Professors Institute 2018

January 10-12, 2018

��ϲ�Ԥ�� Collins Executive Education Center
3150 Binkley Avenue, Dallas, TX 75275

Day 1

"A Few Words on Customer Engagement"
Hal Brierley
Executive-in-Residence

Day 2

"The Real Impact of Artificial Intelligence in Marketing"
Venky Shankar
Coleman Chair, Professor in Marketing
Director of Research Center for Retailing Studies at the Mays School of Business
Texas A&M University

Don Smith
SVP and Chief Analytics Officer
Brierley & Partners

“Searching for the Best Customer Satisfaction Metric”
Yoshi Tanaka
Director - Customer Insights and Analysis
American Airlines

Moderated Discussion on Morning Presentations
Minakshi Trivedi
Professor and Chair, Marketing Department, Neeley School of Business
Texas Christian University

“Tips and Resources for Teaching Marketing Analytics”
Charlotte Mason
Terry Chair of Business Administration,
University of Georgia

“Advancing Your Research Agenda”
Marci Armstrong
Research Accelerator

Craig Stevens
CEO
UBMobile

“Applying Advanced Edge Analytics and Real-Time Decisioning to Improve Customer Experiences Across the Brand”
JT Timmerman
Product Marketing Manager
Teradata

Day 3

Marie Adolphe
Vice President, Program Development
Marketing EDGE

“Retail Trends and Generational Attitudes to Credit”
Sanjay Sidhwani
SVP, Marketing Analytics
Synchrony

John Dubois
CEO and Founder
Oculus 360

"Teaching Marketing to Digital Natives"
John Deighton
Baker Foundation Professor
Harold M. Brierley Professor of Business Administration, Emeritus

Cynthia Tenhouse
General Manager – Product and Consumer Marketing
Lexus

Joe Moses
General Manager – Retail transformation
Toyota Future Retail

Jessamine Merrill
General Manager – Marketing & Brand
Toyota Financial Services

Toyota Experience Center Tour

Toyota Campus Tour

Presenters

MARIE ADOLPHE

Marie Adolphe is vice president of program development at Marketing EDGE. In this role since August 2007, Marie oversees the creation of programs and events aimed at college students interested in exploring careers in marketing.

Prior to joining Marketing EDGE, Marie served as director of human resources at the corporate office of Bookspan where she provided direction and support on a wide array of issues including talent acquisition and retention, management development and employee relations. Ms. Adolphe started her career at the Park Central Hotel where she worked in all areas of human recourses including recruiting, training and labor relations. She has also held human resources positions at Adecco S.A., Saint Vincent’s Hospital and Federated Merchandising Group. Marie uses her interpersonal and management skills to enable the organization to achieve its mission to Educate, Develop, Grow, and Employ college students in the field of marketing.

Ms. Adolphe earned her MBA in Organizational Behavior from Pace University. She’s a certified Senior Human Resources Professional and holds a Bachelor of Science in Hotel Administration and a Bachelor of Arts in French Literature from the University of New Hampshire. She is currently pursuing a Doctor of Education degree from Northeastern University.

MARCI ARMSTRONG, Ph.D.

Marci Armstrong is the Brierley Endowed Professor; Director of the Brierley Institute for Customer Engagement; and Associate Dean, Graduate Programs at the Cox School of Business, ��ϲ�Ԥ��.

Marci provides strategic leadership to the newly launched Brierley Institute for Customer Engagement, the first academic institute in the nation devoted to the study of customer engagement. The Institute seeks to create a rich collaborative environment – an exchange of ideas, insights and practices – bringing together students, professors and business practitioners to advance knowledge and improve business practice, driven to understand how and why customers engage with brands and how engagement drives customer loyalty and value.

Marci’s responsibilities as Associate Dean include strategic leadership of Cox graduate programs -- the MBA, Fast Track MBA, Professional MBA, Executive MBA, MA/MBA in Arts Management, JD/MBA, MS in Management, MS in Accounting, MS in Finance and MS in Business Analytics as well as coordination with other ��ϲ�Ԥ�� schools to offer the MS in Sport Management, MS in Engineering Entrepreneurship and MS in Health Promotion Management. As Associate Dean, she oversees admissions, student services, diversity, global programs and career management.

A six-time teaching award honoree, Marci teaches ��ϲ�Ԥ�� Cox MBA, PMBA and MS students and is also an experienced consultant and executive education instructor. Her recent work leads companies to understand how to engage customers, drive customer loyalty and create memorable customer experiences.

