powell, Project Lead, IDEO

Ashlea is a multi-disciplinary Project Lead with a passion for translating human insights into design-led outcomes. With deep experience in design research and storytelling techniques, Ashlea’s work at IDEO focuses on crafting experiences through Service Design and Brand Strategy. She is particularly excited by large-scale design problems, and considers a good day the kind that makes her brain hurt.

During her time at IDEO, Ashlea has worked with clients from many sectors, ranging from Fortune 500 companies to start-ups, government agencies to academic institutions. Ashlea came to IDEO from the advertising world where she most recently spent a few years writing for Goodby, Silverstein & Partners. Her work has been recognized by a variety of awards and publications including Cannes, the One Show, the Effies, Creative Review and Luerzers Archive.

Ashlea studied Business Administration and Spanish at UNC-Chapel Hill and spent a few years in management consulting before fine-tuning her writing skills at the Portfolio Center in Atlanta, GA. In her spare time, she practices yoga, tutors at 826 Valencia, talks to her sister on the phone and tries to reconcile her right and left brain.

Barbara Singer, VP, Advertiser Insights & Strategy, ESPN

Barbara Singer joined ESPN as vice president, advertiser insights & strategy, in the research & sales development department in January 2010. In this role, she leads ESPN’s efforts to use all of the company’s research capabilities to develop effective sales insights and innovative solutions to drive revenue. As a key advisor to the customer marketing & sales management team, she seeks innovative measurement solutions to understand fans’ multimedia behavior. She also works with clients to optimize their use of ESPN platforms. Singer came to ESPN after more than 15 years at Kraft Foods in media planning and research, most recently serving as director, strategic media information. From 1985 – 1994, she worked at the J.Walter Thompson advertising agency in New York, rising to senior vice president, group media director. She guided such clients such as Kodak, the Wall Street Journal, Warner Lambert and Nestle. In that role Barbara won numerous awards for business results and creativity in media planning. A native of Galesburg, Ill., Singer was graduated with a bachelor of science degree in advertising from the University of Illinois in 1983. She received a master’s of science degree from the school in 1984.

David Terry, Director of Strategic Planning, Wieden+Kennedy

David Terry was born and raised in Houston, Texas. He lasted two weeks at the University of Texas before reading an essay entitled “College Is a Waste of Time and Money.” Agreeing with its argument, David dropped out to pursue his passion for the outdoors and the freedom that comes with it. When the romance of being a dirtbag wore off, he went back to school to earn a master’s degree in post-structuralist philosophy. And when every PhD program he applied to rejected him, he decided he needed a career. His criteria for a career? That it be not stupid and not boring. He chose advertising based on Nike commercials because they weren’t stupid or boring.

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Academic Speakers

Dipayan Biswas, Associate Professor of Marketing, University of South Florida

Dr. Biswas received his Ph.D. in Marketing from the University of California (Irvine) and is currently Associate Professor of Marketing at the University of South Florida (in Tampa). He has also been visiting professor at several universities in different countries (France, Finland, and India). His research interests are in the areas of sensory marketing, experiential marketing, restaurant/retail atmospherics, and food marketing. Biswas has collaborated with different restaurants and retail outlets for his research projects. His research has been published in such journals as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, OBHDP, and Journal of Retailing, among others.

Miguel Brendl, Associate Professor of Marketing, Kellogg School of Management

Professor Brendl’s expertise lies in the psychological foundations of consumer behavior. He is a member of the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology, the leading academic journals for consumer research. The Journal of Consumer Research has acknowledged his research with the Best Article of the Year 2003 Award. He was founder of the center for behavioral research at INSEAD, Fontainebleau.

Professor Brendl joined the Kellogg School of Management in 2007 after serving on the faculties of INSEAD, Fontainebleau (1999-2007), the University of Heidelberg (1998-99) and the University of Konstanz (1995-1998). He holds a PhD degree from Columbia University and an undergraduate degree from the University of Mannheim, Germany.

