Customer Journeys In a Digital World

Milano 12-13-14 June, 2022 - Bocconi University

Marketing Department
via Guglielmo Röntgen n. 1
20136 - Milano


In today’s digital world, customer journeys encompass the process customers go through from browsing to purchase to post-purchase stages of the relational process by using or being exposed to various online and offline touchpoints. The ongoing proliferation of the online & offline touchpoints, together with the cross-channel and interactive nature of increasingly omni-channel journeys, makes the research agenda on customer journeys, more valuable and also more challenging for researchers and practitioners alike. The purpose of the conference is to discuss advancements in academic research in the following areas:

  • Customer Journeys, Customer Experience and Attribution
  • Omnichannel Marketing, Channel Integration and Social Media
  • Customer Acquisition, Customer Profitability and Customer Engagement
  • Marketing Metrics, KPIs, Insight from Data, Database Marketing and Privacy

    The aim of the conference is to bring together leading scholars to discuss emerging research on the effectiveness of marketing activities along the customer journey.

    Participation in this conference is by invitation only, and to facilitate high-quality discussions we purposely invited only a relatively small group (about 50 participants).

    • Keynote Speakers will provide summary lectures and discuss new research priorities that will guide activities for the next years.
    • 13 Scholars from leading international Universities will present their most recent works, and about 30 invited scholars from leading International Universities will animate the discussion and contribute to the debate.

    Sunday, 12th June 2022

    17:00 - 21:30       Guided Tour of Duomo Rooftop Terrace

                                 Opening reception at Terrazza Palestro


    Monday, 13th June 2022

    08:30 - 09:00       Registration and Welcome

    09:00 - 16:00       Conference (Day 1)

    16:00 - 17:45       Transfer & Guided Visit Fondazione Prada

    17:45 - 20:00       Free Time

    20:00 - 22.00       Conference dinner at Ristorante Un Sacco Bello


    Tuesday, 14th June 2022    

    9:30 - 15:30      Conference (Day 2)


    • Each paper will have a slot of 30 minutes. All presenters have 20 minutes for their presentation + 10 minutes of discussion.
    Keynote Speakers
    Katrijn  GielensUNC Kenan-Flagler Business SchoolUSA
    Kinshuk JerathColumbia Business SchoolUSA
    Els BreugelmansKu LeuvenBelgium
    Yiting DengUCL, University College LondonUK
    Ayelet IsraeliHarvard Business SchoolUSA
    Lara LobschatMaastricht UniversityNetherlands
    Elisa MontagutiBologna UniversityItaly
    Nicolas PadillaLondon Business School UK
    Federico RossiPurdue UniversityUSA
    Christina SchampWu ViennaAustria
    Sharmistha SikdarTuck School of BusinessUSA
    Vilma TodriEmory University Goizueta Business SchoolUSA
    Michiel Van CrombruggeErasmus University RotterdamNetherlands
    Maria Ana  VitorinoInseadFrance
    Jonne GuytUniversity of AmsterdamNetherlands
    Umut KonusUniversity of AmsterdamNetherlands
    Sara ValentiniBocconi University Italy
    Francesco BologniBocconi UniversityItaly
    Margherita CapraraBocconi UniversityItaly
    Giovanni Luca Cascio RizzoLuissItaly
    Kathleen CleerenKU LeuvenBelgium
    Anastasia DIkareva-BrugmanAmsterdamNetherlands
    Stefania FaraceLuissItaly
    Carla Freitas Silveira NettoUniversity of BolognaItaly
    Lily (Xuehui) GaoUniversity of ZaragozaSpain
    Sonja GenslerWWU MunsterGermany
    Jane Giang DaoUniversity of TwenteNetherlands
    Kedma HamelbergAmsterdamNetherlands
    Sungtak HongBocconi UniversityItaly
    Marco IevaParma UniversityItaly
    Francisco Javier Villarroel OrdenesLuissItaly
    Raoul KublerMunsterGermany
    Christina KuehnlUniversity of StuttgartGermany
    Andreas LanzHEC ParisFrance
    Agata LeszkiewiczUniversity of TwenteNetherlands
    Angelo ManaresiUniversity of BolognaItaly
    Arvin MoazemiBocconi UniversityItaly
    Sungkyun MoonBocconi UniversityItaly
    Giovanna PadulaBocconi UniversityItaly
    Martina PocchiariNational University of SingaporeSingapore
    Davide ProserpioUSC MarshallUSA
    Serena PuglieseBocconi UniversityItaly
    Gulnaz RakhmatullinaBocconi UniversityItaly
    Paula Rodriguez-TorricoUniversity of BurgosSpain
    Gaia RuberaBocconi UniversityItaly
    Sepehr SafariBocconi UniversityItaly
    Edlira ShehuCBS Denmark
    Qiaoni ShiBocconi UniversityItaly
    Catarina SismeroImperial College LondonUK
    Francesca SotgiuVU AmsterdamNetherlands
    Gonca SoysalUniversity of ArkansasUSA
    Ahmed TimoumiIndian School of BusinessIndia
    Annamaria TuanUniversity of BolognaItaly
    Olga UngureanuVU AmsterdamNetherlands
    Marton VargaBocconi UniversityItaly
    Alessandra ZammitUniversity of BolognaItaly

    KATRIJN GIELENS, UNC Kenan-Flagler Business School, USA.

    Keynote Speech: TBC

    Katrijn Gielens is a Professor of Marketing and Sarah Graham Kenan Scholar at UNC Kenan-Flagler Business School, USA.

    Her research focuses on the dynamics in digital and brick-and-mortar retailing and relationships between retailers and brand manufacturers. Her work has been published in leading journals. She received two long-term impact awards from the American Marketing Association, a nomination for the Paul E. Green Award and the Shelby D. Hunt/Harold H. Maynard Award, and the best IJRM Best Article Award. She serves as an associate editor for the Journal of Marketing and the Journal of International Marketing. She is currently editorial of the Journal of Retailing. She has worked extensively with business practitioners, both retailers and brand manufacturers. Her work has received substantial media attention, both nationally and internationally, and she is often consulted by the media to comment on significant retail events



    KINSHUK JERATH, Columbia Business School, USA.

    Keynote Speech: Customer Journey and Firm Messaging Strategy

    Kinshuk Jerath is Professor of Business in the Marketing Division at Columbia Business School.

    His research is in the area of technology-enabled marketing, primarily in online advertising, online and offline retailing and customer management, and he focuses on strategy development and measurement with data. He specializes in technology-enabled marketing, primarily in online advertising, retailing, and customer management. He has also analyzed how privacy regulations in the online advertising ecosystem affect stakeholders, such as advertisers, publishers, and consumers

    His research has appeared in top-tier marketing journals. He is on the editorial board of the journals Marketing Science, Production and Operations Management and Customer Needs and Solutions. He has consulted for several Fortune 500 companies and has served as an expert in legal cases. He received a B.Tech. degree in Computer Science and Engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in Marketing from the Wharton School of the University of Pennsylvania. Prior to being at Columbia, he was on the faculty of the Tepper School of Business at Carnegie Mellon University.

    Viale Bligny 23, 20136 Milano

    Viale Isonzo 14, 20135 MILANO

    Via Santa Sofia 10, 20122 Milan

    Via Lodovico Muratori 14, 20135 - Milano

    Piazza Missori 1, 2023 - Milano

    Via Alberico Albricci 2, 20122 - Milano

    Corso di Porta Vigentina 46, 20122 Milano


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