Using Marketing Analytics to Drive Business Performance by linxiaoqin


									Using Marketing Analytics to
Drive Business Performance
Emory Marketing Analytics Center Initiative Spring Conference
       Goizueta Business School | Emory University

                     March 25, 2011
  Conference Agenda
8:00 a.m. - 9:00 a.m.     Breakfast/Networking

9:00 a.m. - 10:00a.m.     Keynote Address
                          Jeff Robertson, VP of SkyMiles Program, Delta Air Lines

10:00 a.m. - 11:15 a.m.   Session #1: Quantifying the Effects of Social Media on Brand
                          Manish Tripathi, Assistant Professor of Marketing, Goizueta
                          Business School
                          Kevin Geraghty, VP of Reporting and Advanced Analytics, 360i

11:15 a.m. - 11:30 a.m.   Break and Networking

11:30 a.m. - 12:45 p.m.   Session #2: Assessing the Effectiveness of Customer Loyalty
                          Michael Lewis, Associate Professor of Marketing, Goizueta
                          Business School
                          Steve Sickel, SVP of Distribution and Relationship Marketing,
                          InterContinental Hotels Group

12:45 p.m. - 1:45 p.m.    Lunch and Networking

1:45 p.m. - 3:00 p.m.     Session #3: Using Customer Insights to Drive Product Evolution
                          Ryan Hamilton, Assistant Professor of Marketing, Goizueta
                          Business School
                          Jeff Lyman, Experience Lead for NIKE+, NIKE

3:00 p.m. - 3:15 p.m.     Break and Networking

3:15 p.m. - 4:30 p.m.     Panel Session: Emerging Issues and Challenges in Marketing
                          Rachel Spasser, VP of Marketing, Ariba
                          Jon Bridges, VP of Customer Experience and Restaurant Concepts,
                          Colin Coleman, Sr. Director Data Strategy, Turner
                          Moderator: Tim Halloran, Executive Director of EmoryMAC and
                          Adjunct Professor of Marketing, Goizueta Business School

4:30 p.m.                 Closing and Networking
                                                    About EmoryMAC
Emory Marketing Analytics Center Initiative (MAC) is the premier platform for scholars and
business leaders to collaborate on developing analytics-driven solutions.

Designed as a place for Goizueta Business School students, faculty, and industry representatives
to share the latest marketing decision making tools, the Emory Marketing Analytics Center
Initiative (EmoryMAC) promotes an environment of applied and collaborative marketing research
and integrates academic theory with industry practice. The center’s goal is to equip students and
business professionals with the knowledge and cutting edge tools to create insightful and innovative
business solutions through the use of analytics.

The marketing area at Goizueta has gained a worldwide reputation for its focus on scholarly
research. The faculty is comprised of highly accomplished scholars well known for their work on
customer relationship management, diffusion of innovations, pricing and auctions, market structure
and evolution, strategic alliances and multi-channel management. They are thought leaders in
marketing, as evidenced by their publication records, positions on editorial boards of leading
scholarly research journals, and conference chairing activities.

Goizueta Business School is an inquiry-driven, ethically engaged and diverse community whose
members work collaboratively for positive transformation. Emory maintains an uncommon
balance for an institution of its standing: it generates more research funding than any other Georgia
university while maintaining its traditional emphasis on teaching. The university is enriched by
the presence of local businesses and collaboration among its schools. The Goizueta community,
renowned for its teaching, has a growing reputation for breaking new frontiers in business
 Keynote Address

                                         Jeff Robertson
                                         VP, SkyMiles Program

Jeff Robertson ( is currently Vice President of the SkyMiles Program.
at Delta. He leads a team of more than 50 employees who are responsible for managing the largest
loyalty program in the world. His responsibilities include all domestic and international frequent
flier alliances, all non-transportation partnerships – including car, hotel and credit card partners, the
elite program, elite benefits, award travel and all SkyMiles technology. Prior to this, Robertson was
Director of the Customer Insight and Analytics team, where he was responsible for corporate CRM
objectives, Marketing Research and Customer Analytics.

