#yaleinsights14 may 9 – 10, 2014 · the new business model of absolut vodka @absolutvodka_us...

May 9 – 10, 2014

165 Whitney AvenueNew Haven, CT 06511

Edward P. Evans Hall

#YaleInsights14

Thursday, May 8th Beinecke Room and Terrace, Evans Hall

165 Whitney Avenue, New Haven, CT 06511

6:00 – 8:00 pm Welcome Reception

Friday, May 9th Zhang Auditorium, Evans Hall

8:30 – 9:00 am Continental Breakfast *

9:00 – 9:15 am Welcome Remarks

Dean Ted Snyder and Professor Ravi Dhar

9:15 – 10:00 am Opening Keynote – Carolyn Everson

10:00 – 11:15 am Session One: Digital / Mocial

11:15 – 11:30 am Break *

11:30 – 12:45 pm Session Two: Maximizing Brand Performance

12:45 – 2:00 pm Lunch *

2:00 – 3:15 pm Session Three: Big Data

3:15 – 3:30 pm Break *

3:30 – 5:10 pm Session Four: Innovation

5:10 – 5:35 pm Session Five: Behavioral Economics

5:35 – 6:00 pm Break / Transportation to cocktails & dinner

6:00 – 7:00 pm Cocktails at ROIA

261 College Street, New Haven, CT 06510

7:00 – 9:30 pm Dinner at ROIA

Saturday, May 10th Class of 1980 Classroom (Room 2400), Evans Hall

8:30 – 9:00 am Continental Breakfast ‡

9:00 – 10:40 am Session Six: Competitive Marketing Strategies

10:40 – 11:00 am Break ‡

11:00 – 12:15 pm Session Seven: Understanding Customer Choice

12:15 – 2:30 pm Closing Remarks

12:30 pm Lunch ‡ (take home)

Abbreviated Agenda

* Food and refreshments on Friday are served in the Ellis-Lorimer Dining Commons.‡ Food and refreshments on Saturday are served outside of The Class of 1980 Classroom.

Where leading thinkers and d oers come together to advance the knowledge frontiers of ev olving customer behavior.

Image: Painting by Adrian Schiess in Bekenstein AtriumEdward P. Evans Hall

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Thursday, May 8th

Friday, May 9th

Beinecke Room & Terrace, Evans Hall (2nd Fl.) | 165 Whitney Avenue New Haven, CT 06511

6:00 – 8:00 pm

Zhang Auditorium, Evans Hall | 165 Whitney Avenue New Haven, CT 06511

8:30 – 9:00 am

9:00 – 9:15 am

9:15 – 10:00 am

Detailed Agenda

Welcome Reception

Continental Breakfast | Ellis-Lorimer Dining Commons

Welcome Remarks

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

Opening Keynote

Facebook and the Future of Marketing @ceverson @facebookCarolyn Everson, Vice President, Global Marketing Solutions Facebook

Incredible advances in communications technology have brought us to the dawn of a new era. The entire world is coming online. The consumer’s attention is shifting to digital and mar-keters have to adapt. Carolyn Everson, VP of Global Marketing Solutions at Facebook, will speak on the importance of person-alized marketing in the new mobile era.

10:00 – 11:15 am

10:00 – 10:25 am

10:25 – 10:50 am

Session One: Digital / MocialChair: Zoe Chance, Assistant Professor of Marketing

The Future is Omni-Commerce@THEAlexCraddock @VisaAlex Craddock, Head of North American MarketingVisa, Inc The technology explosion is transforming the world of com-merce with physical, digital and social dimensions of commerce converging. The future is Omni commerce: a more people pow-ered, intelligent and seamless experience for consumers. The way people shop is emblematic of the way they consume and Visa sees it as an indicator of what’s to come in marketing. Hear how Visa is repositioning itself and adapting its marketing to keep up with its payment innovations and the changing world of commerce.

All Social Media Sites are Not Created Equal@marlenetowns @msbguMarlene Towns, Professor of MarketingGeorgetown University’s McDonough School of Business Marketers tend to lean on the two most well-known and widely used social media sites – Facebook and Twitter. Our research shows that the two major sites appear to be used in some sys-tematically different ways. Given marketers’ frequent use of one, undifferentiated social media strategy that shares content across social media platforms, the current findings speak to the need for separate strategies based on the particular platform being used and, more importantly, how consumers use each platform.

The Yale Cus tomer Ins ight s C onference 2014 D e t ai le d A ge n da | Day 1#YaleInsights14

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10:50 – 11:15 am

11:15 – 11:30 am

11:30 am – 12:45 pm

11:30 – 11:55 am

Tweets and Sales@MITSloanJuanjuan Zhang, Associate Professor of MarketingMIT Sloan School of Management Many companies today resort to tweeting as a new form of product marketing, yet it remains inconclusive whether tweets improve product sales. We conduct a field experiment on Sina Weibo, the top tweeting website in China, and find that a major media company’s tweets increase the viewing of its TV shows. We provide managerial recommendations on how to maximize the company’s return on tweeting.