Uma R. Karmarkar Ph.D., Assistant Professor of Business Administration, Harvard Business School

Dr. Karmarkar completed her first Ph.D. in Neuroscience at U.C.L.A., and received a second Ph.D. in Marketing with a focus on Consumer Psychology at the Stanford Graduate School of Business. Her research examines the neural and psychological factors that underlie consumer decision-making. Specific areas of interest include the psychology of price and value, and the ways in which uncertainty or context-specific factors can bias decision-making. Her work has been published in journals such as the Journal of Consumer Research, Neuron, and Learning and Memory among others.

He went to New York City. David’s very first job in advertising was as a planner at Euro RSCG working on MCI. A year later he became Ogilvy’s worldwide planning supervisor for IBM, becoming part of the team that remade the aging behemoth’s image into that of a nimble company poised for the Internet age. In 1999 David was brought on as the first planner for the New York office of BBH. Over the next nine years, he was involved in winning and nurturing the business of Miller Lite, British Airways, Johnnie Walker and AXE, for which he transformed deodorant into a culturally relevant youth brand category. He worked at BBDO as the PepsiCo account director, an experience he credits with making him realize he’s a much better planner than account man. So after 14 years in the NYC advertising world, David finally came home to the agency that first inspired him to get an advertising “career.” He became Wieden+Kennedy’s director of strategic planning in 2008. He tells people that once he joined W+K, he stopped worrying about what he’s good at because he realizes he’s good at W+K. He loves W+K for the work it does, and the culture that that work creates. His department prides itself on making creatives’ lives easier by developing communication strategy that is both creatively inspiring and hard working for the clients’ business.

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Frank R. Lichtenberg, Courtney C. Brown Professor of Business, Columbia University, and Research Associate, National Bureau of Economic Research

Professor Lichtenberg received a BA with Honors in History from the University of Chicago and an MA and PhD in Economics from the University of Pennsylvania. Mr. Lichtenberg previously taught at Harvard University and the Ecole Polytechnique in Paris. He has served as an expert for the Federal Trade Commission, the U.S. Dept. of Justice, and state Attorneys General, and has testified before Congress. Some of Professor Lichtenberg’s research has examined how the introduction of new technology arising from research and development affects the productivity of companies, industries and nations. His articles have been published in numerous scholarly journals and in the popular press, and he was been awarded several prizes for his research, including the 1998 Schumpeter Prize and Research!America’s 2010 Garfield Economic Impact Award.

Michael Luca, Assistant Professor, Harvard Business School

Professor Luca applies econometric methods to field data in order to study the impact of information in market settings. His current work focuses on crowdsourced reviews and trust-building mechanisms in online markets, analyzing a variety of companies including Yelp, Amazon, and Airbnb. His findings have been written and blogged about in such media outlets as The Wall Street Journal, The New York Times, The Washington Post, The Huffington Post, Chicago Tribune, Harvard Business Review, and Salon.

Liye Ma, Assistant Professor of Marketing, Robert H. Smith School of Business, University of Maryland

Professor Ma’s research focuses on the dynamic interactions of firms and consumers in the online social media and those mediated by mobile and internet technologies. He develops quantitative models to investigate the drivers of consumer actions in these emerging areas, and uses the findings to help firms design marketing strategies. He obtained his Ph.D. degree from the Tepper School of Business at Carnegie Mellon University. Prior to that, he obtained Bachelor’s and Master’s degree in computer science, and worked in the technology industry.

Thomas C. O’Guinn, Professor of Marketing, University of Wisconsin- Madison

Professor O’Guinn’s research tends to be at the intersection of sociology and social psychology. He is interested in how social forces impact consumer behavior. For example,

he studies community around brands, social class and its relation to factors such as retail density, store design, and price, as well as social disruptions can be leveraged to the brand’s advantage. His research is highly cited and he has received several awards.

William Putsis, Professor of Marketing, Economics and Business Strategy, Kenan-Flagler Business School, UNC Chapel Hill

Dr. Putsis is currently Professor of Marketing, Economics and Business Strategy at the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill, where he served as Department Area Chair from 2004 – 2006. Prior to his current position, he was Professor and Department Area Chair at the London Business School (1997-2003), Associate Professor at the Yale School of Management, Yale University (1990-1997) and Assistant Professor, Cornell University (1988-1990). He has his MS and PhD in Economics (and Operations Research) from Cornell University. He is also President and CEO of Chestnut Hill Associates, a strategic consulting firm that he founded in 1995 and partner in CADEO Economics, a management consulting firm specializing in using applied game theory to manage and preempt competition.

