Marketing on the Move: Understanding the Impact of Mobile on Consumer Behavior
February 27 - 28, 2012
The Wharton School
Thanks to all who attended Marketing on the Move! Your participation and engagement were essential to a wonderful program. We hope to see you again soon.
Marketing on the Move Presentation Slides
In chronologic order from the conference agenda.
NOTE: Videos can be found on our YouTube Channel.
- The Mobile Marketing Industry Panel
- Fareena Sultan, Northeastern University: Mobile Marketing: Brand in the Hand
- Maria Mandel Dunsche, AT&T Ad Works: 5 Big Bets - Where the biggest, most powerful and far reaching opportunities lie within the next three years
- Tim Reis, Google: How to GoMo in 2012
- The Mobile Marketing Analytics Panel
- Mobile E-Commerce: Limits and Opportunities
Ken Mowry, Charming Shoppes
- What is the Value of Physical Distance on the Mobile Internet (Video)
Martin Spann, LMU Munish: Location-Based Advertising
- Assessing the Effectiveness of Mobile Phone Promotions (Video)
Peter Danaher, Monash University
- Mobile ROI: A New Construct for an Analytics Framework
Steve Kerho, Organic
- Geo-Social Targeting for Privacy-Friendly Mobile Advertising (Video)
David Martens, University of Antwerp
- The Intersection of Mobile & Gaming: Now Everyone's a Gamer
Matt Spiegel, Tap.me
- Mobile Marketing: The Persuasive Impact of Real-Time Reviews (Short Video. Full Video.)
Sam Ransbotham, Boston College
No one can deny the explosive impact that mobile devices have had on consumers, managers, public policy officials, and other kinds of decision makers. This dramatic growth in mobile activities has led to a corresponding torrent of granular data that capture these behaviors. Whether mobile device users are communicating with others, consuming digital content, acquiring information, alerting others to their location, engaging in transactions, or posting content to be consumed by others, they are creating an “electronic trail” that lends itself to modeling and analysis which can ultimately lead to a better understanding of customers and more effective marketing.
This exclusive conference features presentations from practitioners who are pioneering the field of mobile customer analytics, as well as the latest research findings from faculty researchers who are measuring the impact of mobile on traditional media consumption, exploring the relationship between customer location and promotion effectiveness, using mobile platforms as a tool for studying social networks and inventing new methods to protect mobile user privacy.
Professor of Marketing and Econometrics
Peter Danaher is Professor of Marketing and Econometrics at Monash University in Australia. Formerly, he was Coles Myer Chair of Marketing and Retailing at the Melbourne Business School, and was previously at the University of Auckland. He has held visiting positions at London Business School, The Wharton School, NYU and MIT. Peter serves on the Editorial Board for the Journal of Marketing, the Journal of Marketing Research, Marketing Science and the Journal of Service Research. He is also an Area Editor for the International Journal of Research in Marketing and the Journal of Marketing. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behavior, internet usage behavior, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Advertising Research, Journal of the American Statistical Association, Journal of Retailing, Journal of Business and Economic Statistics and the American Statistician.
University of Antwerp
David Martens is assistant professor at the faculty of Applied Economics at University of Antwerp (Belgium). His research has been published in high impact international journals and is mainly focused on learning from social network data and the development of comprehensible data mining techniques, using support vector machines, rule extraction, and swarm intelligence. In 2008, David was a finalist for the prestigious ACM SIGKDD Doctoral Dissertation Award. Applications of his work can be found in the banking, telecommunication, and marketing domains.
