Morrison Center for Marketing and Data Analytics

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.

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!

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

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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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.

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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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?

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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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.

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.

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.

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.

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.

• 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?