Marketing Counts is an initiative by the Bocconi Department of Marketing aimed at fostering a collaborative and inclusive dialogue on the role of data and analytics in shaping the future of marketing and decision-making. The workshop emphasizes the power of diverse perspectives in driving innovation and advancing the field of marketing.
While the event is open to everyone, it also seeks to highlight the contributions of individuals who have broken barriers in fields where representation has historically been limited, such as analytics, technology, and quantitative disciplines. By drawing on these stories and experiences, with a special focus on celebrating the achievements of exceptional women who have excelled in traditionally male-dominated areas of analytics, the workshop aims to inspire the next generation of leaders and thinkers.
Through plenary discussions and interactive working groups, the event will explore critical themes such as marketing’s societal impact, the transformative potential of AI, and the ethical challenges of data-driven targeting in the age of privacy. The goal is to generate actionable insights and meaningful collaborations that address pressing challenges in marketing and beyond.
The working groups are carefully structured to include diverse stakeholders, bringing together leading academics, top industry professionals, PhDs, and selected students, who will participate following a competitive selection process.

Promoting a dialogue among academics, industry professionals, PhDs, and undergraduate and graduate students to understand the role of marketing in addressing global challenges and creating a better future.

3 Panels:

• Marketing for a Better World / Socio-Economic Impact

Wellbeing, Empowering Diversity, Sustainability, Prosocial Behaviors

• Artificial Intelligence & Marketing

GenAI, Innovation, Co-Creation: How AI is transforming marketing by enabling personalization, automation, and innovation

• Fair and Effective Data-Driven Targeting in the Age of Data and Privacy

Marketing Effectiveness, Algorithmic Fairness, Algorithmic Bias, Consumer Trust, Privacy Regulations

• Addressing climate change with behavioral science: A global intervention tournament in 63 countries
• Depression and grocery shopping behavior
• How Corporate America Is Retreating From D.E.I. - The New York Times
• How Gig Platforms Can Mitigate Racial Bias in Ratings
• The Hidden Environmental Costs of Food - The New York Times
• The Myth of the Sustainable Consumer

• 4 Widespread GenAI Assumptions to Question
• Empowering AI Companions for Enhanced Relationship Marketing
• Generative AI in innovation and marketing processes: A roadmap of research opportunities
• How Should Gen AI Fit into Your Marketing Strategy?
• Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
• Using LLMs for Market Research

• Algorithmic Bias: Why Bother?
• Balancing Personalized Marketing and Data Privacy in the Era of AI
• Eliminating unintended bias in personalized policies using bias-eliminating adapted trees (BEAT)
• How Tech Giants Cut Corners to Harvest Data for A.I. - The New York Times
• The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-In?
• Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing