The 2014 Customer Insights Conference

The 2014 Customer Insights Conference

Where leading thinkers and doers come together to advance the knowledge frontiers of evolving customer behavior

Topics will include:

This event is now over.  Questions?  email Heather Fitzgerald (

Shareable Materials


Keynote talk:
Facebook and the Future of Marketing
Carolyn Everson, Vice President, Global Marketing Solutions, Facebook
The Future is Omni-Commerce
Alex Craddock, Head of North American Marketing, Visa, Inc
All Social Media Sites are Not Created Equal
Marlene Towns, Professor of Marketing at Georgetown University's McDonough School of Business
Tweets and Sales
Juanjuan Zhang, Associate Professor of Marketing, MIT Sloan School of Management
10x Brand: How Google Thinks About Building the Brands of the Future 
Ben Jones, Creative Director, Google
Absolute Value: the Rise of Consumer rationality and the Decline of Brands, Loyalty, and Other Quality Proxies in the Age of Nearly Perfect Information
Itamar Simonson, Professor of Marketing, Stanford Graduate School of Business
Insights as an Organizational Change Force
Pam Forbus, Vice President, Strategic Insights, PepsiCo -Frito-Lay
Sexy Little Numbers - How to Grow Your Business Using The Data You Already Have
Dimitri Maex, President, OgilvyOne New York
Customer Analytics 3.0: Combining Big Data and Small Data for Fast Impact
Tom Davenport, Professor of Information Technology & Management, Babson
Online marketing: Now it's Personal
Erick Brethenoux, Director, Business Analytics & Decision Management Strategy, IBM
Zero to Sixty, and Still Accelerating – Tough Mudder’s Rapid Growth and Plan for the Future
Nicholas Horbaczewski, Chief Revenue Officer, Tough Mudder
Captivated by “her”: A Design + Marketing Love Story
Kat Holmes, Principal Designer, Microsoft
Why Customer Insights Are at the Heart of Every Great Innovation
Mark Weinstein, VP, Commercial Services Strategy, Loyalty Programs and Strategic Partnerships, Hilton Worldwide
The New Business Model of Absolut Vodka
Jonas Tåhlin, VP Global Marketing, Absolut
"Thinking Fast and Slow" TM
Shane Frederick, Professor of Marketing, Yale SOM
The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment
Mitchell Lovett, Assistant Professor of Marketing, Simon Business School, University of Rochester
Advertising Spillovers: Field-Experiment Evidence and Implications for Returns from Advertising
Navdeep Sahni, Assistant Professor of Marketing, Stanford Graduate School of Business
Advertising, Consumer Awareness and Choice: Evidence from the U.S. Banking Industry
Maria Ana Vitorino, Assistant Professor of Marketing, Carlson School of Management, University of Minnesota
Social Effects in Buying Behavior: Evidence from In-Flight Purchases
Pedro Gardete, Assistant Professor of Marketing, Stanford Graduate School of Business
Who's Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions
Rebecca Hamilton, Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland
Buy Versus Rent: How Acquisition Mode Affects Consumer Decision-Making
Anastasiya  Pocheptsova, Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland
The Benefits of Retail Therapy
Scott Rick, Assistant Professor of Marketing, Ross School of Business, University of Michigan


