Speakers
Keynote: Peter Fader
In his keynote talk “Customer valuation finally comes of age”, Professor Peter Fader will reflect on how current developments such as increasingly refined data and improving IT skills are changing the effectiveness and feasibility of customer valu¬ation. He will discuss implications of this important trend for executives and cover a few recent examples of companies that have used customer valuation in surprising ways and with compelling results. The talk will provide guidance and useful examples for those who are interested in the art and science of marketing in the age of data.
Koen Pauwels
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.
Michel Wedel
Starting from a critical examination of marketing analytics methods, Professor Michel Wedel will identify directions for new analytical methods for data-rich environments.
Charles Spence
Professor Charles Spence will present some of his recent research in sensory marketing that uses novel and large-scale data collection techniques.
Aradhna Krishna
In her talk, Professor Aradhna Krishna will present alternate techniques to probe a question in sensory marketing
Ming Hsu
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.
Uri Simonsohn
Professor Uri Simonsohn will discuss some of his current research that deals with selective reporting in non-lab settings and “False-Positive Economics”.
