Professor Koen Pauwels will discuss why better data do not always lead to better decisions. In his talk, he proposes that better decisions require to better reconcile the different available data sources and performance metrics, to combine historical data analysis with marketing experiments and to enhance the communication of analytical results to an audience of decision makers who are not themselves analytically oriented.
Starting from a critical examination of marketing analytics methods, Professor Michel Wedel will identify directions for new analytical methods for data-rich environments.
Professor Ming Hsu will talk about the use of neuroscientific data in consumer science. In his presentation, he will summarize recent progress in brain-based approaches and open questions in using such methods in understanding customer mindsets.
Professor Uri Simonsohn will discuss some of his current research that deals with selective reporting in non-lab settings and “False-Positive Economics”.