Break | Ellis-Lorimer Dining Commons

Session Two: Maximizing Brand PerformanceChair: Jiwoong Shin, Associate Professor of Marketing

10x Brand: How Google Thinks About Building the Brands of the Future @harperjones @googleBen Jones, Creative DirectorGoogle From self-driving cars to delivering wifi via high altitude bal-loons, Google believes that transformational change requires rethinking your assumptions. Hear where they are investing in the future of human experience, and its implications for build-ing your brand.

11:55 am – 12:20 pm

12:20 – 12:45 pm

12:45 – 2:00 pm

Absolute Value: the Rise of Consumer Rationality and the Decline of Brands, Loyalty, and Other Quality Proxies in the Age of Nearly Perfect Information@StanfordBizItamar Simonson, Professor of MarketingStanford Graduate School of Business For the first time in history, consumers have the tools to assess the absolute value of things they buy with information from re-view sites, price comparison apps, and online experts to name a few. Today’s customers are much less susceptible to market-ers’ influence than ever before. Branding, positioning, customer loyalty and traditional market research are becoming less rele-vant in an increasing number of product and service categories. This calls for a comprehensive reevaluation of the roles and methods of marketing.

Insights as an Organizational Change Force@cognitiveartist @FritolayPam Forbus, Vice President, Strategic InsightsPepsiCo Frito-Lay Insights and Analytics leaders must transition from a world of reporting descriptive and hind-sight analytics to forward-look-ing, predictive insights. They must transition from decision validation and support to becoming decision enabler - even stepping into decision making roles. Most insights and analyt-ics functions are ill-equipped to navigate and deliver against the increased demands and leadership expectations. Pam will offer her thoughts on what it will take to transform Insights and Analytics functions from a knowledge and support group to an organizational change function.

Lunch | Ellis-Lorimer Dining Commons


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2:00 – 3:15 pm

2:00 – 2:25 pm

2:25 – 2:50 pm

Session Three: Big DataChair: K. Sudhir, James L. Frank ’32 Professor of Private Enterprise and Management, Professor of Marketing

Sexy Little Numbers - How to Grow Your Business Using The Data You Already Have@dimitrimaex @OgilvyOneDimitri Maex, PresidentOgilvyOne New York

Today, everything we do creates data, and the volumes are enormous. This gives companies an enormous opportunity to extract value from that data in order to grow their business. Dimitri Maex, President of OgilvyOne NY and author of Sexy Lit-tle Numbers, will show practical examples of how companies have been able to use data to answer key marketing questions. He will also talk about emerging trends in this area and will show how they will impact the way companies will work in the future.

Customer Analytics 3.0: Combining Big Data and Small Data for Fast Impact@Tdav @babsonTom Davenport, Professor of Information Technology & Management, Babson College Leading companies are beginning to combine big and small data analytics at both the macro (“where should I invest my marketing dollars and resources to attract and retain custom-ers”) and micro (“what customer contact led to this sale, and what specific offer should I make”) level. Davenport calls this combined approach “Customer Analytics 3.0,” and companies pursuing it both create data-driven products and services, and make customer decisions at speed and scale. He will provide examples of how several companies—even those over 100 years old—are transforming themselves with Customer Analyt-ics 3.0 approaches.

2:50 – 3:15 pm

3:15 – 3:30 pm

3:30 – 5:10 pm

3:30 – 3:55 pm

Online Marketing: Now it’s Personal@Lepervier @ibmErick Brethenoux, Director, Business Analytics & Decision Management StrategyIBM Digital forces led by social, mobile and data technology shifts are fundamentally changing how we live, work and interact. The resulting explosion of data creates a new economic asset, fu-eling analytics initiatives and infiltrating every interaction with customers. Leveraging geospatial, emotional and highly con-textual data pushes those interactions to the edge of uncom-fortable business behavior, but also provides customers with unsurpassed benefits – creating intimate relationships and re-building trust and loyalty. Break | Ellis-Lorimer Dining Commons

Session Four: InnovationChair: Subrata Sen, Joseph F. Cullman 3rd Professor of Organization, Management, and Marketing

Zero to Sixty, and Still Accelerating – Tough Mudder’s Rapid Growth and Plan for the Future @ToughMudderNicholas Horbaczewski, Chief Revenue OfficerTough Mudder From no more than an idea just four years ago, Tough Mudder is now the industry leader in obstacle races with 60 events across seven countries in 2014 and over a million participants to date. Hear how Tough Mudder has cultivated a loyal following of mil-lions globally and what the company plans to do to sustain its momentum.


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3:55 – 4:20 pm

4:20 – 4:55 pm

Captivated by “her”: A Design + Marketing Love Story@katholmes @MicrosoftKat Holmes, Principal DesignerMicrosoft Innovation is more than just making the next big thing, it’s about changing conversations. Design can be a powerful change agent for new ways to think, create and engage with custom-ers. This is the story of an unprecedented collaboration with an award winning film that sparked insights on how we can build cultural relevance through thought leadership.