Her client list includes private and public companies of all sizes including:

Accenture	Ingersoll Rand
American Airlines	Kusin & Kusin (Reviver)
Anheuser Busch	L-3 Communications
AT&T	The Linde Group
Blockbuster	Lockheed Martin
Boeing	Maritz
Cinemark	Mission Foods
Dallas Cowboys	Monsanto
Dallas Symphony Orchestra	Nationwide
EDS	NFL Super Bowl XLV
Edward Jones	Nortel
Elevate	PICKUP
Energy Future Holdings	Safran
F.B.I.	Southwest Airlines
GameStop	Texas Instruments
G6 (Motel6/Studio6)	Verizon
Home Depot	ZenCash

Prior to joining ��ϲ�Ԥ��, Marci was a member of the faculty and associate dean at the Olin Business School, Washington University in St. Louis. Marci’s Ph.D. in Management Science (focused on solving marketing problems with quantitative methods) was earned from the University of Texas at Dallas where she studied under renowned professor Frank Bass.

HAL BRIERLEY

For 30 years, Hal Brierley served as the Chief Loyalty Architect for Brierley & Partners, providing loyalty counsel for some 175 clients, including American Express, AT&T, GameStop, Hertz, Hilton, Neiman Marcus, Office Depot, 7-Eleven, Sony, United Airlines, and UPS.

He began his entrepreneurial career as co-founder of Epsilon, serving as its CEO for eleven years. In 1980, Hal was advised American Airlines on the launch of AAdvantage, the nation’s first frequent traveler program. In 1982, he was elected Vice President of Sales and Advertising for Pan American World Airways, where he launched Worldpass, the first global frequent traveler program, In 1983, he joined Continental Airlines as its Senior Vice President of Marketing.

Hal launched Brierley & Partners in 1985, serving as President and CEO through 2006 and as Chairman through 2015, when the company was sold to Nomura Research Institute, Japan’s largest technology services firm.

In 1999, he founded e-Rewards, today re-branded as Research Now, the world’s largest online market research panel providing survey respondents for over 2,500 research firms, with sales of $300 million and more than one million members completing one or more surveys each month.

He serves on the Executive Board at the ��ϲ�Ԥ�� Cox School of Business, Dean’s Advisory Board at Harvard Business School, the Executive Committee of the Advisory Board of the Smithsonian National Zoo and the Executive Committee of The Better Angels Society (a Foundation supporting Ken Burns’ work for PBS).

Hal is a member of the Executive Board of the Dallas Center for the Performing Arts, a Life Member of the Board of Governors of the Dallas Symphony, and a member of the Board of the Baylor Health Care System Foundation, North Texas Public Broadcasting, and the United Way of Metropolitan Dallas Foundation.

He is a regional recipient of E&Y’s Entrepreneur of the Year for Lifetime Achievement, the 2013 recipient of the Edward N. Mayer, Jr. Education Leadership award, and a 2012 inductee into the DMA’s Hall of Fame for lifetime achievement in direct marketing.

He graduated with a BS in Chemical Engineering with highest honors from the University of Maryland in 1965 and with an MBA from Harvard Business School in 1968 as a Baker Scholar with High Honors where he has endowed a Marketing Professor.

Hal and his wife Diane live in Highland Park, Texas.

JOHN DUBOIS

John Dubois started his career in technology consulting with one of the big consulting firms in 1995. Over the last 20 years he has enjoyed building startups and fostering a company culture that tackles and solves wicked problems in a cooperative atmosphere, which tends to keep people energized, engaged and around. In his current role as CEO of Oculus360, John has co-authored patents around extracting context from unstructured data, lead the product direction, and provided guidance to the firms largest customers.

JOHN DEIGHTON

John Deighton is Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School, where he has taught marketing for 20 years. He has taught Digital Marketing and Big Data in Marketing in Harvard’s MBA program. He will be teaching the latter course in 2018 at Cornell Tech. He co-chairs Harvard’s executive short course titled Competing on Business Analytics and Big Data. His recent research includes ”Rethinking the Profession Formerly Known as Advertising: How Data Science is Disrupting the Work of Agencies,” (Journal of Advertising Research 2017), “Economic Value of the Advertising-Supported Internet Ecosystem,” (2017), “The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy,” published by the DMA 2016, “Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels,” published in the Journal of Marketing, and "Interactivity's Unanticipated Consequences for Marketers and Marketing," in Journal of Interactive Marketing. Recent case studies include Oracle: Targeting the CMO, Managing Data at Allstate, WPP: From Mad Men to Math Men, and Target Stores: The Hunt for Unvolunteered Truths. See also his Twitter feed @HBSmktg. He is a past editor of the Journal of Consumer Research and the Journal of Interactive Marketing. He has served as the Executive Director of the Marketing Science Institute and is currently a member of the Chair’s Advisory Council of Marketing Edge, and Director of the Berkman Center for Internet and Society at Harvard University. He has been a visiting professor at the Duke University, the University of Tokyo, and Oxford and Cambridge Universities in the UK.

