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
16:00 - 20:00 Guided Tour of Pinacoteca Ambrosiana and Cripta San Sepolcro &
Opening reception at Saporè Milano by Renato Bosco
Tuesday, 4th June 2024
09:00 - 16:00 Conference (Day 1), Bocconi University, Room AS03
16:00 - 17:30 Free time
17:30 - 19:15 Guided Tour of the Last Supper Museum
19:15 - 20:00 Walk to the Restaurant
20:00 - 22:00 Conference dinner at Ristorante El Brellin
Wednesday, 5th June 2024
9:00 - 14:00 Conference (Day 2), Bocconi University, Room AS03
- 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
Vibhanshu Abhishek, University of California - Irvine
Uri Barnea, Bocconi University
Mimansa Bairathi, UCL
Francesco Bologni, Bocconi University
Generoso Branca, Bocconi University
Margherita Caprara, Bocconi University
Carla Silveira Freitas Netto, Pontifical Catholic University from the region of Paraná
Sonja Gensler, University of Münster
Reto Hofstetter, University of Lucerne
Sungtak Hong, Bocconi University
Garrett Johnson, Boston University
Keyvan Karimipour, Bocconi University
Jeanne Kim, IE Business School
Jessica Kim, Bocconi University
Andreas Lanz, University of Basel
Alice Li, Ohio State University
Erik Maier, University of Leipzig
Puneet Manchanda, Michigan Ross
Alex Miller, USC Marshall
Arvin Moazemi, Bocconi University
Elisa Montaguti, Bologna University
Sungkyun Moon, Bocconi University
Lorenzo Morgante, Bocconi University
Bahar Nejat, Bocconi University
Giovanna Padula, Bocconi University
Stefano Prestini, Bocconi University
Serena Pugliese, University of Leeds
Gulnaz Rakhmatullina, Bocconi University
Gaia Rubera, Bocconi University
Sepehr Safari, Bocconi University
Tobias Schlager, HEC Lausanne
Qiaoni Shi, Bocconi University
Iris Steenkamp, Bocconi University
Zijun Tian, Washington University St Louis
Olga Ungureanu, VU Amsterdam
Sara Valentini, Bocconi University
Michiel van Crombrugge, Erasmus School of Economics
Prasad Vana, Tuck School of Business
Marton Varga, Bocconi University
Francisco Javier Villarroel Ordenes, Luiss University
Heeyoung Yoon, Bocconi University
Juanjuan Zhang, MIT
Xin Zhou, Bocconi University
Kai Zhu, Bocconi University
PUNEET MANCHANDA, Ross Michigan, USA
Keynote Speech: How Effective is Suggested Pricing?: Experimental Evidence from a Digital Marketplace
PUNEET MANCHANDA the Isadore and Leon Winkelman Professor and Professor of Marketing at the Ross School of Business.
His main research interest is in building empirical models to solve strategic business, marketing and policy problems such as building customer engagement, targeting, resource allocation, launch planning, bargaining and information disclosure. His most recent work has focused on marketing and strategy problems in the high technology, e-commerce, streaming media, influencer marketing, gaming and pharmaceutical industries. Methodologically, his work is in the domain of “Big Data,” applying artificial intelligence, machine learning, statistics and econometrics towards causal inference in business and policy settings. His papers have appeared in all top marketing journals. A recent study identified him as one of the top 50 scholars in marketing. Professor Manchanda is active on company boards and consults in industries such hi-technology, pharmaceuticals and consumer goods. He is currently holding the Senior Editor position at Marketing Science, and a frequent speaker at various academic and industry events. His research and commentary on current topics has been published in business media outlets such as the Wall Street Journal, Financial Times, New York Times, NPR, USN&WR, LA Times, Detroit Free Press, Sloan Management Review, Investors Business Daily, Forbes.com and CIO Magazine.
JUANJUAN ZHANG, MIT, USA
Keynote Speech: Customer Journey Entanglement and Recommender System Design
JUANJUAN ZHANG is the John D. C. Little Professor of Marketing at the MIT Sloan School of Management.
An expert in quantitative modeling, Zhang combines economic theory with computation to develop scalable business solutions. Her research covers industries such as consumer goods, social media, and healthcare, and functional areas such as product management, pricing, and sales.
Zhang’s research has won a series of best-paper awards, including the Frank Bass Award for the best marketing thesis, the John Little Award for the best INFORMS marketing paper, and the INFORMS Society for Marketing Science Long Term Impact Award. In 2018, she was named an inaugural Marketing Science Institute Scholar, a title awarded to “the most prominent marketing scholars in the world.” Zhang has served as Marketing Department Editor of her field’s top journal, Management Science, Associate Editor of several other top journals, and VP of the INFORMS Society for Marketing Science.
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Piazza Missori 1, 2023 - Milano
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Via Alberico Albricci 2, 20122 - Milano
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HOTEL CRIVI’S
Corso di Porta Vigentina 46, 20122 Milano
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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