Why Customer Insights Are at the Heart of Every Great Innovation@hiltonhhonorsMark Weinstein, VP, Commercial Services Strategy, Loyalty Programs and Strategic PartnershipsHilton Worldwide

For nearly 100 years, Hilton has focused on providing personal-ized and relevant experiences that make guests feel welcomed and comfortable. Today, advances in customer insights, as well as the technologies needed to execute on those insights, are enabling the company to provide an even more relevant expe-rience than ever before. Mark will discuss how Hilton HHonors, the company’s loyalty program, mines rich insights from its 40 million members to drive innovations that matter for guests. This means knowing what a guest wants before they do, creat-ing a two-way dialogue and, most importantly, being able to de-liver an experience that exceeds guests’ expectations. Mark will explain how a pragmatic approach to innovation – one that is centered on customer insights – is at the heart of Hilton World-wide’s business, and how this approach is building long-term loyalty and brand preference.

4:45 – 5:10 pm

5:10 – 5:35 pm

5:35 – 6:00 pm

6:00 – 7:00 pm

7:00 – 9:30 pm

The New Business Model of Absolut Vodka@ABSOLUTvodka_USJonas Tåhlin, VP Global MarketingAbsolut There is a new reality. And Absolut is leading the way. Discover how the quickly changing consumer landscape is driving excit-ing changes in the business model of this iconic brand.

Session Five: Behavioral Economics

Thinking Fast and Slow ™@YaleSOMShane Frederick, Professor of MarketingYale SOM

In this session, Frederick will reprise two themes from Daniel Kahneman’s Nobel Prize winning research. He will summarize the processes that govern the workings of the “intuitive mind” and discuss how intuitive impressions can dominate subse-quent judgments and decisions – even in the minority of cases in which people have the disposition and motivation to reflect upon those intuitions. Frederick will discuss two complementa-ry concepts from this “dual system” perspective: (1) The idea of “framing effects” (that decision makers are incredibly suggest-ible as to which subset of relevant information they focus upon), and that this entails a need to carefully consider which frames we adopt and which we impose and (2) The notion of “attribute substitution” (that judgments are often based on the most sa-lient cues rather than the most relevant cues).

Break / Transportation to Cocktails & Dinner

Cocktails at ROIA 261 College Street, New Haven, CT 06510

Dinner at ROIA


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Class of 1980 Classroom (Room 2400) | 165 Whitney Avenue New Haven, CT 06511

8:30 – 9:00 am

9:00 – 10:40 am

9:00 – 9:25 am

9:25 – 9:50 am

Continental Breakfast | Outside of Class of 1980 Classroom

Session Six: Competitive Marketing StrategiesChair: Ahmed Khwaja, Assistant Professor of Marketing

The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment@SimonSchoolMitchell Lovett, Assistant Professor of MarketingSimon Business School, University of Rochester Paid, earned, and owned media are now used together in most marketing campaigns. Yet we do not know how effect these me-dia are or how they influence consumers. In this study, we shed light on both questions in the context of consumer decisions about a new entertainment brand. Using a unique data collec-tion on 1720 panelists over seven weeks, we find that paid me-dia is more influential than earned or owned media and that the roles the media play can differ sharply. Advertising Spillovers: Field-Experiment Evidence and Implications for Returns from Advertising@StanfordBizNavdeep Sahni, Assistant Professor of MarketingStanford Graduate School of Business Using a large-scale experiment on a search engine, this paper shows that advertising can cause significant benefit for the ad-vertiser’s competitors. Specifically, strong competitors in the advertiser’s category are likely to gain the most from the spill-overs. The extent of spillovers also depends on the intensity of

9:50 – 10:15 am

10:15 – 10:40 am

the advertising effort. The spillovers are largest when the inten-sity of advertising is low. As the intensity increases, the spill-overs disappear and the advertiser gains more.

Advertising, Consumer Awareness and Choice: Evidence from the U.S. Banking Industry @CarlsonMBAMaria Ana Vitorino, Assistant Professor of MarketingCarlson School of Management, University of Minnesota Does advertising serve to (i) increase consumer awareness of a product, (ii) increase the likelihood that a consumer carefully considers a product, or (iii) does it shift consumer utility condi-tional on consideration, i.e. increases the probability that a con-sumer purchases the product? We utilize a detailed data set on consumers’ shopping behavior and choices over retail banks to investigate advertising’s effect on product awareness, consid-eration, and choice. Our data set has information regarding the entire purchase funnel, i.e. we observe the set of retail banks that consumers are aware of, which banks they consider, and which banks they choose to open accounts with. We formulate a structural model that accounts for each of the three stages of the shopping process: awareness, consideration, and choice. Advertising is allowed to affect each of these separate stages of a consumer’s decision-making process.

Social Effects in Buying Behavior: Evidence from In-Flight Purchases@StanfordBizPedro Gardete, Assistant Professor of MarketingStanford Graduate School of Business This paper investigates the role of social effects in consumption decisions. It uses detailed data on purchases made by airline passengers through entertainment systems located in front of

Saturday, May 10th


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10:40 – 11:00 am

11:00 am – 12:15 pm

11:00 – 11:25 am

11:25 – 11:50 am

them. The paper also discusses the relevance of homophily and behavior-based targeting to managers who would like to lever-age social effects through promotional efforts.