Andreas Andresen Professor of Business Administration
Harvard Business School
Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration in the Strategy Unit at Harvard Business School. A member of the faculty since 2003, Professor Oberholzer-Gee received his Masters degree, summa cum laude, and his Ph.D. in Economics from the University of Zurich. His first faculty position was at the Wharton School, University of Pennsylvania. He currently teaches competitive strategy in executive education programs such as the Program for Leadership Development, the Senior Executive Program for China, and in a program for media executives titled Effective Strategies for Media Companies. His course Strategies Beyond the Market is a popular elective class for second-year MBA students. Professor Oberholzer-Gee won numerous awards for excellence in teaching, including the Harvard Business School Class of 2006 Faculty Teaching Award for best teacher in the core curriculum, and the 2002 Helen Kardon Moss Anvil Award for best teacher in the Wharton MBA program. Prior to his academic career, Professor Oberholzer-Gee served as managing director of Symo Electronics, a Swiss-based process control company. Professor Oberholzer-Gee’s research and consulting are centered on competitive strategy, international competition, and non-market strategy, a branch of strategic management that studies how companies best work with government and non-governmental groups. In recent work, he studied how entertainment companies can successfully manage the digital transition. Dating back to a study abroad program as an undergraduate, Professor Oberholzer-Gee has a long-standing interest in the Chinese economy and Chinese companies. In recent academic work, he compared the financial performance of Chinese companies with the performance of multinationals operating in China. In a related study, he explored how and why Chinese companies diversify their activities. Professor Oberholzer-Gee’s academic work has been published in the very best, peer-reviewed journals of his profession, including the American Economic Review, Journal of Political Economy, Journal of Financial Economics, and Journal of Law & Economics. His work has been profiled by media outlets around the world, including ABC Nightly News, Financial Times, Guardian, Le Figaro, Neue Zürcher Zeitung, New York Times, Singapore Straits Times, Süddeutsche Zeitung, Wall Street Journal, and Washington Post.
Sam Ransbotham is a professor at Boston College. Dr. Ransbotham's research interests include social media, the strategic use of IT, and IT security. His recent work appeared in Marketing Science, Management Science, MIS Quarterly, Information Systems Research and the INFORMS Journal on Computing. Sam was also awarded one of eleven inaugural Google and WPP Marketing Awards to support research into how online media influences consumer behavior, attitudes, and decision-making. He received a PhD in Management (Information Technology), an MBA, and a Bachelor's degree in Chemical Engineering, all from the Georgia Institute of Technology. Prior to earning his doctorate, Dr. Ransbotham was the founder and principal of a software company with a globally diverse client list.
Professor of Marketing
College of Business Administration, Northwestern University
Dr. Fareena Sultan is a Professor of Marketing at the College of Business Administration (CBA), at Northeastern University, Boston. She was the Robert Morrison Fellow from 2006 to 2011 and is currently the MBA Marketing Career Track Chair at Northeastern. Prof. Sultan’s PhD in Marketing is from Columbia University. She has a Masters degree in Operations Research from MIT and a Masters degree in Applied Mathematics from the University of Karachi, Pakistan. Prior to Northeastern, Dr. Sultan was an Assistant Professor of Marketing at the Harvard Business School for six years, a Visiting Associate Professor at UC Berkeley and an Associate Professor at Golden Gate University. She has been a Visiting Scholar at Columbia University and at the Center for E-Business, Sloan School, MIT. Prof. Sultan’s research interests are in Marketing Innovations and Digital Marketing. Her current interests include Global Mobile Marketing, Digital Marketing, Social Media and Media Multitasking. Prof. Sultan has published in the Journal of Marketing Research, Journal of Marketing, Sloan Management Review, Journal of Retailing, Journal of Business Research, Marketing Management, Journal of Interactive Marketing, Marketing Letters among others. Prof. Sultan has published papers on the concept of “Brand in the Hand” Mobile Marketing and written cases on Mobile Marketing working with Adidas in Netherlands. Dr. Sultan has done research, consulting and executive education in a variety of global settings and has presented her research in numerous academic/industry conferences. She has worked on projects with companies such as BT, Intel, Adidas, Reebok, General Motors, McCann-Erickson, IBM and Zenith among others. Prof. Sultan co-chaired a Marketing Science Institute (MSI) conference on Mobile Marketing in 2008 and presented her Mobile Marketing research at MSI’s Trustees’ meeting in 2010. For her research, Dr. Sultan received the prestigious 1995 O' Dell research award from the American Marketing Association. For her teaching, Dr. Sultan received the Earl F. Cheit Teaching Excellence Award in 1993 at UC Berkeley. In 2009, she was a finalist for the Mobile Marketing Academic of the Year award from the Mobile Marketing Association. Her “Brand in the Hand,” case on Mobile Marketing received top-10 best selling case awards from Ivey 3 years in a row. She was designated a “Top Scholar” by Bocconi University, Italy in 2011 for her Mobile Marketing research. In 2011, Prof. Sultan was the invited key note speaker at the Direct Marketing Association’s DMEF Research Summit where she presented her research on Mobile Marketing.
