Customer Journeys in a Digital World
Department of Marketing
via Guglielmo Röntgen n. 1
20136 - Milano
Overview
In today's rapidly evolving market, understanding and optimizing the customer journey is more crucial than ever. This evolution has presented new challenges and opportunities in managing customer experiences and paths to purchase. In this dynamic landscape, firms are striving to navigate through higher volumes of diverse data and leveraging advanced tools to measure and enhance marketing ROI.
Central to mastering this environment is the integration of cutting-edge technologies such as artificial intelligence and machine learning. These innovations are transforming the way we collect and analyze customer data. Moreover, heightened concerns around data privacy have introduced complex issues in managing customer information. It is imperative for companies to find a middle ground where they can gain deep customer insights while upholding and safeguarding customer privacy.
Evaluating the effectiveness of marketing strategies along the customer journey is a key thread linking these various challenges. The upcoming conference aims to delve into these significant shifts in academic research across broad domains:
- Customer Journeys, Customer Experience, and Attribution in the Age of AI: Exploring how AI is reshaping customer journey analytics and experience.
- Customer Acquisition, Customer Profitability, and Customer Engagement: Discussing strategies for acquiring and retaining profitable customers and enhancing engagement.
- Omnichannel Marketing, Channel Integration, and Social Media in a Privacy-Conscious World.
- Marketing Metrics, KPIs, Insight from Data, Database Marketing: Examining the evolving metrics and key performance indicators essential for deriving insights from data and effective database marketing.
- Ethical Considerations: growing attention towards the ethical aspects of marketing practices, particularly concerning potential consumer manipulation, misuse of data, and biases inherent in AI algorithms.
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 40-50 participants).
- Keynote Speakers will provide summary lectures and discuss new research priorities that will guide activities for the next years.
- 12 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.
Monday, 3rd June 2024
Evening - Welcome Reception (start around 4 pm)
Tuesday, 4th June 2024
Full day - Conference
Wednesday, 5th June 2024
Morning + Lunch – Conference (finish around 2 pm)
- Each paper will have a slot of 30 minutes. All presenters have 20 minutes for their presentation + 10 minutes of discussion.
Keynote Speakers
Puneet Manchanda
Ross Michigan
USA
Juanjuan Zhang
MIT
USA
Presenters
Vibhanshu Abhishek
University of California - Irvine
USA
Mimansa Bairathi
UCL
UK
Sonja Gensler
University of Münster
Germany
Reto Hofstetter
University of Lucerne
Switzerland
Garrett Johnson
Boston University
USA
Alice Li
Ohio State University
USA
Erik Maier
University of Leipzig
Germany
Alex Miller
USC Marshall
USA
Zijun Tian
Olin Business School, Washington University in St. Louis
USA
Michiel Van Crombrugge
Erasmus School of Economics
The Netherlands
Prasad Vana
Tuck School of Business
USA
Francisco Javier Villarroel Ordenes
Luiss
Italy
Organizers
Umut Konus
University of Amsterdam
Netherlands
Sara Valentini
Bocconi University
Italy
To be updated
PUNEET MANCHANDA, Ross Michigan, USA.
Keynote Speech: TBC
JUANJUAN ZHANG, MIT, USA.
Keynote Speech: TBC
HOTEL D'ESTE
Viale Bligny 23, 20136 Milano
WEBSITE - MAP
GRAND VISCONTI PALACE
Viale Isonzo 14, 20135 MILANO
WEBSITE - MAP
UPTOWN PALACE
Via Santa Sofia 10, 20122 Milan
WEBSITE - MAP
UNA HOTEL
Via Lodovico Muratori 14, 20135 - Milano
WEBSITE - MAP
HOTEL DEI CAVALIERI
Piazza Missori 1, 2023 - Milano
WEBSITE - MAP
HOTEL THE SQUARE MILANO DUOMO
Via Alberico Albricci 2, 20122 - Milano
WEBSITE - MAP
HOTEL CRIVI’S
Corso di Porta Vigentina 46, 20122 Milano
WEBSITE - MAP
The deadline to sign up for the event is 5 May at 23:59 (CEST), after which registration will no longer be possible.
You are allowed to exercise your right to withdraw from registration.
More specifically, if upon confirmation of the event you should, for any reason not dependent on Bocconi University, exercise the right to withdraw from registration, then:
(i) you will be refunded 100% of the amount paid at the time of registration, if the right of withdrawal is exercised no later than 5 May 2024;
(ii) you will be refunded 50% of the amount paid at the time of registration, if the right of withdrawal is exercised no later than 20 May 2024;
(iii) you will not be refunded if the right of withdrawal is exercised after 20 May 2024.
Should you have any questions, please send a message to: customerjourneys@unibocconi.it