Marketing Analytics Symposium - Sydney (MASS), 3-4 February 2020 ProgramCrossroads of Marketing Analytics

business.unsw.edu.au/campaigns/mass2020

@MASS_conf on Twitter #MASS2020

Conference Chair: Prof. Harald Van Heerde (UNSW)

Conference Co-Chairs: Prof. Jack Cadeaux (UNSW), A/Prof. Mathew Chylinski (UNSW), Prof. Prac. Nicolas Chu (UNSW, Sinorbis)

Advisory Board: Prof. John Roberts (UNSW), Prof. Gary Lilien (PSU), Prof. Prac. Nicolas Chu (UNSW, Sinorbis), Sameer Chopra (Apple), Vicky Falconer (AWS), Sidney Song.

Day 1

8.00 Registration and Light Breakfast

8.55 Acknowledgement of Country

9.00 Welcome and Introductions - Prof. Harald Van Heerde (UNSW)

9.05 Plenary Guest Speaker AcademicVideo Content Marketing: the making of a clip for Netflix, Michel Wedel, University of Maryland

9.30 Break

9.35 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion

Breakout 1: Online Retailing Breakout 2: Omnichannel Acquisition

Part 1:

The Added Value of Data Analytics: Evidence from Online Retailers, Ayelet Israeli, Harvard Business School

Part 2:

Data Analytics at the Centre of Online Retailing Universe - A case study from The ICONIC, Kshira Saagar, Global Fashion Group

Part 1:

Are Groupon Customers Worthwhile? Customer Acquisition via Daily Deals and a Comparison with Alternative Acquisition Channels Jie Zhang, University of Maryland

Part 2:

How does Performics combine market-first technology and best practice to deliver end-to-end performance marketing solutions? Jason Tonelli, CEO, Performics Australia

10.35 Break

All standalone sessions (e.g. keynote talk) will be held in the Water Room. Odd numbered breakout sessions will be held in the Water Room and even numbered breakout sessions will be held in the Dawes Point Rooms (1&2).

10.40 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion

Breakout 3: Above-the-line promotions

Breakout 4: Online promotion

Part 1:

Generalizable and Robust TV Advertising Effects, Anna Tuchman, Northwestern – Kellogg

Part 2:

The relevance of Above-The-Line media in 2020, Joel Trethowan, Managing Director, Alchemy One

Part 1:

Looking Beyond Sales: Promotion Impact on Profit in Online Retailing, Dominik Papies, Universität Tübingen

Part 2:

Delivering actionable insights and an improved customer experience through data storytelling, Bernie Johnson, Director, Adrenalin Media

11.40 Morning Tea Break

12.00 [2 Breakout sessions] Each session will include one academic presentation and one industry presentation, followed by a joint panel discussion

Breakout 5: Customer Communication Analytics

Breakout 6: Sales Forecasting

Part 1:

A War on Sugar? Finding the Sweet Spot in Sugar Reduction Strategies, Kristopher Keller, University of North Carolina

Part 2: Life doesn’t always go according to plan: encouraging help seeking behaviour in the Murrumbidgee, Carolyn Loton, Juntos Marketing

Part 1: Utilizing Mobile Browsing Behavior to Predict Store Visit and Customer Journey Progression, Evert de Haan, University of Groningen

Part 2:

People-based sales forecasting and the role marketing plays in driving sales, Gagan Batra, Director, Insighten

13:00 Lunch

Day 1 continued

14.00 Fireside Chat: The future of Marketing Analytics

Join us for an exclusive fireside chat with Stephen Scheeler, CEO of Omniscient Neurotechnology and Senior Advisor for McKinsey and Company. As the former Facebook CEO for Australia and New Zealand, Stephen helped to guide Facebook’s unprecedented rise from quirky Silicon Valley success story to media and technology titan. We will discuss with him the evolutions of marketing models, the impact of AI on marketing analytics and the power of data when you reach scale.

Speaker: Stephen ScheelerModerator: Nicolas Chu, CEO & Founder, Sinorbis

14.30 Panel Discussion: How to step-change industry-academia collaboration

Technology has put data and analytics on steroids. The opportunity for industry & academia collaboration is bigger than ever. That said we often get the partnership wrong and the needs of both group can get misaligned.

In this session, we share some home truths of what wrong can look like and more positively, outline principles that enable better synergy and ultimately better outcomes for both parties.

Speakers: Jason Tonelli, Performics Australia; Andy Lark, Group Lark; John Roberts, UNSW, Oded Netzer, Columbia Business SchoolModerator: Vijay Solanki, The B’old’INtern

15.00 Break

15.05 [2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion

Breakout 7: Customer Experience

Breakout 8: AI and Marketing Analytics

Part 1:

Identifying substitution patterns using product reviews, Jörn Boenke, UC Davis

Part 2:

Applying AI/ML to Optimise Customer Experience, Madeleine North, Amazon Web Services (AWS)

Part 1:

Deep Learning Choice Models: Integrating Theory with Artificial Intelligence, Karsten Hansen, University of California, San Diego

Part 2:

AI, Machine Learning and Attribution: Practical Application in Marketing at IAG, Willem Paling, IAG

16.05 Break

16.10 Closing Remarks Day 1

16.20 Networking Reception

17.00 Finish

19.00 Gala Dinner

Day 2

8.30 Breakfast

9.00 Welcome and Introductions

9.10 Keynote Day 2 - Leveraging Unstructured (Textual) Data, Oded Netzer, Columbia Business School

9.40 Break

9.45 [4 Breakout Sessions]