Break | Served outside of Class of 1980 Classroom

Session Seven: Understanding Customer ChoiceChair: Nathan Novemsky, Professor of Marketing

Who’s Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions@SmithSchool @r_w_hamiltonRebecca Hamilton, Associate Professor of MarketingRobert H. Smith School of Business, University of Maryland When consumers post questions online, who influences the content of the discussion more: the consumer posting the ques-tion or those who respond to the post? Our analysis of data from real online discussion forums and four experiments shows that early responses to a post tend to drive the content of the dis-cussion as much or more than the content of the initial query. Moreover, previously mentioned attributes are more rather than less likely to be mentioned in subsequent responses.

The Benefits of Retail Therapy@scottianrick @MichiganRossScott Rick, Assistant Professor of Marketing, Ross School of Business, University of Michigan Shopping is a common response to distress, but does shop-ping actually help to alleviate distress? Public opinion of “retail therapy” is generally negative, but we find that shopping can be an effective way to minimize lingering sadness. Sadness, more than any other negative emotion, creates a sense that the

11:50 am – 12:15 pm

12:15 – 12:30 pm

12:30 pm

outcomes in one’s life are governed by ambient external forces. Making purchase decisions (even if choosing not to buy) helps to restore a sense of personal control, which in turn helps to alleviate sadness.

Buy Versus Rent: How Acquisition Mode Affects Consumer Decision-Making@Apochept @SmithSchoolAnastasiya Pocheptsova, Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland We demonstrate that consumers apply more stringent accep-tance criteria when deciding to acquire a product for purchase than when deciding to acquire the same product for rent. As a result, consumers exhibit a higher propensity to acquire prod-ucts when making a renting decision than when making a buy-ing decision even when the price and consumption duration of renting and buying are identical. We show that decision revers-ibility is a critical factor that differentiates buying and renting decisions: the difference in acquisition propensity between buying and renting is attenuated, when the buying decision in-cludes return policy.

Closing Remarks

Lunch (take home) | Served outside of Class of 1980 Classroom


“To me, an insight is really a powerful discovery about the underlying motivations that drive people’s actions.”

Image: View of the Courtyard from Knox ConcourseEdward P. Evans Hall

–Professor Ravi Dhar

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Erick BrethenouxDirector, Business Analytics & Decision Management Strategy IBM

Erick Brethenoux leads the strategy and vision for IBM Business Analytics Division. Erick defines the overarching strategy for the BA division; determines and unifies the synergies and messages within IBM Software Group for Analytics; leads the Customer Analytics, Decision Management and Analytics Inside initiatives across IBM software, hardware, services and research organi-zations; and drives the international Strategic Advisory Client Boards for Business Analytics. Erick was a VP of Corporate De-velopment at SPSS, the predictive analytics company that IBM acquired in 2009.

Prior to joining SPSS, Erick was VP of Software Equity Research at Lazard Frères, New York, from 1997 to 2004. Brethenoux had a threefold mission: providing institutional investors with equity research and recommendations, analyzing startup com-panies for potential venture capital funding or initial public offering and forecasting and monitoring trends and market dy-namics in merger and acquisition activities.

Prior to joining Lazard Frères, Erick was Research Director of Advanced Technologies at the Gartner Group (1991 – 1997) focusing on decision support systems, knowledge manage-ment and advanced software engineering architectures. Prior to Gartner Group, Erick held a Senior Analyst position at New Science Associates where he covered applied intelligent sys-tems and launched the commercial high-performance super-computer systems service. In these roles, he was responsible for research operations issues, advising clients on their informa-tion technology strategies, publishing research reports as well as establishing new units of core research within the Gartner Group. Prior to New Science Associates, Mr. Brethenoux was completing a scientific mission for the French Embassy in the United States.

Erick has published extensively in the domains of artificial intelligence systems, system sciences, applied mathemat-ics, complex systems and cybernetics. He has held various academic positions at the University of Delaware and the Polytechnic School of Africa in Gabon.

Erick’s research as a Ph.D. candidate at University of Del-aware was aimed at knowledge engineering, computational linguistics and connectionism modeling within a cognitive sciences multidisciplinary program.

Alex CraddockSenior Vice President, North America Marketing | Visa, Inc.

Alex Craddock is Senior Vice President of North America Marketing at Visa Inc. and is responsible for managing all aspects of marketing Visa’s consumer and commercial products across the US and Canada. Previously, Alex was Head of Global Commercial Marketing at Visa Inc. and prior to that, he worked for Visa International Asia Pacific as Re-gional Director of Product and Channel Marketing as well as Marketing Director, South and South East Asia.

Alex has over 20 years experience in international marketing and business development. He previously held the role of European Group Head of Brand and Marketing for the Xerox Corporation and prior to that was Senior Vice President and Head of Marketing for Visa International CEMEA (Central & Eastern Europe, Russia, Middle East and Africa). Alex also spent several years in Board level positions at marketing agencies, with responsibility for client management and business development across Europe and globally working with clients such as NatWest Bank, British Gas, Volvo Eu-rope, Suzuki and Sony. Alex began his career in the auto-motive industry with Renault and subsequently Honda.Alex has been named “Top Digital Marketer” by BtoB Magazine in 2011 and 2012.

Conference Speakers

The Yale Cus tomer Ins ight s C onference 2014 C onf e r e n ce Sp e ake r s | Ac ademic & Indus tr y#YaleInsights14

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Alex has degrees in European Business and French and is married with two children and currently lives in San Francisco, California.