CHARLOTTE MASON

Charlotte Mason is head of the Marketing Department at UGA’s Terry College of Business where she holds the C. Herman and Mary Virginia Terry Chair of Business Administration. She is also Director of the Coca-Cola Center for Marketing Studies which houses the Master of Marketing Research degree program. Previously she was at the University of North Carolina at Chapel Hill.

Charlotte’s current research focuses on the visual representation of data, data-based marketing, and strategic customer relationship management. Her research has been published in leading journals including Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Marketing Letters, Journal of Marketing, Journal of Interactive Marketing, Strategic Management Journal and the Journal of the Academy of Marketing Science, and has garnered over 5700 citations on Google Scholar. Charlotte teaches the MBA Marketing Analytics & Decision-Making and the MMR Database Marketing and Customer Relationship Management courses. In 2017 she received the MBA Outstanding Teacher Award; in 2016 she received the Terry Outstanding Faculty Service Award.

Charlotte is on editorial boards for Journal of the Academy of Marketing Science, Journal of Marketing, and the Journal of Relationship Marketing. Charlotte has served on the AMA Academic Council, and is currently on the Board of Trustees of the Marketing EDGE – a non-profit organization whose mission is to Educate, Develop, Grow, and Employ students in the field of marketing. In 2014 she received the Marketing EDGE's Robert B. Clarke Outstanding Educator Award. Her industry experience includes work for Procter & Gamble, Booz, Allen and Hamilton as well as consulting projects. She received B.S. and M.S. degrees in industrial engineering, an M.S. in statistics, and her Ph.D. in business administration from Stanford University.

MATTHEW B. MYERS

Matthew B. Myers is the ninth dean of the Edwin L. Cox School of Business at ��ϲ�Ԥ�� and holds the Tolleson Chair in Business Leadership. He became dean of the nationally and internationally ranked Cox School on August 1, 2017. ��ϲ�Ԥ�� Cox offers undergraduate and graduate degrees to a student population of about 2,000 and maintains an international alumni network in more than 20 countries. Prior to his deanship at ��ϲ�Ԥ�� Cox, Myers served as dean and Mitchell P. Rales Chair of Business Leadership at the Farmer School of Business, Miami University in Oxford, Ohio.

Myers’ research focuses on global marketing and strategy issues. He has written extensively on knowledge sharing in cross-border business relationships, international pricing strategies and comparative marketing systems. He has published in leading journals across multiple disciplines including the Strategic Management Journal, the Journal of Marketing, the Journal of Operations Management, the Journal of International Business Studies and Sloan Management Review. In addition, he was co-editor of the Global Supply Chain Handbook (Sage). His current research investigates the effects of foreign direct investment in supply chain functions on developing economy performance and wealth distribution.

His expertise has put him in demand as a consultant with organizations in the global distribution, chemical, insurance, education, pharmaceutical and marketing research industries. He recently served as visiting faculty at ESSEC-Paris and the University of St. Andrews, Scotland. Myers has taught at the Vienna University of Economics and in other international locations including Italy, Romania, Taiwan and Uzbekistan, and has led executive education courses in China, Vietnam, India, Argentina, Chile, Brazil, Hungary and Poland. Myers has been recognized three times as the Outstanding Faculty for MBA programs, and received the University of Tennessee’s Chancellor’s Award for Globalization Initiatives. He is a member of the Society of Fellows of the Aspen Institute, a non-partisan organization dedicated to educational and policy issues.

Myers received his Ph.D. from Michigan State University, a Masters of International Business Studies from the University of South Carolina and a B.A. from the University of Louisville. He served as a medic in the U.S. Army Airborne from 1979 to 1982, and was stationed at Hunter A.A.F., Georgia and Ft. Kobbe, Panama. Dean Myers, his wife Virginia and their twin daughters live in Dallas, Texas.