Room 1 Room 2 Room 3 Room 4

Big DataPrice and Product Dynamics

Social Ties and Text Mining

Location / motion analytics

9.45 Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions Ofer Mintz, University of Technology Sydney

Price Dynamics on Amazon Marketplace: A Multivariate Random Forest Variable Selection ApproachSharmistha Sikdar, Tuck School of Business at Dartmouth College

Agent Based Models: Developing Flight Simulators for Researchers and Managers, Ian Wilkinson, University of Sydney

Exercising Self-Control Through Self-Reward, Ran Kivetz, Columbia Business School

10.10 SKU outlier identification and prediction using supervised machine learning, Martin Hirche, University of Melbourne

How Complementarity affects Volatility in a Retail Product Network, Jack Cadeaux, University of New South Wales (UNSW)

Extracting and analyzing psychological constructs from text data: The example of gender prejudice across languages, David DeFranza, The University of Utah

Perils of Location Tracking? Personalized and Interpretable Privacy Preservation in Consumer Mobile Trajectories Natasha Foutz, University of Virginia

All standalone sessions (e.g. Welcome and Keynote talk) will be held in the Water Room.

Room 1 = Water Room Room 2 = Dawes Point Room 1Room 3 = Dawes Point Room 2Room 4 = Dawes Point Room 3

Day 2 continued

Room 1 Room 2 Room 3 Room 4

10.35 Big Data Product Dynamics Text Mining Location / motion analytics

From RFM to LSTM: Predicting customer future with autoregressive neural nets, Thomas Reutterer, WU Vienna University of Economics and Business

What’s Shared on the Web May Affect Product Prices-Evidence From the Housing Market Tarique Hossain, California State Polytechnic University

What Can We Learn from Online Movie Reviews? Capturing Viewers’ Movie Experience through Machine Learning, Madhumita Nanda, University of Sydney

On-the-way choice of convenience outlets, Harmen Oppewal, Monash University

11.00 Morning tea break

11.20 [4 Breakout Sessions]

Room 2 Room 3

Price, Promotion and Demand

Image Mining

11.20 An Empirical Analysis of Interstore Promotional Elasticity in the US Supermarket Industry, Yuqing Ma, Monash University

Brand Image Mining: A Solution for Brand Logo Detection using Convolutional Neural Networks Amos Schikowsky, University of Hamburg

11.45 Dissecting Organic Growth: Category Growth vs. Market Share, Arry Tanusondjaja, University of South Australia

Is Centre the Best Location? An Eye-Tracking Study of Text Message Location Strategies in Video Advertising Junbum Kwon, University of New South Wales

12.10 Mood and Consumption Choices: Evidence from Sunshine Data, Andre Bonfrer, Deakin University

Using Image and Text Mining to Investigate Consumer Engagement on Social Media Platforms: Evidence from Facebook and Twitter, Iman Ahmadi, The University of Warwick:

12.35 Lunch

13.35 [3 Breakout Sessions]

Room 1 Room 2 Room 3

Customer Loyalty Analytics/Segmentation

Service Failure Branding and Advertising

13.35 The Impact of Coalition LP Evolution on Member Purchase and Redemption Activity, Wayne Taylor, Southern Methodist University:

Managing crisis: slicing vs chunking negative news announcements, Ljubomir Pupovac, University of New South Wales

Be Typical, But Typical of What? The Role of Sport Event Typicality in Advertising Effectiveness, François Carrillat, University of Technology Sydney

14.00 Customer Relationship Management through Goal Setting Features: The Effect on Customer Retention and Customer Equity, Andre Bonfrer, Deakin University

Service Failure in the Public Transportation Industry: Modeling its Impact on Sales, Marc Fischer, University of Cologne/UTS

Branded mobile apps, Lara Stocchi, Flinders University

14:25 Market segmentation by exploiting individual-level parameters: A comparison between mixed logit and latent class logit models, Nelyda Campos-Requena, Macquarie University, Universidad del Desarrollo and Universidad Católica de la Santísima Concepción

The Long-term Effect of Frequent Product Recalls on the Recalling Firm’s Reputation, Sajeev Varki, University of South Florida

Attributing Store Traffic to Advertising: The Case of Home Improvement and Hardware Stores, Bhoomija Ranjan, Monash University

14.50 Break

Day 2 continued

Room 1 Room 2 Room 3

15.10 Access-Based Consumption Social Marketing/ Market Segmentation

Natural Experiments

Content Monetization and Preview Design, Dai Yao, National University of Singapore

Absence Versus Presence-Focused GMO Labeling: Impact on Consumer Choice and Policy implications, Youngju Kim, NEOMA Business School

The Impact of a Mobile Payment App: A Natural Experiment, Steven Lu, University of Sydney

15.35 Is Streaming Killing the Superstar? Information spillover effects are benefiting unknown artists while hurting superstars Christian Hotz-Behofsits, Vienna University of Economics and Business,

Marketing Segmentation Process of Sports Spectator using Post-Hoc Approach, Tatsuru Nishio, Yamaguchi University

Life Shocks: The Effects on Food Baskets , Fatima Madani, Monash University

16.00 Up Next: How Playlists Affect Music Consumption on Online Streaming ServicesNils Wloemert, Vienna University of Economics and Business

Market Expansion While Balancing Social and Financial Objectives: Evidence From Microfinance Enterprises in Bangladesh, Jarrod Vassallo, The University of Sydney

A Theory of Negativity Bias, Jihwan Moon, University of New South Wales

16.25 Break

16.25 Closing Remarks Day 2

17.00 Finish

Notes

Notes

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