Tom DavenportPresident’s Distinguished Professor of Information Technology and Management | Babson College

Tom Davenport is the President’s Distinguished Professor of In-formation Technology and Management at Babson College, the co-founder of the International Institute for Analytics, a Fellow of the MIT Center for Digital Business, and a Senior Advisor to Deloitte Analytics. He was among the first to write about both business process reengineering and knowledge management. More recently, he pioneered the concept of “competing on analytics” with his best-selling 2006 Harvard Business Review article (and his 2007 book by the same name). His most recent book is Big Data at Work, from Harvard Business Review Press. He wrote or edited sixteen other books and over 100 articles for Harvard Business Review, Sloan Management Review, the Financial Times, and many other publications. In 2003 he was named one of the world’s “Top 25 Consultants” by Consulting magazine. In 2005 Optimize magazine’s readers named him among the top 3 business/technology analysts in the world. In 2007 and 2008 he was named one of the 100 most influential people in the IT industry by Ziff-Davis magazines. In 2012 he was named one of the world’s top fifty business school profes-sors by Fortune magazine.

Ravi DharGeorge Rogers Clark Professor of Management and Marketing | Yale School of ManagementProfessor of Psychology in the Department of PsychologyYale UniversityDirector | Center for Customer Insights

Professor Dhar is an expert in consumer behavior and branding, marketing management, and marketing strategy. He has con-

sulted to companies in a wide variety of industries, including financial services, high tech and luxury goods. His research involves using psychological and economic principles to identify successful consumer and competitive strategies in the offline and online marketplace.

He has been involved in pioneering work in understanding the different factors that influence consumer choice and his research has received several major awards. His work has been mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today, and other popular media. He has been a visiting professor at HEC Graduate School of Management in Paris, Erasmus University in the Netherlands, and the Graduate School of Business, Stanford University.

He has written more than 50 articles and serves on the edito-rial boards of several of leading marketing journals, such as Journal of Consumer Research, Journal of Marketing, Jour-nal of Marketing Research, and Marketing Science. He has led marketing seminars for senior executives in Asia, Europe, and North and South America. Professor Dhar was honored with the Distinguished Scientific Accomplishment Award of the Society for Consumer Psychology in March 2013. The American Marketing Association recently ranked Professor Dhar as the single most productive scholar publishing in pre-mier marketing journals from 2009 through 2013.

Carolyn EversonVice President, Global Marketing Solutions | Facebook

Carolyn Everson is the Vice President of Global Marketing Solutions at Facebook, where she leads Facebook’s relation-ships with its top marketers and agencies across the globe. Carolyn oversees a team of regional leaders, and the teams focused on global partnerships, global agencies and Face-book’s Creative Shop.

The Yale Cus tomer Ins ight s C onference 2014 C onf e r e n ce Sp e ake r s | Ac ademic & Indus tr y

Craddock (continued)

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Prior to Facebook, Carolyn was the Corporate Vice President of Microsoft’s Global Advertising Sales and Trade Marketing Teams. Carolyn led the company’s advertising business across Bing, MSN, Windows Live, Mobile, Faming, Atlas and the Micro-soft Media Network. Carolyn also spent seven years at MTV Net-works. Her last role was as Chief Operating Officer and Execu-tive Vice President of U.S. Ad Sales for MTV Networks where she oversaw strategic planning, operations, and finance for MTVN’s U.S. Ad Sales department. She also was responsible for MTVN’s Direct Response business and the cross platform, cross brand strategic sales and marketing group called Generator.

Carolyn holds a bachelor’s degree in liberal arts and communi-cations from Villanova University where she graduated Summa Cum Laude. She also obtained a master’s degree in business administration from Harvard where she was a Baker Scholar. Carolyn has been named a Woman to Watch and Fortune in-cluded her on the 40 under 40 list two years in a row. Carolyn is also on the Board of Directors of Hertz Global Holdings, Inc; serves on the Friends of the Global Fight Against AIDS, Tubercu-losis and Malaria Board; is a board member of the Effies and an advisor to Luma Partners. She resides in Montclair, New Jersey with her husband Doug and twin daughters Taylor and Kennedy.

Pam ForbusVP, Strategic Insights | Pepsico, Frito-Lay North America

Since 2007, Pam has been leading a 30+ team of strategy, ana-lytics and market insight professionals who have a powerful in-fluence on the growth agenda at Frito-Lay, a multi-billion dollar company, with 6 brands over $1 Billion in sales. To drive growth on such a vast portfolio requires a profound understanding of demand. For the past three years, her team has been perfect-ing “Demand Sciences” to influence portfolio management and guide marketing strategy and resource allocation decisions. After a 12-year account service and planning career in the ad-vertising agency industry with Y&R, Chiat/Day, WB Doner and