VENKATESH SHANKAR

Venkatesh (Venky) Shankar is Visiting Scholar, Stanford University, Coleman Chair Professor of Marketing and Director of Research, Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include digital business, marketing strategy, innovation, retailing, international marketing, and pricing.

He has been as one of the World’s Most Influential Scientific Minds by Thomson Reuters and as a Top 10 scholar worldwide on innovation. He is a winner of AMS Cutco/Vector Outstanding Marketing Educator Award for lifetime contributions to marketing, the Lifetime Achievement Award in Retailing from AMA, the Mahajan Award for Lifetime Contributions to Marketing Strategy from AMA, the Distinguished Alumnus Award from IIM, Calcutta, the Distinguished Alumnus Award from IIT, Kharagpur, the Clarke Award for the Outstanding Direct and Interactive Marketing Educator, the Long-term Impact Award for an IJRM article, the Green Award for the Best Article in JMR, the Lehmann Award for the best dissertation-based article in an AMA journal. He is Co-Editor of the Handbook of Marketing Strategy and author of Shopper Marketing. He has published in the JMR, Management Science, Marketing Science, JM, SMJ, HBR, SMR, JPPM, and JR. The Shankar-Spiegel Award is named in his honor. He is ex-President of the Marketing Strategy SIG, AMA and serves on the CMO council and B2B Leadership Board. He was also a two-term Academic Trustee of the MSI. He is Editor-Emeritus of the Journal of Interactive Marketing (JIM), Associate Editor of JMR, Area Editor of JM, and ex-Associate Editor of Management Science. He serves on the policy boards of JR and JIM and on the editorial boards of Marketing Science and JAMS.

He is a three-time winner of the Krowe Award for outstanding teaching. He has been a visiting faculty at MIT, INSEAD, Singapore Management University, SDA Bocconi, Chinese European International Business School, and the Indian School of Business. He was selected to deliver the Guruspeak lecture across India. He is a Research Fellow of Northwestern University’s Retail Analytics Council. Venky has a Ph.D. in marketing from the Kellogg School, Northwestern University.

SANJAY SIDHWANI

Sanjay Sidwhani is the SVP of Advanced Analytics for Synchrony Financial.

In this role, Sanjay is responsible for developing advanced analytics tools and machine learning techniques to drive cardholder engagement and improve the customer experience. In addition, Sanjay is leading the creation of broader data science capabilities and talent as well as analytics consulting capabilities using internal benchmarks and external data for the organization.
Prior to this role, Sanjay was the marketing analytics leader for Synchrony Financial, responsible for generating actionable insights to drive profitable growth for all sales platforms across the business. This included identifying new external data sources, building predictive tools to optimize marketing investments, creating comprehensive customer-data environments and developing marketing analytics talent.

Prior to assuming the analytics leader role in 2011, Sanjay was the targeting & segmentation leader for GE Capital Retail Finance. In this role, he was responsible for developing enterprise-wide advanced analytics tools and targeting strategies for all retail card clients. Prior to this role, Sanjay was the analytics leader for several specialty retail clients.

Prior to joining GE in 2007, Sanjay held multiple analytics and consulting roles at Merkle Inc., Ernst & Young and FedEx Corporation. Sanjay has spoken at several industry events on the application of data in financial services and has authored/co-authored multiple white papers on retail/customer analytics.

DON SMITH

Don Smith earned his Ph.D. in Political Science from The Florida State University, and spent 11 years in academia teaching statistics and policy evaluation. Prior to joining B+P, he was a research director for Dallas County, in charge of database modeling, data mining, and program reporting. He has authored several journal articles and a full-length book. At Brierley, Don specializes in building loyalty programs and CRM solutions, leveraging customer-centric data assets to create predictive models and prescriptive targeting solutions, with an emphasis on marrying customer engagement data to shopping and purchasing patterns. His current client list includes Hertz, GameStop, Express, Pep Boys, Orchard Supply Hardware, Kellogg’s, GAF, PepsiCo, Otterbox and Al Tayer. An avid theater fan, he was the 1990 Saax Bradbury/Amos Abrams fellow to the Royal Academy of Dramatic Art; his penchant for over-acting informs his current presentation style, which is conservatively characterized as 'overwrought theatrical storytelling’.