Professor of Electronic Commerce
Martin Spann is Professor of Electronic Commerce at the School of Management of the Ludwig-Maximilians-University (LMU) in Munich, Germany. He has been a visiting the University of Southern California, the University of California at Los Angeles, and Bocconi University in Milan, Italy. Martin’s current research interests are pricing, online marketing, prediction markets, and innovation & new product management. His work has been published in Marketing Science, Management Science, Information Systems Research, MIS Quarterly, Journal of Marketing, Journal of Product Innovation Management, Journal of Retailing, Journal of Interactive Marketing, Journal of Forecasting, European Journal of Operational Research, and other journals.
Rafael Alcaraz, The Hershey Company
Vice President of Global Analytics, Digital Media and Strategic Foresight
The Hershey Company
Rafael Alcaraz is the V.P. of Global Advanced Analytics, Digital Media, and Strategic Foresight in the Global Knowledge and Insights group at The Hershey Co. Currently he leads the Global company's ROI accountability efforts to improve the efficiency and effectiveness of the marketing and sales spending budgets- Media (Traditional and Emergent), Strategic Foresight, Brand PR, and Trade. He also leads the Global Pricing and Retail Forecast Applications and serves as an internal analytical consultant across research, category management, marketing, finance, and sales divisions. In addition, he is an active member of the marketing and statistical community representing the company’s best interests in associations like the ARF, AMA, and MSI. Dr. Alcaraz studied economics at the Universidad Autónoma de Nuevo Leon in his native Mexico and in conjunction with Arizona State University- W. P. Carey School of Business earned his B.S. in 1995. He then pursued his graduate education at the University of Cincinnati where he obtained an M.S., in 1998 and a Ph.D., in 2000 with specialties in Econometrics, Industrial Organization, and International Trade. He has worked as a consultant and on the client side (in the USA and Mexico) for over fifteen years across multiple industries ranging from Academics, Government, Financial, Banking, Pharmaceuticals, Retail, and CPG. Specifically, he has worked on providing strategic and tactical solutions to marketing problems such as integral marketing mix, ROI performance and understanding consumer’s choice and brand equity. One of his most recent successful achievements has been the development of an actionable analytical construct that enables the ROI measurement of Digital, Traditional Media, Pricing & Promotions.
Greg Dowling, Semphonic
Vice President Mobile Strategy & Measurement
An expert in mobile measurement and enterprise analytics with fifteen years in the industry, Greg heads Semphonic’s New York office and leads their mobile strategy and measurement practice. Prior to Semphonic, Greg was Head of Analysis for Nokia’s Services Intelligence & Analytics organization and responsible for the analysis of all consumer data within the organization’s Music, Media, Messaging, Games, and Social Location domains. He was also Vice President of Strategy & Analysis for Digitas, where he led web analytics efforts for clients including Delta, Kraft, Heineken, and Time Warner Cable. Greg has also worked for Jupiter Research as a senior analyst focused on the best practices for Web site operations including web site analytics, site search, content management and usability. Prior to JupiterResearch, Greg was Senior Manager of Strategic Web Analysis for Scholastic Inc., Director of Web Design & Production for Cendant Marketing Group, and Regional Operations Manager for an online database service distributing digital maps and data to the environmental consulting industry.
