The Wharton Customer Analytics Initiative (WCAI) and the SEI Center's Future of Advertising Program (SEI FoA) are pleased to announce a conference ( Thursday, May 16, 2013) focusing on new ways to measure advertising effectiveness. This fast-paced, one-day program will feature presentations on research projects that were selected to receive grants from WCAI and SEI FoA last year, along with commentary from a number of well-recognized practitioners. Presentations will cover a wide range of cutting-edge approaches to gauging advertising’s effectiveness including:
Field experiments
Advertising models: going beyond marketing mix and attribution
Combining experimental and non-experimental data
New measurement techniques: eye tracking and emotional response
To encourage a lively discussion on what these cutting-edge findings mean for today’s marketing analytics professionals, the program will feature short research presentations combined with panel discussions. The highlight of the day will be a keynote from Deb Roy, an expert in data-driven methods for analyzing and modeling human linguistic and social behavior, and founder of Bluefin Labs (recently acquired by Twitter).
The full agenda and registration information can be viewed here.
Wharton Customer Analytics Initiative
t: 215-746-4161 | e: wcai-mail@wharton.upenn.edu
http://wcai.wharton.upenn.edu
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