MSI would like to invite marketing scholars to attend our conference “Marketing Resource Allocation: Moving from Analytics to Action” taking place May 21-22 at the Darden School in Charlottesville, VA. It is a terrific opportunity to network with academically-minded practitioners as well as fellow marketing scholars. Attendees will also have an opportunity to tour Thomas Jefferson’s Monticello, and attend a reception and dinner at Montalto.

More information is available on the MSI website:

http://www.msi.org/conferences/conferences.cfm?conf=150

What it’s about: The increasing availability of big data and powerful models enables sophisticated approaches to marketing resource allocation. However, the organizational capabilities and processes necessary for effective implementation of such approaches are often lacking. Companies need state-of-the-art analytics that show how different marketing investments affect sales and profits, managerial processes to translate model recommendations into organizational action, and closed feedback loops to ensure continued improvement in the analytics and processes. This conference will explore the latest thinking on these, and related issues.

• Overcoming barriers to translating analytic recommendations into allocation decisions.
• Fostering cross-functional collaboration to implement allocation decisions.
• Conducting risk assessment and planning for contingencies in the allocation process.
• Creating and nurturing the feedback loops that promote organizational learning and continued improvement.

Practitioner Speakers include: Greg Banks, Director, Marketing & Customer Strategy Practice, Monitor Deloitte / Randall Beard, Global Head, Advertiser Solutions, Nielsen / David Ciancio, Global Head of Customer Strategy, dunnhumby / Paco Contreras, Director of Product Marketing, Microsoft Corporation / Paul Flugel, Vice President, Research Solutions, Catalina Marketing Corporation / Dafna Gabel, Director, Marketing Intelligence Analytics, Nestlé USA / Madhukar Kumar, Vice President, Product Management, Hewlett-Packard Company / Soyoung Kwon, Senior Manager, A.T. Kearney / Jim Lecinski, Vice President, U.S. Sales, Google, Inc. / Nicole J. Martin, Vice President, Director of Strategy & Analytics, Starcom MediaVest Group / Wes Nichols, Co-founder, Chief Executive Officer, MarketShare / Kevin Richardson, Senior Vice President, Consulting Services, Nielsen / Eric Schmidt, Senior Manager, Marketing Strategy & Insights, The Coca-Cola Company / Joey Schultz, Vice President, Consumer Marketing, AT&T Inc.

Academic Speakers include: Kusum Ailawadi, Dartmouth College / Paul Farris, University of Virginia / Marc Fischer, University of Cologne / Dominique Hanssens, UCLA / V. Kumar, Georgia State University / Gary Lilien, Pennsylvania State University / Prasad Naik, University of California, Davis / Venkatesan Rajkumar, University of Virginia / David Reibstein, University of Pennsylvania / Venkatesh Shankar, Texas A&M University / E. Craig Stacey, New York University / Thomas J. Steenburgh, University of Virginia

The registration fee for academics is $595.

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