David A. Schweidel, Associate Professor of Marketing, Emory University’s Goizueta Business School and co-director of the Emory Marketing Analytics Center (EmoryMAC)

Professor Schweidel joined Emory’s faculty in 2012. His research focuses on the development and application of statistical models to understand customer behavior, specifically in the context of customer relationship management and customer valuation. His current research explores the use of social media as a means of marketing intelligence. His research has appeared in publications including Marketing Science, Management Science, Journal of Marketing Research, and Journal of Marketing. He completed his PhD at the Wharton School of the University of Pennsylvania in 2006. Prior to joining Goizueta, he was on the faculty at the University of Wisconsin-Madison School of Business. While at the Wisconsin School of Business, he received junior faculty research and teaching awards. In 2011, he was invited to participate in the Marketing Science Institute’s biennial Young Scholar Program.

Duncan Simester, Professor at M.I.T.’s Sloan School of Management and NTU Chair in Management Science

Professor Simester is an expert on how economics and operations research can contribute to the understanding and practice of marketing and strategy. While his work is widely published

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in the academic literature, the findings are also of relevance to industry. The studies rely heavily on industry participation, and often include large-scale field tests conducted with cooperating firms. His research includes several studies that focus on evaluating the effect of firm decisions over the long-term. Professor Simester regularly consults with a variety of organizations on topics related to marketing strategy, the effective use of demand data, and both pricing and channel management decisions.

Professor Simester has a PhD from MIT and prior to joining the faculty at MIT he was a professor at the University of Chicago’s Graduate School of Business. He is also a qualified lawyer and member of the Bar in his native New Zealand. Upender Subramanian, Assistant Professor, Jindal School of Management, UT Dallas

Professor Subramanian’s research applies game theory to analyze how firms compete and collaborate in retail, wireless and online sectors. His research has been published in Management Science and in Marketing Science. Professor Subramanian graduated from Wharton with a PhD in marketing. Thales Teixeira , Assistant Professor in the Marketing Unit, Harvard Business SchoolProfessor Teixeira holds a Ph.D. in marketing from the University of Michigan. Before joining HBS, Professor Teixeira was an independent quantitative marketing consultant to technology and financial services companies, among them Microsoft, HP, and Prudential. His research domain comprises advertising and the Economics of Attention, particularly within TV and Internet videos. His recent work spans the domains of Super Bowl adverting, viral ads, online video ads, TV commercials, and cross-media synergies.

Gerard J. Tellis, Neely Chair in American Enterprise and Professor of Marketing, Management and Organization, USC Marshall School of Business

Professor Tellis is an expert in innovation, global market entry, new product growth, quality, and advertising. He is the author of Unrelenting Innovation: How to Build a Culture for Market Dominance. He has published four other books and over 100 articles that have won over 20 awards. He is a Distinguished Professor, Erasmus University, Rotterdam and a Senior Research Associate at the Judge Business School and a Fellow of Sidney Sussex College, Cambridge University, UK. Professor Tellis serves as associate editor of Marketing Science and Journal of Marketing Research, and directs Marshall’s Center for Global Innovation.

Georgios Zervas, Simons Postdoctoral Fellow in Computer Science, Yale University

Georgios Zervas is broadly interested in problems lying in the intersection of computer science, economics, and marketing with a particular focus on electronic commerce. He received his PhD in Computer Science from Boston University under the supervision of John Byers and Michael Mitzenmacher (from Harvard.)

Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Kellogg School of Management, Northwestern University

Professor Zettelmeyer specializes in evaluating the effects of information technology on the product market behavior of firms. More generally, his work addresses how the information consumers have about firms and the information firms have about consumers affect firm behavior. Recently, Professor Zettelmeyer has studied the effect of the Internet on the auto retailing industry. His studies have shown that better access to information and new institutions has significantly lowered prices to Internet consumers in this industry. He also found that women and traditionally disadvantaged racial minorities benefited most from the Internet.

Prior to his appointment at Kellogg he was an Associate Professor of Marketing and chair of the marketing group at the Haas School of Business, University of California at Berkeley. Before his Ph.D., he worked in consulting at McKinsey and Company’s German office.

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