Past Events

Past Events

Date Event
May 6, 2024

Beyond the Buzz: Leveraging AI for Data-Driven Marketing Decision

Generative AI is revolutionizing marketing, transforming how decisions are made and executed. As companies increasingly integrate AI into their strategies, they navigate complex challenges, including ensuring sufficient data quantity and maintaining data quality, addressing privacy and ethical concerns, overcoming integration hurdles, and ensuring their teams possess the necessary AI skills. Despite these challenges, AI promises unprecedented opportunities to enhance marketing through deeper customer insights, predictive analytics, automated content generation, and more efficient resource allocation.

This technology enables marketers to rapidly test and optimize campaigns, make real-time decisions like dynamic pricing, and personalize customer experiences — all leading to better ROMI. Yet, integrating AI also requires balancing innovation with the preservation of human creativity and intuition in marketing strategies.

Join us for an engaging panel discussion featuring Yong Guo, VP of Data Science at Warner Bros Discovery; Ben Royce, AI Services Manager for Google Cloud; and Keith Camoosa, Head of the Addressability Practice at Dentsu International. Together, we will delve into these crucial challenges and explore the expansive opportunities AI presents to data-driven marketing professionals.

Click here to watch the recording

February 20, 2024

Marketing Association: Lunch and Learn with Professor Hal Hershfield

Join Marketing Association for a Lunch and Learn with Anderson's very own Professor Hal Hershfield, sponsored by the UCLA Morrison Center for Marketing & Data Analytics. Professor Hershfield will be talking about his new book, Your Future Self: How to Make Tomorrow Better Today

February 13, 2024

Leveling Up Retention: How Tencent Games Plays with Data to Keep Players Invested

In an industry marked by ever-evolving gameplay and fierce competition, Tencent Games has emerged as a prominent force. Boasting tens of millions of active players and raking in over $170 billion in online game annual revenue, it's a dominant force that has redefined the gaming landscape. However, this success is accompanied by the challenge of high turnover rates among casual players, who form the vast majority of the player base. This dynamic constantly compels gaming companies to devise strategies that enhance customer retention and engagement.

Discover how Tencent Games leverages data-driven insights to keep players immersed and invested in their gaming experiences, while innovatively balancing monetization. Dive into the tactics used to capture players' hearts and maintain their interest in the face of relentless competition. Learn how Tencent Games adapts to rapid technological advancements and navigates a global web of gaming regulations and ethical challenges, all while fostering a thriving gaming community.

Join us for a thought-provoking discussion with Qiaolin Chen, Chief Scientist at Tencent Games, as we unlock the secrets behind their captivating player engagement strategies. 

Click here to watch the recording

November 15, 2023

Binging Customer Data to Increase Retention

Over the last 2 decades, Netflix has grown its customer base to over 220 million subscribers, becoming one of the most popular streaming services in the world. To do this, the company aims tobuild a large, diverse catalog of content for various audiences and then leverage cutting-edge recommendations analytics to deliver a personalized experience for its members. 

The streaming business is facing a number of challenges, including rising content costs, increasing competition, and subscription fatigue. In this context, streaming companies use a variety of strategies to grow and retain their member bases. A huge part of this is gaining a better understanding of both member and non-member preferences. With limited cross-selling or upselling opportunities, streaming companies need to keep their current subscribers while attracting new ones.

Please join us in a fireside chat with Meghana Bhatt, Netflix's Director of Data Science and Engineering, about how the company uses data to keep its customers coming back for more. 

November 3, 2023

Healthcare Analytics Symposium 2023: Unmasking Data's Healing Powers  

In an era where vast amounts of health-related data are generated daily, harnessing the power of analytics becomes crucial for understanding what motivates patients, improving patient outcomes, enhancing operational efficiency, driving informed decision making and establishing regulations and policies.

Organizations and policymakers can uncover valuable insights to improve patient outcomes and reduce healthcare costs through effective analysis and interpretation of healthcare data. This transformative use of analytics by academic researchers and healthcare professionals is revolutionizing healthcare delivery, management, marketing and optimization, making it an essential component in shaping the industry's future.

We invite you to an exceptional symposium that delves into the realm of healthcare data analytics. The symposium aims to bring together leading academics and seasoned executives, igniting discussions that will enlighten and inspire you in equal measure. Through engaging panel discussions and thought-provoking presentations, esteemed academics and executives will unlock the power of data and unveil a panorama of possibilities.

