Morrison Center for Marketing and Data Analytics

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?