Peter Farago, Flurry
Vice President, Marketing
Flurry is a leading data-driven mobile app advertising platform and analytics provider, used by over 55,000 companies across more than 135,000 apps on iOS, Android, BlackBerry and Windows Phone. At Flurry, Peter leads all marketing functions. Prior to Flurry, Peter led worldwide product marketing for mobile game maker, Digital Chocolate. He joined Digital Chocolate from Electronic Arts, where he led product management for The Sims franchise, the #1 PC game of all- time. Peter spent the first seven years of his career in consumer packaged goods as head of marketing for Pacific Sun, a foods manufacturer. Peter earned an undergraduate business degree from University of California at Berkeley and an MBA from the Wharton School.
Steve Kerho, Organic
SVP, Analytics, Media & Marketing Optimization
Steve Kerho leads Organic's media strategy, analytics and marketing optimization work on the West Coast and works with two of Organic's financial services and hospitality clients. As the previous Director of Interactive Marketing and Media for Nissan North America, Steve managed all media planning, strategy and buying for the Nissan and Infiniti brands. While there, he was named one of Ad Age's "Media Mavens" in 2007 for creating ground-breaking media programs such as "Live Sets" on Yahoo, the Heisman Trophy Sponsorship with Sports Illustrated and ESPN, as well as The Heroes integration program with NBC. Forbes Magazine also recognized Steve for creating a suite of industry leading marketing analytics tools that optimize marketing efficiency and effectiveness. Prior to joining Nissan, Steve was the Chief Strategy Officer for The Designory where he helped start and then manage their interactive and web development groups. He has also held various positions in marketing, product planning, strategy and sales for Mazda Motors of America and Isuzu Motors of America. Steve received a BA in Philosophy from UCLA and an MBA from the Anderson School at UCLA.
Maria Mandel Dunsche, AT&T AdWorks
Maria Mandel Dunsche
Vice President Marketing & Media Innovation
Maria launched AT&T AdWorks -- the group within AT&T connecting advertisers with audiences across online, mobile and TV. Maria is on the executive team and is responsible for leading marketing, key client planning, training and lab. Prior to joining AT&T, Maria was Senior Partner, Executive Director of Digital Innovation at Ogilvy and Founder of the NA Digital Lab. She consulted across the Ogilvy group of agencies on emerging communication platforms such as mobile marketing, gaming, digital out-of-home, social media and advanced TV. She is a digital native with over 15 yrs. of digital marketing experience having run digital groups at Draftfcb, LoweWorldwide and Ammirati Puris Lintas. She was also a brand manager at Kraft Foods. Maria is the North American Chair Emeritus of the Mobile Marketing Association (MMA) as well a founding member of the AAAA's Mobile Committee. She is also on the ECHO Board of Governors at the DMA and a judge for IAB’s MIXX Awards. She has received over thirty-five industry awards including three Echo awards and seven Caples. She has been featured in many leading industry publications and contributed to a number of trade journals and publications. She is a graduate of the University of Pennsylvania's Wharton School. Maria is an adjunct professor of marketing at NYU’s Stern Business School where she teaches a course in digital marketing.
Joshua Palau, Comcast
Vice President, Sales and Marketing
Joshua Palau serves as Vice President of Sales and Marketing of Comcast Cable. In this role, Mr. Palau is responsible for managing the sales and marketing of Comcast's .com channel. Mr. Palau joined Comcast in April 2011, from Razorfish where he served as Vice President of Search Engine Marketing since 2005. While working at Razorfish, he was responsible for the strategy, product development and operations of the search marketing practice. Prior to Razorfish, Mr. Palau spent his career at J&J and About.com. A native of New York City, Mr. Palau graduated from the University of North Carolina at Charlotte with a Bachelor of Arts degree in History. He resides in New Hope, PA with his wife and two daughters.
Ali Rana, Dynamic Logic
SVP and Head Scientist, Emerging Media Lab
Dynamic Logic and Millward Brown
As the Head of the Emerging Media Lab, Ali serves as Dynamic Logic and Millward Brown’s industry and company leader on emerging media trends and marketing effectiveness. Composed of industry leading research and technology scientists, the Emerging Media Lab’s primary mission is to help our clients and the industry develop brand effectiveness measurement frameworks across new media platforms. Ali has led a number of high-profile industry research initiatives and has been instrumental in developing innovative measurement constructs systems. An acclaimed speaker, Ali has participated on stage at events for the IAB, ARF, MMA, MRIA, Advertising Week, OMMA, Digital Hollywood and more.
