MASB Spring Summit 2023

MASB Spring Summit 2023

MASB Spring Summit 2023

Demonstrating the Business Value of Marketing


The BIG DEAL about Big Data & A.I. for Marketers

Strategically leveraging big data and A.I. to make marketing more accountable
Venkatesh (Venky) Shankar
Professor of Marketing and Ford Chair in Marketing & E-Commerce
Mays Business School, Texas A&M University


Michael McCaffrey
Global Leader, Strategy & Insights, Global Corporate Affairs
Johnson & Johnson

Demonstrating Marketing’s Contributions

Pamela Forbus
SVP/CMO, Pernod Ricard North America
Kalli Chapman
VP/Head of Paid Media, Prudential
Rafael Alcaraz
Head of Commercial Marketing Insights, CVS Health

New ISO Global Brand Standards

Bobby Calder
Professor of Marketing, Northwestern University

The Measuring Creativity Initiative

An ANA/MASB initiative to design a robust yet easily applied methodology to measure the impact of creativity on sales.
Latha Sarathy

Digital Targeting Accuracy and ROO/ROI Initiative

Scott McKinley
Chief Research Officer, Association of National Advertisers

CEO, TruthSet

NIL + I: 21 Months and Still on the 50-Yard Line

Ray Katz
Adjunct Professor of Marketing, Columbia University
COO/Co-Founder Collegiate Sports Management Group

via Zoom • April 13 • 11 AM – 3 PM ET

FREE for MASB members ○ $49 for non-members