Click here to learn more

May 17, 2023

Lunch and Learn with Kyle Iwamoto, Vice President of Member Growth and Global Digital Merchandising at Dollar Shave Club

Direct-to-consumer (DTC) brands have grown in popularity in recent years, thanks to the ease of online advertising and the ability to reach customers without intermediaries. While most of the focus has been placed on measuring new customer growth rates and managing customer acquisition costs, for a DTC brand to be successful in the long run, customer retention is equally, if not more, important. In a scenario where losing money on the first order is the norm, profitability relies on existing customers.  

Please join the Morrison Center and Marketing Association in a fireside chat with Kyle Iwamoto, Vice President of Member Growth and Global Digital Merchandising at Dollar Shave Club as we discuss how Dollar Shave Club is addressing the challenges of customer retention by using advanced analytics.

April 21, 2023

Evolve 2023: The Future of Retail

The EVOLVE Conference is the biggest school-sponsored retail conference on the West Coast. Hosted by UCLA Anderson’s Retail Business Association and Morrison Center for Marketing and Data Analytics, this event brings together leaders and experts in the Los Angeles area to share knowledge with peers and students on current topics at the forefront of the retail industry. This year, we convene under the theme “The Future of Retail” to discuss the resilience of the retail industry and the trends that will shape the future.

We are thrilled to bring retail enthusiasts together in-person for this year’s meeting of the minds at UCLA Anderson’s state-of-the-art facility. You won't want to miss it!

March 15, 2023

Product Marketing AMA with PMM Director @ Salesforce

Interning in a product marketing role this summer? Entering a product marketing role full-time? 

Have any questions about how to prepare yourself for the upcoming role? Look no further as the Marketing Association along with the Morrison Center brings to you an informational session by Anderson FEMBA Whitney K. Blaine - Director of Product Marketing at Salesforce. 

Whitney will talk to us about common questions candidates getting into PMM will have and we will also have time at the end for any specific questions!

February 1, 2023

Data-Driven Customer Retention - Zoom Webinar

Successfully managing customer lifetime value involves both customer acquisition and customer retention. While good progress has been made in many marketing settings in measuring and managing customer acquisition costs, customer retention often gets less attention. Yet, when asked, most customers say companies could do more to retain them, and most executives say they are disappointed with how well their companies manage retention.

Accurately measuring retention, tracking it and acting effectively to increase it remain quite challenging for marketers. Managers need to know which customers are at highest risk of churning and which of those should be targeted for intervention — and when in the consumer journey to do that. How can increasingly large-scale data sets and information about customers, both transactional and otherwise, be used to track, allocate resources and intervene? 

Please watch Stuart Aitken, chief merchant and marketing officer of Kroger, and Andrew Appel, former president and CEO of IRI, as they discuss how Kroger is addressing the challenges of customer retention by harnessing its customer data through advanced analytics.

Click here to watch the recording

May 4, 2022

Achieving Excellence in Customer Experience: Opportunities (and Challenges) for Today’s Marketing Executives

The consumer journey is coming of age. Marketers are increasingly focused on enhancing customer experience, managing well beyond the purchase funnel to the entire set of touchpoints between brand and consumer. State-of-the-art analytics, dashboards, and systems are becoming essential for brands to compete over the entire consumer journey. In this webinar you will hear from senior executives who are industry thought leaders in this domain. Learn about the bottom-line impact that best practices are having alongside the very real challenges to implementing best practice in customer experience management.

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April 1, 2022

Evolve Conference 2022: Walking the Edge of Retail

The Evolve Conference is the biggest school-sponsored retail conference on the West Coast. This event brings together industry leaders in the Los Angeles area to share knowledge with both their peers and students on current topics at the forefront of the industry. We are thrilled to bring retail enthusiasts together in person for this year’s meeting of the minds in UCLA Anderson’s new state-of-the-art facility.

October 8-9, 2021

Quantitative Marketing and Economics Conference

Quantitative Marketing and Economics (QME) announces the 2021 conference, co-sponsored by Chicago Booth Kilts Center for Marketing and the UCLA Morrison Center for Marketing and Data Analytics..

This annual conference features research in the intersection of marketing, economics, and statistics. The goal of the conference is to provide a forum for interaction among researchers in this growing and important area. The conference format will encourage in-depth discussion of research using a "single track," allowing sufficient time for presentations and discussants. Please note that attendance by PhD students is most suitable for those within one or two years of degree completion..

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February 18-19, 2021

Evolve Conference 2021: Writing A New Chapter 2021

Retail isn’t dying; it’s evolving. The COVID-19 pandemic has sent retailers across the globe into a tailspin, spurring evolution faster than ever. Retail has always been in a constant state of change, but in 2021 it finds itself at an inflection point. Contributing $5 trillion to the U.S. economy, retail is an integral part of our society.