Tim Reis, Google
Head of Mobile Display
Tim Reis leads Google’s mobile and social deployment teams in the Americas. He is a 28 year veteran of media sales serving in roles that have spanned print, television and online. Prior to his current assignment, Tim held a variety of roles at Google, leading the Mobile Display (formerly Admob) advertising team for the finance, entertainment, auto and travel industry verticals, leading Google’s Consumer Packaged Goods practice in the eastern region, overseeing search and display advertising teams serving some of Google’s most strategic partners in the industry and Tim joined Google managing one of Google’s financial services advertising teams, serving key clients in that vertical. He has been with Google for more than four years. Tim came to Google from Plum TV where he was Director of Network Sales. Prior to Plum, Tim was President of Forbes Custom Media, overseeing all aspects of publication for more than a dozen contract and consumer magazines. Tim originally joined Forbes as Vice President of Sales Development in which post he created the architecture for Forbes’ cross platform sales strategy and helped to implement that plan tactically over two years, including the launch of the successful Forbes on Fox television show. Tim spent 10 years in Atlanta, first as Southeast Manager for Fortune magazine, then as owner of an independent advertising sales firm, T. Reis & Company, representing magazines including Architectural Digest, Country Living, Maxim, Town & Country and others. Tim is a former member of the Board of Directors of the Promotion Marketing Association and co-chair of the PMA’s Digital Center of Excellence. Holding a B.A. in English from Fairfield University, Tim is also a licensed EMT, holds black belts in both karate and aikido and is a professional (though not terribly successful) singer/songwriter. He lives in Connecticut with his wife, two children and a large black dog.
Matt Spiegel, Tap.me
Matt Spiegel is CEO of Tap.Me, which develops ad technology solutions for monetizing social and mobile games. Prior to joining Tap.Me, Matt was with Omnicom Media Group where he contributed in multiple roles focused on building the company’s global digital solutions. Most recently, he was the Managing Partner at Annalect Ventures, the corporate development arm of OMG. Matt developed the business model and launched Accuen (Omnicom's trading desk) and served as the CEO of Omnicom Media Group Digital. Matt is the Founder and former CEO of Resolution Media, a company that he led from a four person start-up to a 100-person organization that was acquired by Omnicom Media Group.
|1:00 pm - 2:00 pm||Registration & Refreshments|
|2:00 pm - 2:15 pm||Welcome & Framing the Issues|
|2:15 pm - 3:00 pm||Opening Talk: Mobility in its Strategic Contect|
|Felix Oberholzer-Gee, Harvard University|
|3:00 pm - 3:15 pm||Break|
|3:15 pm - 4:05 pm||The Mobile Marketing Industry Panel|
|Maria Mandel Dunsche, AT&T AdWorks|
|Tim Reis, Google|
|Fareena Sultan, Northeastern University|
|Moderated by John Deighton, MSI|
|4:10 pm - 5:00 pm||Mobile Marketing Analytics Panel|
|Greg Dowling, Semphonic|
|Peter Farago, Flurry|
|Ali Rana, Dynamic Logic|
|Moderated by John Deighton, MSI|
|6:00 pm - 9:00 pm||Reception & Dinner|
|8:00 am - 9:00 am||Registration & Breakfast|
|9:00 am - 9:15 am||Welcome & Kick-off Day 2|
|9:15 am - 9:45 am||Mobile Ecommerce: Limits and Opportunities|
|Ken Mowry, Charming Shoppes Direct|
|9:45 am - 10:15 am||Location-Based Advertising: What is the Value of Physical Distance on the Mobile Internet?|
|Martin Spann, LMU Munich|