Prior to joining Delta, Robertson was a Management Consultant with McKinsey & Company. He
spent two years in McKinsey’s Atlanta Office where he worked throughout the U.S. on clients in the
airline, telecommunications, media, retail and high-tech industries.

Throughout most of the 1990’s, Robertson worked with American Airlines in Dallas-Forth Worth,
where he held various positions in Revenue Management, New Product Development and in
the AAdvantage frequent flier program. While at American, he led the planning, design and
implementation of American’s $430 million fleet refurbishment effort, one of the largest capital
efforts for the company outside of new aircraft purchases.

Robertson holds an MBA with a concentration in Marketing from the Kelley School of Business
at Indiana University and a BS in Accounting from the University of Notre Dame. Jeff is also a
Certified Public Accountant and worked for two years with Price Waterhouse Coopers between
undergraduate and graduate school.

Robertson resides in downtown Atlanta with his two chocolate labs and is an avid tennis player.
He is a member of both the U.S. Tennis Association and the Atlanta Lawn and Tennis Association,
where he captains multiple Men’s and Mixed teams.
  Quantifying the Effects of Social Media
                  on Brand Performance
         Manish Tripathi
            Assistant Professor of Marketing

Manish Tripathi ( joined the Goizueta Business School faculty
in 2008 after completing a PhD in marketing at the Kellogg School of Management, Northwestern
University. He earned a BA in economics from Stanford and, prior to his doctoral studies, worked
for four years as a marketing and business development manager at Homestead Technologies,
a software company in Menlo Park, California. He also worked as a financial analyst for the
investment bank Hambrecht & Quist, conducting valuation, financial advisory and transaction
execution for technology and emerging growth companies. His research interests include multi-
channel strategies, market structure and entry, structural models and Bayesian statistics.

                        Kevin Gareghty
VP of Reporting and Advanced Analytics

As Vice President of Reporting and Analytics for 360i, Kevin Geraghty ( is
responsible for delivering data-driven insights that enhance marketers’ business results. In this role,
Geraghty works with leading digital marketers including Apple Inc., Capital One, Enterprise Rent-
A-Car, The Coca-Cola Company, and many others. Key areas of impact include paid
media (SEM, Display) optimization, SEO and site analytics, and Social marketing.

Prior to working at 360i, Geraghty provided marketing analytics consulting for and, pricing and revenue management solutions for British Airways, American
Airlines, Delta Air Lines, Virgin Atlantic and National Car Rental, logistics consulting for The Coca-
Cola Company and financial engineering solutions for Reuters. Kevin holds a Masters degree in
Management Science and a BA in Mathematical Science from the National University of Ireland.
Assessing the Effectiveness of Customer
Loyalty Programs
               Michael Lewis
                                    Associate Professor of Marketing

Michael Lewis ( joined Goizueta Business School in July 2010.
Prior to obtaining a Ph.D. in Marketing from Northwestern, Lewis earned an MBA from the
University of Chicago and a Master’s in Industrial Engineering from the University of Illinois.
He was formerly an assistant professor at the University of Florida and Washington University
at St. Louis. His professional background also includes experience at Northwest Airlines. Lewis’
research focuses on issues such as consumer response to loyalty programs, methods for customer
valuation and dynamic pricing. His research has appeared in the Journal of Marketing Research,
Management Science, Marketing Science, Journal of Marketing and the Journal of Retailing.

                                    Steve Sickel
                                    Senior VP, Distribution and Relationship
                                    Marketing (DRM)

As senior vice president, Distribution and Relationship Marketing (DRM), Sickel (steven. manages the largest marketing budget in IHG (more than $500M annually)
and leads a global team of more than 2,500 professionals across the following disciplines: Direct
Reservation Channels and Direct-to-Customer Marketing Mr. Sickel’s DRM Team creates value
to IHG by leveraging the hundreds of millions of direct customer contacts it manages annually
(e.g. web visits, voice calls, marketing campaigns) into four “value outcomes.”