YOSHI TANAKA

Yoshi Tanaka is a Director, Customer Insights at American Airlines, Inc. Yoshi is responsible for providing customer insights to various internal clients within American, including Marketing, Revenue Management, Onboard Products, and Food & Beverage. His biggest client is AAdvantage, American’s frequent flyer program, as they make no decision without understanding customer behaviors and perceptions. Yoshi manages a team that utilizes customer data analytics and a team that performs customer research. In his view, there are two ways to gain customer insights: one is to observe who they are and what they do using customer profile data and transaction data, and the other is to talk to the customers directly through customer surveys, focus groups, etc. He believes having both under the same umbrella greatly improves American’s ability to generate meaningful customer insights. Yoshi has been with American for 20 years. He spent his first 10 years in Revenue Management. He has been in his current role for the last 10 years, though both his group and his purview have grown significantly over these years. Yoshi grew up in Yokohama, Japan, and worked for Canon Inc. prior to moving to the US. He has an MBA from Cornell University and lives in Dallas, Texas, with his wife and teenage daughter.

Attendees

Marie Adolphe
Vice President, Program Development
Marketing EDGE

Nelson Amaral
Assistant Professor
American University

Marci Armstrong
Director, Brierley Institute for Customer Engagement, Brierley Endowed Professor
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Stephen Atlas
Assistant Professor
University of Rhode Island

Michel Ballings
Assistant Professor
University of Tennessee

Terri Bartlett
President
Marketing EDGE

Alexander Breier
Assistant Professor
Boston College

Hal Brierley
Chairman and CEO
The Brierley Group

Chaoqun Chen
Assistant Professor
��ϲ�Ԥ�� Cox

Khai Chiong
Assistant Professor
University Texas - Dallas

John Deighton
Baker Foundation Professor, Harold M. Brierley Professor of Business Administration, Emeritus
Harvard University

John Dubois
CEO and Founder
Oculus 360

Sean Eidsen
Brierley Institute, Director of Corporate Engagement
��ϲ�Ԥ�� Cox

Beth Fossen
Assistant Professor
Indiana University

Emily Garbinsky
Assistant Professor
University of Notre Dame

Mitchell Hamilton
Assistant Professor
Loyola Marymount University

Sajna Ibrahim
Assistant Professor
University of Illinois - Chicago

Clarence Lee
Assistant Professor
Cornell University

Charlotte Mason
Department Head, C. Herman & Mary Virginia Terry Chair of Business Administration, Department of Marketing
University of Georgia

Milica Mormann
Visiting Assistant Professor
��ϲ�Ԥ�� Cox

Matt Myers
Dean
��ϲ�Ԥ�� Cox

Mohammad G. Nejad
Associate Professor
Fordham University

Yulia Nevskaya
Assistant Professor
Washington University in St. Louis

Hang Nguyen
Assistant Professor
Michigan State University

Sungsik Park
PhD Candidate
University of Florida

Ryan Rahinel
Assistant Professor
University of Cincinnati

Brian Ratchford
Charles and Nancy Davidson Professor of Marketing
University of Texas - Dallas

Daniel Ringel
Assistant Professor
University of North Carolina

Cinthia Satornino
Assistant Professor
University of Connecticut

Venky Shankar
Coleman Chair Professor in Marketing, Director of Research, Center for Retailing Studies
Texas A&M University

Dan Sheeham
Assistant Professor
University of Kentucky

Allison Shields
Assistant Professor
Ithaca College

Sanjay Sidhwani
Senior Vice President Marketing Analytics
Synchrony

Debika Sihi
Assistant Professor
Southwestern University

Don Smith
Senior Vice President and Chief Analytics Officer
Brierley & Partners

Craig Stevens
CEO
UBMobile

Sarang Sunder
Assistant Professor
Texas Christian University

Holly Syrdal
Assistant Professor
University of Southern Mississippi

Yoshi Tanaka
Director - Customer Insights and Analysis
American Airlines

Wayne Taylor
Assistant Professor
��ϲ�Ԥ�� Cox

John T. Timmerman
Product Marketing Manager
Teradata

Seshadri Tirunillai
Assistant Professor
University of Houston

Minakshi Trivedi
Professor and Chair, Marketing Department
Texas Christian University

Vijay Viswanathan
Associate Professor and IMC Department Chair
Northwestern University

Pengyuan Wang
Assistant Professor
University of Georgia

Tracy (Xiaoqian) Yu
Assistant Professor
University of Utah

Jennifer Zarzosa
Assistant Professor
Henderson State University

Mohammad Zia
Assistant Professor
Chapman University

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