Beyond the Science
March 11-12, 2010
at Starcom MediaVest Group
Thursday, March 11, 9:00AM-5:30PM
Welcome & Introduction | Stewart, UCR
Marketing Science Past & Present: P&IMS Conference | Taylor, MSI
40 Year Review | Urban, MIT; Lilien, Penn State; Attendees
Marketing Science Future: Measurement Development & Process Management
Characteristics of an “Ideal Metric” | Kuse, The MMAP Center
Learning, Process Implications and Application | Gohmann, TNS
Long-Term Impact w/Examples | Hanssens, UCLA
Beyond the Science | Lees, Kimberly Clark
Driving Behavior Change Inside Corporations Will Be Essential
Summary & Call to Action | Blair, MAF/MASB
Featured Project: Measuring (Forecasting & Improving) Brand Value
Methods of Brand Valuation | Fischer, University of Passau
Featured Project: Measuring (Forecasting & Improving) Interactive Return
Internet Measurement: What is Known | Bucklin, UCLA
Friday, March 12, 8:00AM-Noon
Featured Project: Views from The Street
Market Response to Marketing Actions & Stock Price | Mizik, Columbia
Featured Project: AMA/MASB Common Language, Activities & Metrics
Project Background, Overview, Status & Needs | Sirkin, SMG
Other MASB Projects Underway (Overview, Status, Next Steps & Needs)
Measuring Targeting Return for CPG w/CLV | Abens, Foresight ROI
Marketing Metrics Catalogue | Kuse
MMAP Training & Advisory Services | Kuse