Sickel joined InterContinental Hotels Group in 2000 as vice president, Loyalty Marketing where
he re-built IHG’s customer marketing platform and Priority Club Rewards program, growing
it to be among the most preferred and largest hotel loyalty programs in the world. He holds a
bachelor’s degree from Gettysburg College and a master’s degree in business administration from
Boston College.
                 Using Customer Insights to Drive
                              Product Evolution
                    Ryan Hamilton
            Assistant Professor of Marketing

Ryan Hamilton ( joined the Goizueta Business School faculty in
2008 after completing a PhD in marketing at the Kellogg School of Management, Northwestern
University. His research investigates consumer behavior, especially consumer judgment and decision
making. His work has investigated the role of the visual structure of information in decision making
and some of the factors that influence consumers’ choice among assortments. A recent stream of
research investigates price image: how consumers decide whether a retailer or brand is, in general,
high priced or low priced, and how price image influence consumers’ choices. Professor Hamilton
teaches courses in Marketing Management (MBA) and Consumer Behavior (PhD). He was awarded
the MBA Teaching Excellence Award for Junior Faculty in 2010.

                                  Jeff Lyman
                  Experience Lead for NIKE+

Jeff Lyman ( is the Experience Lead for NIKE+, NIKE’s industry-leading
activity tracking service. In his more than seven years at NIKE, he has served as the Global Brand
Director for NIKEiD, the company’s exploding custom footwear service, as well as Brand Manager
for the LeBron James brand. With an MBA from the University of Oregon, Lyman lives in Portland
with his wife and four sons.
 Panel Session

                    Rachel Spasser
                    VP of Marketing

Rachel Spasser ( is Vice President of Marketing for Ariba, Inc. In this role,
she is responsible for design and execution of the company’s demand generation and demand
management programs. With more than 20 years of experience in marketing, business development
and general management, Spasser has spent the past 13 years focused on the business-to-business
technology space. Prior to joining Ariba, she worked in executive marketing roles with numerous
software and Internet-related companies including IBM, KnowledgeStorm Inc., Integrated
Broadband Services and Cox Search LLC, a division of Cox Enterprises.

                                                    Jon Bridges
          VP of Customer Experience and Restaurant Concepts


Jon Bridges ( is the Vice President of Customer Experience and
Restaurant Concepts for Chick-fil-A, Inc. In this role, he manages the Voice of Customer function
including Customer Insights, Marketing Research, Customer Recovery, and Quality Assessment.
Jon also facilitates the Innovation Steering team responsible for improving the customer experience
in each restaurant concept. He leads the development of New Restaurant Concepts including
Licensing to foodservice partners.

                    Colin Coleman, Ph.D.
                    Senior Director, Data Strategy

Colin Coleman ( is the Sr. Director of Data Strategy within the
Audience & Multi-Platform Technologies team at Turner Broadcasting. In this role he delivers
enterprise-wide data strategies and insight capabilities for properties such as CNN, Cartoon
Network, Adult Swim, NBA, NASCAR, TruTV, TNT and TBS, across online, mobile and linear
platforms. He also manages global data standardization programs and ultimate delivery of audience
insight and best practice capabilities. Colin has over 20 years experience leading analytics-focused
product management, product development, research, and operations teams across a broad range of
verticals, including media, financial services, supply chain, B2B and aerospace.
                                                      Center Leadership

                            Tim Halloran
                    Executive Director, EmoryMAC
                      Adjunct Instructor, Marketing