Campbell-Ewald, Pam joined the Frito-Lay insights team in 2000. Known for embracing innovative methods, Pam chal-lenges her team to pioneer and embrace “next practices” in human decision-making and business analytics. Blending the science of analytics and the art of behavioral learning, the team uses a suite of techniques to identify Demand and Growth Drivers. For example, they leveraged experimental design in a custom-built 30,000 square foot “staged” gro-cery store to help them identify breakthrough retail execu-tion. Through the use of eye tracking, neuro-science and implicit association testing the team has enhanced learn-ing on how to optimize innovation, advertising, packaging and in-store communication. Finally, through continuous measurement and advanced analytics the team keeps the organization focused on “what works” and influences fu-ture strategies and plans. Pam is an Executive Committee Member of The Marketing Science Institute, a Director of the Marketing Accountability and Standards Board and is on the Advisory Board of the University of Texas Center for Cus-tomer Insight and Marketing Solutions. She holds a Bach-elor of Business Administration from Saginaw Valley State University and a professional certification in marketing re-search from The University of Georgia. A runner, avid golfer and art-lover, Pam is originally from the Detroit suburbs, is a mother to three daughters and currently lives in Plano, Texas with her husband Robert and youngest daughter Anna.

Shane FrederickProfessor of Marketing | Yale School of Management

Professor Frederick’s research focuses on preference elic-itation, framing effects, intertemporal choice, and deci-sion-making under uncertainty. Before coming to Yale SOM he was associate professor of management science at Sloan School of Management at MIT. Prior to MIT, he was a re-search associate and lecturer at the Woodrow Wilson School of Public & International Affairs at Princeton


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University. Frederick holds a PhD in decision sciences from Car-negie Mellon University, an MA in resource management from Simon Fraser University, and a BS in zoology from the University of Wisconsin.

Pedro GardeteAssistant Professor of Marketing | Stanford Graduate School of Business

Professor Gardete specializes in marketing strategies in con-texts of high uncertainty. In his current work he studies the DRAM manufacturing industry and analyzes the use and value of market research information to aid in decision-making on significant industry investments. His research also spans the areas of truth-in-advertising, where he investigates favorable market conditions for advertising credibility to take place. A third stream of his research addresses the realm of online con-sumer ratings, and estimates their impact on other consumers’ opinions. Pedro Gardete joined the Stanford Graduate School of Business as an Assistant Professor in 2011. He received a PhD in Business Administration,Marketing,from the University of California, Berkeley, and his master’s degree in Economics at the Catholic University of Portugal. Prior to his graduate studies he engaged in consulting activities for firms in the healthcare and energy sectors.

Rebecca HamiltonAssociate Professor of Marketing | University of Maryland’s Robert H. Smith School of Business

Professor Hamilton has been on the faculty at the University of Maryland since 2000, when she received her PhD from the MIT Sloan School of Management. Professor Hamilton’s research focuses on consumer decision making and the effects of con-sumers’ information processing strategies on their attitudes and choices. Her research has been published in journals such as the Journal of Consumer Research, the Journal of Marketing

Research, the Harvard Business Review and the MIT Sloan Management Review. She received the Erin Anderson Award for an Emerging Female Scholar and Mentor in 2011 and she was recognized by the Marketing Science Institute as a Young Scholar in 2007. She currently serves as an Associate Editor for the Journal of Consumer Research and on the Ed-itorial Review Boards of the Journal of Marketing, Journal of Marketing Research, the International Journal of Research in Marketing and the Journal of Interactive Marketing. Pro-fessor Hamilton teaches consumer behavior, brand manage-ment and research methods to undergraduate, MBA, and doctoral students.

Kat HolmesPrincipal Designer | Microsoft

Kat is a Principal Designer at Microsoft, focused on design insights and strategy. She’s passionate about new ways that filmmaking and storytelling can accelerate product innova-tion - especially as a tool to shift conversations with strong engineering teams. Kat has worked on mobile products since April 2007, connecting experiences across user ex-perience, hardware, brands and services. Prior to Microsoft she worked on a broad range of technologies - from oscil-loscopes to biomechanical implants to household cleaning products - always focused on creative ways to bring a hu-man-centric approach to product design. She earned a B.S. in Materials Science Engineering from U.C. Berkeley and attended the M.B.A. program at Portland State University. She lives in Seattle with her family.

Nicholas HorbaczewskiChief Revenue Officer | Tough Mudder

Nick Horbaczewski is the Chief Revenue Officer at Tough Mudder, where he is responsible for worldwide revenue gen-eration, overseeing the company’s Marketing, Sales, Spon-


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sorship, Event Monetization and Growth Strategy divisions. As a member of the company’s Senior Executive Committee, he consults on all decisions related to whole-business strategy and execution.

Previously, Nick co-founded an angel-funded tactical equipment and services firm teaching hand-to-hand combat to elite military and law enforcement units around the world. When that was ac-quired, he led Corporate Development for a billion dollar defense contractor, running debt raises, M&A transactions, and an Ini-tial Public Offering. He holds a BA in History and Literature from Harvard College and an MBA from Harvard Business School.

Ben JonesCreative Director | Google

Ben is a Creative Director at Google. He works with brands and their creative and media agencies to build their brands by draw-ing on the best of technology, media and storytelling. His work takes him inside virtually all of the major US advertisers and the top advertising agencies, helping shape them for this digital/mo-bile age. He came from Hill Holliday, where he worked on Dunkin Donuts, Johnson and Johnson and Major League Baseball. Prior to that, he was at Digitas, where he ran global loyalty for IHG, led campaigns for Holiday Inn, Samsung, and SAP, among many others, including providing the voice of the Aflac Duck in social media. His past life includes being the Dean of Admissions at Bennington College, building a network of early stage venture funds, and publishing The Rope Eater, a novel, with Doubleday.

