Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has developed statistical models for a variety of fields, including online advertising, neuroscience, paleoclimatology, law and even baseball. His research primarily focuses on developing new methodologies that accommodate… Continue reading
After a cancelled flight from Chicago, three calls to exceptionally patient customer service agents, a hasty rebooking, a diversion to New York and a train ride through New Jersey, KJ Plank, Dan Metzel and I finally reached Wharton’s Huntsman Hall. It was less than an hour before the scheduled start of the second annual Wharton… Continue reading
In today’s digital and connected world, consumer experience has become far more layered and transparent than in the past. Price and quality comparisons are easier than ever, the sales funnel is no longer linear, and change happens fast.
The modern-day marketing needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.
That is why the 2015 Kellogg Marketing Conference will examine “Marketing Outliers: Growing Outside the Comfort Zone.” The conference will explore the recent history of strategic decisions, campaigns, and tactics that went beyond the marketing playbook and how we can learn from the outliers who have taken big risks.