Tim Halloran ( is a member of the Marketing Faculty and also
Executive Director of the Emory Marketing Analytics Center (EmoryMAC) initiative. He joined
Goizueta Business School in the fall of 2006 and brings a practitioner approach with significant
experience in the areas of brand management and new product development. Halloran has built and
directed some of the world’s largest brands, with over 18 years of strategic consumer marketing,
advertising, and new product development experience. Prior to joining GBS, Halloran spent
over 10 years at the Coca-Cola Company working on such key initiatives as the national launch
of POWERADE and its sponsorship of the Olympics, development of Dasani bottled water,
development of Coke’s first Internet marketing initiative with his work on Cherry Coke, and the
overhaul of Coca-Cola’s U.S. tea strategy. Prior to Coca-Cola, Halloran spent time at Nielsen
Marketing Research.

Halloran remains actively involved in the field as President of Brand Illumination, Inc. which
provides consulting guidance to top marketing companies and brands, including Coca-Cola, Kraft
Foods, Georgia Pacific, Popeye’s, and Turner Broadcasting in the area of understanding, defining,
and improving their brands’ relationships with consumers. Many of these firms and their current
initiatives find their way into his classrooms.

Halloran teaches Brand Management and New Product Lab in the BBA, MBA, and Executive MBA
programs. As an example of the practical approach he employs in the classroom, the New Product
Lab course he created enables students to act as new product developers on actual initiatives from
such firms as Coca-Cola, CNN, Kraft Foods, the Atlanta Braves, the Atlanta Falcons, Comcast, and
Newell Rubbermaid.

Halloran has been featured as a brand expert on numerous radio and television outlets as well as the
USA Today, the Wall Street Journal, and BusinessWeek. He was awarded Innovator of the Year by
Coca-Cola and named Max Award Finalist by Georgia State University.
  Center Leadership
                                        Doug Bowman
                                        Academic Director, EmoryMAC
                                        Professor of Marketing, Area Coordinator
                                        Senior Associate Dean of External Relations

Bowman ( joined Goizueta Business School in Summer 1999.
His research focuses on empirically investigating the long-term effects of marketing strategies, the
effects of competition on marketing strategy, on understanding how buyer-seller relationships evolve
over time, and understanding the conditions which favor standardization versus customization
of marketing programs. His research has been published in journals that include the Journal of
Marketing Research, Marketing Science, and the International Journal of Research in Marketing,
and articles based on his research have appeared in a number of newspapers and business magazines
including the Economist, and he has appeared on television such as MS-NBC to discuss topics
related to marketing strategies and tactics and consumer trends, to name a few. His research into the
evolution of customer preferences in a new market won the 2001 Paul E. Green Award for the paper
published in the JMR deemed to have the greatest potential to contribute significantly to the practice
of marketing research and research in marketing. He was a finalist for the 2003 best paper award in

Bowman’s recent teaching includes courses in product and brand management, in marketing
management and strategy, and in global marketing management. He is listed as outstanding faculty
in four recent editions of Business Week’s Guide to the Best Business Schools. In 2004, he was
awarded the Marc F. Adler Prize for Excellence in Teaching, which honors teaching quality, course
innovation and relevance to real-world problem solving in all Goizueta Business School programs
over a 3 year period. He was previously on the faculty at the Krannert School of Management,
Purdue University where he was selected as the Outstanding Undergraduate Teacher four years in
a row, and was runner-up once. In the MBA program, he was runner-up for the Outstanding MBA
Teacher Award his last four years there. He has executive education and consulting experience in
areas related to marketing research, product and brand management, customer behavior, new product
development, and marketing strategy with firms ranging from Coca-Cola to Burson-Marsteller to
Earthlink to Eli Lilly to Group BMW to Whirlpool . Outside of Emory, he enjoys fitness, ice hockey,
and coaching little-league soccer teams to an occasional victory.
                                                        Center Leadership
                                    Sandy Jap
               Research Director, EmoryMAC
  Dean’s Term Chair and Professor of Marketing