Mitchell LovettAssistant Professor of Marketing | Simon Business School, University of Rochester

Professor Lovett’s research applies quantitative marketing models to study consumer and firm behaviors. His research focuses on advertising, branding, online and offline word-of-

mouth, consumer learning, and private brands. Professor Lovett’s research has been published in Marketing Science and the Journal of Marketing Research. Professor Lovett earned a PhD in Marketing from Duke University.

Dimitri MaexPresident | OglivyOne New York

Dimitri is the managing director of OgilvyOne NY. He is also a member of OgilvyOne’s Worldwide board.

He joined Ogilvy in 1998 in Brussels to run the analytics capability. In 2001 Dimitri transferred to the London office to become Principal of International Consulting, responsi-ble for developing the consultancy offering for international clients. He also became the head of Ogilvy’s Global Data & Analytics practice.

In 2004 Dimitri moved to San Francisco to work at Cisco’s headquarters in San José. There he was responsible for developing Cisco’s advanced analytics department. After a spell in Silicon Valley, he moved to the New York office to run Ogilvy’s Strategy team, which included Ogilvy’s Market-ing Strategy, CRM and Analytics capabilities. He took on the management of OgilvyOne in NY in 2011.

Dimitri began his career as a financial controller at Kraft Foods, after which he joined the Amsterdam Group (Euro-pean Alcoholic Beverages Industry Group) as a market ana-lyst for the EU. Born and raised in Antwerp, Belgium, Dimitri studied econometrics at the University of Antwerp. He got his MBA at the Xavier Institute of Management in Bhu-baneswar-India. His hobbies are soccer, tennis, squash and music. He lives in Brooklyn with his wife Katherine and their daughter Ray and son Bruce.


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Anastasiya PocheptsovaAssistant Professor of Marketing | Robert H. Smith School of Business, University of Maryland

Professor Pocheptsova holds a Ph.D. in Marketing from the Yale School of Management and an M.A. degree in advertising from the University of Texas. Her research explores decision making and focuses on the influence of goals, emotions and hedonic experiences on consumer choices. Her recent work is published in the Journal of Marketing Research, Journal of Consumer Research and was presented at the Association of Consumer Research, Judgment and Decision Making and Society for Con-sumer Psychology conferences. Her dissertation on the influ-ence of context on memory-based consumer judgments has won the SCP-Sheth Doctoral Dissertation Award.

Scott RickAssistant Professor of Marketing | Ross School of Business, University of Michigan

Professor Rick’s research focuses on understanding the emo-tional causes and consequences of consumer financial deci-sion-making. The overarching goal of his work is to understand when and why consumers behave differently than they should behave (defined by an economically rational benchmark, a happiness-maximizing benchmark, or by how people think they should behave), and develop interventions to improve consum-ers’ well-being. He has published in marketing, psychology, neu-roscience, and economics journals, including the Journal of Mar-keting Research, the Journal of Consumer Research, the Journal of Consumer Psychology, the Annual Review of Psychology, and Neuron. His research has been covered by media outlets such as Harvard Business Review, NPR, The New York Times, The Wall Street Journal, The Financial Times, Harper’s Magazine, Slate, and The Economist. He received his PhD in Behavioral Decision Research from Carnegie Mellon in 2007 and, prior to joining Michigan, spent two years as a post-doctoral fellow at Wharton.

Navdeep SahniAssistant Professor of Marketing Stanford Graduate School of Business

Prof. Sahni’s research focuses on internet marketing; un-derstanding consumer decisions and the impact of firms’ marketing communication. His studies employ various methodologies ranging from econometric analysis to running experiments in collaboration with companies to generate in-sights from data. His Ph.D. dissertation focused on the effect of online search advertising on consumer decision-making. For this study he executed randomized experiments and used innovative techniques to estimate the impact of repeti-tion and timing of online ads on advertisers’ returns. To com-pare advertising strategies, he built a memory-based model of learning through multiple ad exposures.

Itamar SimonsonSebastian S. Kresge Professor of Marketing Stanford Graduate School of Business

Itamar has published over 60 articles in leading marketing and decision making journals, primarily in the areas of buyer decision making, consumer choice, surveys, and marketing management. He has won many awards for his research, including the Best Article published in the Journal of Con-sumer Research, twice the Journal of Marketing Research O’Dell Award, the Best Article in the Journal of Public Pol-icy & Marketing, the Society for Consumer Psychology Dis-tinguished Scientific Achievement Award, the Association for Consumer Research Ferber Award, and the American Marketing Association award for the Best Article on Ser-vices Marketing. At Stanford Dr. Simonson has taught MBA courses on marketing management, marketing to business-es, and technology marketing, Critical Analytical Thinking, and Ph.D. courses on buyer behavior, consumer research methods, and behavioral decision making. Itamar’s doctor-

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al students are currently on the marketing faculties of leading universities. He serves on nine editorial boards of marketing and decision making journals. Itamar has consulted companies on marketing, consumer behavior, and customer research is-sues in a wide range of industries. He is a coauthor of “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.”

