Keynote speakers

Edward C. Malthouse is the Erastus Otis Haven Professor of Integrated Marketing Communications and Professor of Industrial Engineering and Management Science at Northwestern University. He is also the research director of the Medill IMC Spiegel Research Center.

His research interests center on media marketing, database marketing, advertising, new media and integrated marketing communications. He develops statistical models and applies them to large data sets of consumer information to help managers make marketing decisions.

He was the co-editor of the Journal of Interactive Marketing from 2005-2011, and now acts as Editor Emeritus for the journal. He also served as a guest editor for two special issues at the Journal of Advertising. His professional experience includes software engineering for AT&T Laboratories, corporate analytics training for Accenture, BNSF, Digitas, Nuoqi and Capital One, and developing segmentations for Cohorts and Financial Cohorts and Motorola. Ed Malthouse will be joining the EMAC regional 2020 conference as a keynote speaker and participant in the Meet the Editors session.

The Customer Engagement Ecosystem: the Role of Big Data, Digital Environments and AI

Description: The purpose of this talk is to anticipate the future of customer engagement (CE) research as more marketing touchpoints occur in digital environments such as social and mobile, where customer actions are monitored, creating large databases, and touchpoints are better targeted and personalized with automated marketing systems and algorithms. I will do this by sketching the history of how digital environments have contributed to the development of CE as it is practiced it today. Understanding this trajectory will enable us to see where CE is going. I will also summarize how to define and think about CE, illustrating some key components with studies from the Spiegel Research Center, whose research focus is on using big data to understand how CE drives financial outcomes for organizations. These insights about CE will guide the deployment of AI in future marketing systems.

Joško Brakus is a Professor in Marketing at Leeds University Business School. He earned his Ph.D. at Columbia University. His teaching interests focus on marketing management, marketing research and marketing communications.

Joško conducts experimental research in consumer behavior. He studies experiential marketing and branding practices as well as managerial and consumer judgment and decision processes, with specific emphasis in the areas of selective information processing and biased processing. He also investigates how individual differences (e.g., self-regulation) affect adoption of new products and responses to marketing stimuli in general. His work has been published in leading academic marketing journals such as the Journal of Marketing Research and the Journal of Marketing. 

Joško has also been involved in consultancy work for ExGroup, a branding consultant based in New York City. He consulted VW and Skoda among other clients. Joško Brakus will be joining the EMAC regional 2020 conference as a keynote speaker.

Topic: Consumer Responses to Dehumanization of Employees: The Role of Political Ideology

Description: Dehumanization—a failure to perceive human-like capacities of other people, including a capacity to think, plan, and have emotions and feelings (Gray, Gray, and Wegner 2007)—in its subtle forms is widespread in everyday social interactions (Haslam and Loughnan 2014). Although sociologists have exposed dehumanization of employees (i.e., firms asking employees to behave like robots/machines) as an inevitable consequence of capitalism (Marx 1988; Weber 1930), consumers’ responses to this type of dehumanization have been unexplored. During his keynote, Josko will answer the question how do consumers respond to dehumanization of employees (i.e., firms asking employees to behave with limited human-like capacities)? His research shows that liberal consumers respond to dehumanization negatively, unlike conservative consumers. This negative effect is stronger for firms less associated with capitalism. Capitalism stereotypes and perceived surface acting mediate the results. Finally, Josko will discuss the implications of his research for the use of AI in services.  

Jonathan Copulsky teaches Customer Value Innovation and Introduction to Marketing Technology in Medill's graduate program in Integrated Marketing Communications and serves as a member of the advisory boards of Applied Marketing Analytics and the Medill Spiegel Research Center at Northwestern University.

He is an innovative marketing leader, growth strategist and thought leader with over 35 years of experience working at the intersection of brand, marketing strategy, content marketing and marketing technology.

He co-authored "The Technology Fallacy: How People Are the Real Key to Digital Transformation" in collaboration with MIT Sloan Management Review. Jonathan is a charter member of the Board of Editors for the Journal of Applied Marketing. Jonathan Copulsky will be joining the EMAC regional 2020 conference as a keynote speaker.

Topic: Marketing Technology: Rich Options, Tough Choices in a World of Digital Disruption

Description: This session discusses how technology changes the way that marketers operate and the challenges of harnessing technology to create responsive customer journeys and scalable marketing processes.  The presentation draws from research conducted in conjunction with Copulsky’s critically-acclaimed best-seller, “The Technology Fallacy” and research currently underway for the follow-up book, “The Transformation Myth.”

Practitioner keynote speaker

Josipa Majić is a University of Zagreb Alumnae, and Founder and CEO of ID Guardian, a biometric research company founded in London in 2013 with offices in Zagreb and Palo Alto. The company focuses on using biometric data analysis and creation of smart devices with biosensors.

More recently the company developed Tacit Tech that uses affective computing to monitor 20 key ecommerce elements to analyze online sales performance. Aside from developing proprietary products, her team has designed, developed and implemented products for a range of Fortune 100 brands such as: Pedigree, Hasbro, NIH, Vodafone, UN, etc.

She was a panelist at the Global Entrepreneurship Summit in Kenya with former US President Barack Obama and Kenyan President Uhuru Kenyatta. She often gives invited speeches at renowned business, entrepreneurial, healthcare and MedTech conferences such as Chicago Ideas Week. Josipa Majić will be joining us as a practitioner keynote speaker at the EMAC regional 2020 conference.

Topic: Affective Computing: How Companies and Brands are Leveraging Insights

Description: With AI gaining traction across industries, there is increasing interest in how we can deploy that technology to better understand our consumers. Affective computing suggests collecting and analyzing objective physical and physiological signals, such as EEG, ECG, speech sentiment, facial coding etc. that may give us a precise and quantifiable method to gauge sentiment. We will be doing a deep dive in the most interesting use-cases and insights derived from Affective Computing at a multinational consumer conglomerate that has used this technology to optimise everything from product formulas and packaging all the way to the final advertisement and point of sale material. Although these insights are both exciting and actionable, we are still in the early innings - so questions such as accuracy, data privacy and biases still need to be addressed - both by academia and practitioners. 

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