Sandy Jap’s ( research focuses on the development and management of
interorganizational relationships such as how to create and manage strategic alliances over time,
how to balance their risks and rewards, and how to share the payoffs of close collaborations.
These efforts have been conducted in a number of industries, including the aerospace, automotive,
chemical, petroleum, and consumer product industries. The results of this work have been published
in a variety of books and journals, including: the Journal of Marketing Research, the Journal of
Marketing, Marketing Science, Management Science, Sloan Management Review, and special issues
of the International Journal of Research in Marketing and the Journal of Personal Selling and Sales
Management. She is an Editorial Board Member of the Journal of Marketing Research, Journal of
Marketing and Marketing Letters, and is an Area Editor for the International Journal of Research
in Marketing. More recently, she was given the Lou Stern Award 2007 for the article in marketing
channels and distribution with the greatest impact on the field three to eight years after publication.
In 2003, she was named one of the top twenty “potential leaders of the next generation of marketing
academics” by the Marketing Science Institute and in 2004 she was given the title of Caldwell
Research Fellow, an internal award for research excellence.

Her current work involving online, reverse auctions has received significant attention from the
academic community and the marketplace, including The Wall Street Journal, CFO Magazine, and
Harvard Business Review. It also earned her a Frank Batten Young Scholar Award, given to top
junior faculty for exemplary research in E-Business and Supply Chain Management. She joined the
Goizueta Business School in 2001; prior to that, Professor Jap was on the faculty at the Sloan School
of Management at the Massachusetts Institute of Technology. Her teaching includes courses in
channel management, internet marketing, and marketing management in MBA, BBA, and Executive
Education programs.
    2011 Conference Sponsors
                      Delta Air Lines
Delta Air Lines serves more than 160 million customers each year. With an industry-leading global
network, Delta and the Delta Connection carriers offer service to 356 destinations in 65 countries
on six continents. Headquartered in Atlanta, Delta employs 80,000 people worldwide and operates
a mainline fleet of more than 700 aircraft. A founding member of the SkyTeam global alliance,
Delta participates in the industry’s leading trans-Atlantic joint venture with Air France-KLM and
Alitalia. Including its worldwide alliance partners, Delta offers customers more than 13,000 daily
flights, with hubs in Amsterdam, Atlanta, Cincinnati, Detroit, Memphis, Minneapolis-St. Paul, New
York-JFK, Paris-Charles de Gaulle, Salt Lake City and Tokyo-Narita.

                      Ariba, Inc.
Ariba, Inc. is the leading provider of collaborative business commerce solutions. Ariba combines
industry-leading technology with the world’s largest web-based trading community to help
companies discover, connect and collaborate with a global network of partners—all in a cloud-
based environment. Using the Ariba® Commerce Cloud, businesses of all sizes can buy, sell and
manage cash more efficiently and effectively. Over 340,000 companies around the globe use the
Ariba Commerce Cloud to simplify inter-enterprise commerce and enhance results.

                  ®   Chick-fil-A, Inc.
                      Chick-fil-A has steadily grown to become the second largest quick-service chicken
                      restaurant chain in the United States, with over 1,500 locations in 39 states and
                      Washington, D.C. In 2010, annual sales were over $3.5 billion. Chick-fil-A is still
                      privately held and family owned.
                      North Highland
                      North Highland is a global consulting firm that is changing the way companies
                      think about consulting. We work with the largest organizations in the world –
                      business, government and non-profit – to achieve exceptional results. We leverage
                      our global network of service expertise to bring capabilities such as customer
                      analytics, business intelligence, change management, and strategy & marketing.
                      We hire experienced consultants to produce realistic, practical solutions with our
                      clients. And we guarantee our work.

  Sponsorship Opportunities
  Emory MAC is interested in partnering with firms with a strong focus on marketing analytics. If you are interested in becoming
  a sponsor, please contact Sandy Jap (, Doug Bowman ( or Tim Halloran

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