Jonas TåhlinVP Global Marketing | Absolut

Jonas Tåhlin has been the Vice President Global Marketing at The Absolut Company since August 2011. As Vice President for Global Marketing, Jonas is based in Sweden and in charge of the Global Marketing Strategy, Communication and Innovation for ABSOLUT VODKA, MALIBU and KAHLÙA. Before that he was Vice President of Brand Development, based in London, and responsible for the global commercial performance and market strategy for ABSOLUT VODKA, MALIBU, KAHLÙA, Wyborowa, Luksusowa and Frïs. Jonas Tåhlin started his career in 1998 as Assistant Brand Manager at Procter & Gamble. During his years at Procter & Gamble Jonas was stationed in Stockholm, Rio de Janeiro, Geneva and Caracas. He advanced within the compa-ny to Senior Brand Manager and finally Marketing Director for multiple brands and geographies within Procter & Gamble. Jo-nas joined Vin & Sprit as Zone Director Europe in April 2006. In 2008, after the acquisition of Vin & Sprit by Pernod Ricard, Jonas became Regional Vice President of The Absolut Company in the Americas, based in New York City. In January 2010 he moved on to become Vice President, Marketing in Pernod Ri-card USA before being given the task to create an entirely new department at The Absolut Company. In July 2010 he therefore led the creation of the new Brand Development organisation at The Absolut Company in London.

Jonas Tåhlin holds a Master of Science in Business and Eco-nomics from Stockholm School of Economics. Jonas’ great in-

terest in cars takes him to Nürburgring in Germany where he races his personal favorites twice every year.

Marlene TownsProfessor of Marketing | Georgetown McDonough School of Business

Marlene Towns is a Teaching Professor of Marketing at Georgetown University. In addition to teaching courses in Advertising, Social Media and Marketing Communications, Marlene serves as Academic Director of the Georgetown In-stitute for Consumer Research. Prior to her current position at Georgetown University, Marlene was a clinical professor of marketing at the University of Southern California, where she was able to exercise her passion for studying young/global consumers, specifically within entertainment and fashion/retail through leading executive education courses in Branded Entertainment and global marketing for an LA-based fashion/retail brand. Her study of youth and urban consumers has recently been published in the Journal of Public Policy & Marketing and the Harvard Business Review and has taken an an inevitable turn toward the role of social media.

Maria Ana VitorinoAssistant Professor of Marketing | Carlson School of Management, University of Minnesota

Professor Vitorino is currently Assistant Professor of Market-ing at the Carlson School of Management, University of Min-nesota.Prior to joining the Carlson School of Management she was on the faculty of the Wharton School (University of Pennsylvania).

She received her undergraduate degree in Business from the Catholic University of Portugal, an MSc in Statistics from the London School of Economics and an MBA and Ph.D. in


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Marketing from the University of Chicago. Professor Vitorino’s research interests include firms’ pricing strategy, consum-er-choice models and using game-theoretic models to explain the strategic impact of firms’ decisions. Broadly, she is interest-ed in empirical applications of statistics and economic models of industrial organization to marketing. Professor Vitorino also does research in the intersection of Marketing and Finance. More specifically, she is interested in understanding how firm value is affected by Marketing activities such as Advertising.

Mark WeinsteinVP Commercial Services Strategy, Loyalty Programs and Strategic Partnerships | Hilton Worldwide

Mark Weinstein currently serves as Vice President, Commercial Services Strategy, Loyalty Programs and Strategic Partner-ships. In this role, Mark leads the Hilton HHonors program, the company’s premier guest loyalty program that links 39 million members to Hilton Worldwide’s global portfolio of ten hotel brands and more than 4,000 properties in 91 countries. He is also responsible for Hilton’s global strategic partnerships, spon-sorships and alliances. Mark joined Hilton Worldwide in 2010 as Senior Director, Global Customer Marketing Project Man-agement Center of Excellence. In this role, he was responsible for stewarding key Global Customer Marketing strategic initia-tives and projects from initiation through execution. Prior to joining Hilton, Mark held consulting roles at MarketingBridge, a sales and marketing consulting firm and at Pricewaterhouse-Coopers in its Operational Effectiveness advisory practice. Over the course of his consulting career, he worked with a number of leading organizations including American Express Business Travel, IBM, SAP, ADP, The World Bank, Avaya, Humana, Pit-ney Bowes, and Lenovo. Mark graduated from the University of Maryland’s Robert H. Smith School of Business with degrees in marketing and finance.

Juanjuan ZhangAssociate Professor of MarketingMIT Sloan School of Management

Professor Zhang studies social interactions and marketing strategies. Her research covers industries such as consumer goods, social media, and healthcare, and functional areas such as product development, pricing, and sales. Zhang is a recipient of the Frank M. Bass Award for the best marketing thesis, a two-time finalist for the John D. C. Little Award for the best marketing paper, and a Marketing Science Institute Young Scholar. Zhang currently serves as an Associate Edi-tor of Management Science and Quantitative Marketing and Economics. She also serves as the VP of Membership of the INFORMS Society for Marketing Science (ISMS).


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The Yale Cus tomer Ins ight s C onference 2014

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