Measuring Advertising
Introduction
Innovative Approaches to Measuring Advertising Effectiveness, The Wharton School, Philadelphia, 16 May 2013
Wharton Customer Analytics Initiative and the
Wharton Future of Advertising Program
INNOVATIVE APPROACHES TO MEASURING ADVERTISING EFFECTIVENESS
Thursday, May 16, 2013
Inn at Penn
3600 Sansom Street
Philadelphia, PA
Registration Fees:
$695 – Industry practitioner
$250 – Academic
The Wharton Customer Analytics Initiative (WCAI) and the SEI Center’s Future of Advertising Program (SEI FoA) are pleased to announce a conference focusing on new ways to measure advertising effectiveness. This fast-paced, one-day program will feature presentations on research projects that were selected to receive grants from WCAI and SEI FoA last year, along with commentary from a number of well-recognized practitioners. Presentations will cover a wide range of cutting-edge approaches to gauging advertising’s effectiveness including:
- Field experiments
- Advertising models: going beyond marketing mix and attribution
- Combining experimental and non-experimental data
- New measurement techniques: eye tracking and emotional response
To encourage a lively discussion on what these cutting-edge findings mean for today’s marketing analytics professionals, the program will feature short research presentations combined with panel discussions.
Full information available at
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