|10: 15 am - 10:45 am||Discussion|
|10:45 am - 11:00 am||Break|
|11:00 am - 11:30 am||The Hidden Dangers of Using Aggregate Data to Develop Mobile Marketing Strategies to Reach Consumers|
|Rafael Alcaraz, The Hershey Company|
|11:30 am - 12:00 pm||Assessing the Effectiveness of Mobile Phone Promotions|
|Peter Danaher, Monash University|
|12:00 pm - 12:30 pm||Discussion|
|12:30 pm - 1:30 pm||Lunch|
|1:30 pm - 2:00 pm||Mobile ROI: A New Construct for an Analytics Framework|
|Steve Kerho, Organic|
|2:00 pm - 2:30 pm||Geo-social Targeting for Privacy-friendly Mobile Advertising|
|David Martens, University of Antwerp|
|2:30 pm - 3:00 pm||The Intersection of Mobile & Gaming: Now Everyone's a Gamer|
|Matt Spiegel, Tap.me|
|3:00 pm - 3:30 pm||Discussion|
|3:30 pm - 3:45 pm||Break|
|3:45 pm - 4:15 pm||Mobile Marketing: The Persuasive Impact of Real-Time Reviews|
|San Ransbotham, Boston College|
|4:15 pm - 4:45 pm||Embracing the Mobile Consumer|
|Joshua Palau, Comcast|
|4:45 pm - 5:15 pm||Discussion|
|5:15 pm - 5:30 pm||Conference Wrap Up|
|6:00 pm - 8:00 pm||Reception|
WCAI awarded 10 emprically-oriented research proposals that will offer substantive insights about mobile customer behavior while also advancing marketing science and practice. The resulting projects and papers will form the content for Modeling Mobile Customer Behavior. Conference presentations will be selected from the following winning proposals:
- Assessing the Effectiveness of Mobile Phone Promotions
Peter Danaher, Tracey Dagger (Monash University), Mike Smith, Kulan Rangasinge (Melbourne Business School)
- The Dynamics of Mobile App Usage
Tingting Fan, Eitan Muller (New York University), Peter Golder (Dartmouth College)
- Churn and Social Neighbors in Mobile Communications
Pedro Ferreira, Rahul Telang (Carnegie Mellon University)
- The De-Anonymization of Consumer Networks using Wireless and Wired Call Detail Data
Shawndra Hill (Wharton), Tina Eliassi-Rad (Rutgers University), Keith Henderson (Lawrence Livermore National Laboratory), Chris Volinsky (AT&T)
- The Effects of Mobile Internet on Media Consumption
Elisabeth Honka, Pradeep Chintagunta (University of Chicago)
- Mobile Game Download under Handsets Upgrade and Data Plan Choice
Sang-Uk Jung (University of Iowa)
- Mobile Marketing: The Persuasive Impact of Real-Time Reviews
Nicholas Lurie (Georgia Institute of Technology), Sam Ransbotham, (Boston College)
- Geo-Social Targeting for Privacy-friendly Mobile Advertising
Foster Provost (NYU)
- Modeling Purchase Decisions in a Mobile Network - Unobserved Homophily or Social Influence?
Liye Ma, Alan Montgomery, Ramayya Krishnan (Carnegie Mellon University)
- The Impact of Geographical Distance and Product Characteristics on Mobile Consumers' Coupon Choice Behavior
Martin Spann, Dominik Molitor, Philipp Reichhart (LMU Munich)
A block of rooms has been reserved for conference attendees at:
- The Inn at Penn (a Hilton property)
Click here for online reservations - (215)222-0200
Reference "MMCB" when reserving your room.
The room block expires on Monday, February 6, 2012
Other nearby hotels include:
- Sheraton University City - 800-596-0639
Rittenhouse Square Area (short walk, cab or public transport ride):
- The Latham Hotel - 877-Latham1
- Radisson Warwick - 800-395-7046
- Rittenhouse 1715 - 877-791-6500
- Westin Philadelphia - 215-563-1600
- Sofitel Philadelphia - 215-569-8300
- Marriott Philadelphia - 215-625-2900
Use UPA as the corporate/promotional code for discounted rates.
We hope you'll join us for Modeling Mobile Customer Behavior. If you have any questions prior to the conference, please feel free to contact us.