We need to understand how the lessons learned thus far can be incorporated into retailers’ business models. How can we meet consumer demands innovatively and write a new chapter? What changes are essential in this new age, and how can we continue to grow responsibly?

November 10, 2020

Using Data to Create Transformational Products and Services
The use of Big Data and related analytics has created substantial opportunities to develop products and services that are better aligned with consumer demand, more profitable and easier to produce.

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October 9-11, 2020

QME Conference 2020
The annual Quantitative Marketing and Economics Conference invites faculty and PhD students, as well as other marketing experts from across the world, to present their work in marketing, economics, and statistics.

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June 2, 2020

Digital Advertising During the Pandemic: How Covid-19 is Impacting Advertising Strategy & Practice for Digital Marketers
A conversation with Allan C. Thygesen, President, Americas, Google. Topics included the new landscape for digital advertising, important changes in online buyer behavior, and how the management and execution of digital advertising campaigns may never be the same again. 

As president of the Americas at Google, Allan Thygesen leads the company’s advertising business in North and South America. Prior to this role, Thygesen was president of Google Marketing Solutions, overseeing the global mid-market and small-advertiser business, which serves millions of customers and agencies worldwide. He is a sought-after voice in the technology industry and presently serves as a lecturer at the Stanford Graduate School of Business, as an outside director for RingCentral, and on the advisory boards of Stanford's Institute for Economic Policy Research and Stanford's Institute for Research in the Social Sciences.

February 21, 2020

Evolve 2020: The Changing Consumer
Retail isn’t dying; it’s evolving. The retail industry is transforming, driven by new technology, changing consumer behavior and bold innovators. Retail has always been in a constant state of change, and throughout all the industry’s twists and turns over the past several decades, retailers have evolved and thrived. Retail is currently a $2.6-trillion industry in the United States and drives the nation’s economy.

In retail, evolution doesn’t stop. As consumer behavior changes with every technological advancement or cultural shift, retailers must rise to meet new demands. And that means staying focused on the changing consumer.

Topics covered include the evolution of the beauty industry, social impact in retail and CPG, social media’s role in retail marketing, customer experience strategies, and more.

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Friday, June 7 – Saturday, June 8, 2019

Consumer Search and Switching Costs Workshop
In recent years, there has been a growing recognition that consumer search and switching costs play a crucial role in understanding market outcomes. Whether in physical or online market environments (or a combination of both), small search frictions may have important consequences.

Topics covered include the evolution of the beauty industry, social impact in retail and CPG, social media’s role in retail marketing, customer experience strategies, and more.

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February 22, 2019

Evolve 2019: Retail Reimagined
The 2019 Evolve Conference, “Retail Reimagined,” will bring together industry professionals, disruptors, entrepreneurs and academics for a daylong discussion on how retailers are envisioning the future of the industry and the strategies that companies are employing to survive and thrive in this new era of retail.

Topics covered include the evolution of the beauty industry, social impact in retail and CPG, social media’s role in retail marketing, customer experience strategies, and more.

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Wednesday May 16, 2018 - Friday May 18, 2018 Theory and Practice of Marketing (TPM) Conference
The TPM Conference is motivated by the belief that a big part of the marketing academia is a bit too far removed from addressing substative problems and focuses on narrow methodological issues and esoteric phenomena disconnected with real world application. A lack of substative focus not only threaths to make our field irrelevant, but also undermines the legitimacy of research at business schools.

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February 23, 2018 Retail Business Association Evolve Conference
In today's world, checking store inventory online, virtual dressing rooms, and same-day delivery are becoming the norm - and often, expected. Consumers demond the most convenient experience, which often melds the digital and physical shopping worlds.

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March 4, 2017 Retail Business Association Evolve Conference: The Connected Consumer
February 9, 2017 MSI Conference: Harnessing Marketing Analytics for Business Impact
How can firms deploy analytics beyond advertising to innovation, distribution, and pricing for maximum impact? Join us at the forefront of marketing analytics and data science, as industry and academic leaders present the latest research and case studies on these questions:
  • How can marketers expand the role of marketing analytics toward a full integration of the marketing mix?
  • What are the benefits and risks of real-time marketing analytics? Can marketing decisions be delegated to automated systems?
  • How can analytics establish causality between marketing activities and business performance? What is the role of marketing experimentation?
  • What is the role of marketing analytics in dynamic pricing strategies?
  • Should marketing analytics try to optimize short-term metrics, such as ROI or profitability, or long-term metrics, such as brand value or customer equity?
  • How can we improve the communication of analytics findings to managers, so that models are put in practice?

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