Carolyn Everson - Keynote speaker
Vice President, Global Marketing Solutions
Speaker Bio
Carolyn Everson is the Vice President of Global Marketing Solutions at Facebook, where she leads Facebook’s relationships with its top marketers and agencies across the globe. Carolyn oversees a team of regional leaders, and the teams focused on global partnerships, global agencies and Facebook’s Creative Shop. Prior to Facebook, Carolyn was the Corporate Vice President of Microsoft’s Global Advertising Sales and Trade Marketing Teams. Carolyn led the company’s advertising business across Bing, MSN, Windows Live, Mobile, Faming, Atlas and the Microsoft Media Network. Carolyn also spent seven years at MTV Networks. Her last role was as Chief Operating Officer and Executive Vice President of U.S. Ad Sales for MTV Networks where she oversaw strategic planning, operations, and finance for MTVN’s U.S. Ad Sales department. She also was responsible for MTVN’s Direct Response business and the cross platform, cross brand strategic sales and marketing group called Generator. Carolyn holds a bachelor’s degree in liberal arts and communications from Villanova University where she graduated Summa Cum Laude. She also obtained a master’s degree in business administration from Harvard where she was a Baker Scholar. Carolyn has been named a Woman to Watch and Fortune included her on the 40 under 40 list two years in a row. Carolyn is also on the Board of Directors of Hertz Global Holdings, Inc; serves on the Friends of the Global Fight Against AIDS, Tuberculosis and Malaria Board; is a board member of the Effies and an advisor to Luma Partners. She resides in Montclair, New Jersey with her husband Doug and twin daughters Taylor and Kennedy.
Erick Brethenoux
Director, Business Analytics & Decision Management Strategy
Speaker Bio
Erick Brethenoux’s leads the strategy and vision for IBM Business Analytics Division. Erick defines the overarching strategy for the BA division; determine and unify the synergies and messages within IBM Software Group for Analytics; leads the Customer Analytics, Decision Management and Analytics Inside initiatives across IBM software, hardware, services and research organizations; and drives the international Strategic Advisory Client Boards for Business Analytics. Erick was a VP of Corporate Development at SPSS, the predictive analytics company that IBM acquired in 2009. Prior to joining SPSS, Erick was VP of Software Equity Research at Lazard Frères, New York, from 1997 to 2004. Brethenoux had a threefold mission: providing institutional investors with equity research and recommendations, analyzing startup companies for potential venture capital funding or initial public offering and forecasting and monitoring trends and market dynamics in merger and acquisition activities. Prior to joining Lazard Frères, Erick was Research Director of Advanced Technologies at the Gartner Group (1991 – 1997) focusing on decision support systems, knowledge management and advanced software engineering architectures. Prior to Gartner Group, Erick held a Senior Analyst position at New Science Associates where he covered applied intelligent systems and launched the commercial high-performance supercomputer systems service. In these roles, he was responsible for research operations issues, advising clients on their information technology strategies, publishing research reports as well as establishing new units of core research within the Gartner Group. Prior to New Science Associates, Mr. Brethenoux was completing a scientific mission for the French Embassy in the United States. Erick has published extensively in the domains of artificial intelligence systems, system sciences, applied mathematics, complex systems and cybernetics. He has held various academic positions at the University of Delaware and the Polytechnic School of Africa in Gabon. Erick’s research as a Ph.D. candidate at University of Delaware was aimed at knowledge engineering, computational linguistics and connectionism modeling within a cognitive sciences multidisciplinary program.
Alex Craddock
Senior Vice President, North America Marketing
Speaker Bio
Alex Craddock is Senior Vice President of North America Marketing at Visa Inc. and is responsible for managing all aspects of marketing Visa’s consumer and commercial products across the US and Canada. Previously, Alex was Head of Global Commercial Marketing at Visa Inc. and prior to that, he worked for Visa International Asia Pacific as Regional Director of Product and Channel Marketing as well as Marketing Director, South and South East Asia. Alex has over 20 years experience in international marketing and business development. He previously held the role of European Group Head of Brand and Marketing for the Xerox Corporation and prior to that was Senior Vice President and Head of Marketing for Visa International CEMEA (Central & Eastern Europe, Russia, Middle East and Africa). Alex also spent several years in Board level positions at marketing agencies, with responsibility for client management and business development across Europe and globally working with clients such as NatWest Bank, British Gas, Volvo Europe, Suzuki and Sony. Alex began his career in the automotive industry with Renault and subsequently Honda. Alex has been named “Top Digital Marketer” by BtoB Magazine in 2011 and 2012. Alex has degrees in European Business and French and is married with two children and currently lives in San Francisco, California.
Pamela Forbus
Pepsico, Frito-Lay North America
VP, Strategic Insights
Speaker Bio
Since 2007, Pam has been leading a 30+ team of strategy, analytics and market insight professionals who have a powerful influence on the growth agenda at Frito-Lay, a multi-billion dollar company, with 6 brands over $1 Billion in sales. To drive growth on such a vast portfolio requires a profound understanding of Demand. For the past three years, her team has been perfecting “Demand Sciences” to influence portfolio management and guide marketing strategy and resource allocation decisions. After a 12-year account service and planning career in the advertising agency industry with Y&R, Chiat/Day, WB Doner and Campbell-Ewald, Pam joined the Frito-Lay insights team in 2000. Known for embracing innovative methods, Pam challenges her team to pioneer and embrace “next practices” in human decision-making and business analytics. Blending the science of analytics and the art of behavioral learning, the team uses a suite of techniques to identify Demand and Growth Drivers. For example, they leverage experimental design in a custom-built 30,000 square foot “staged” grocery store to help them identify breakthrough retail execution. Through the use of eye tracking, neuro-science and implicit association testing the team has enhanced learning on how to optimize innovation, advertising, packaging and in-store communication. Finally, through continuous measurement and advanced analytics the team keeps the organization focused on “what works” and influences future strategies and plans. Pam is an Executive Committee Member of The Marketing Science Institute, a Director of the Marketing Accountability and Standards Board and is on the Advisory Board of the University of Texas Center for Customer Insight and Marketing Solutions. She holds a Bachelor of Business Administration from Saginaw Valley State University and a professional certification in marketing research from The University of Georgia. A runner, avid golfer and art-lover, Pam is originally from the Detroit suburbs, is a mother to three daughters and currently lives in Plano, Texas with her husband Robert and youngest daughter Anna.
Kat Holmes
Principal Designer
Speaker Bio
Kat is a Principal Designer at Microsoft, focused on design insights and strategy. She’s passionate about new ways that filmmaking and storytelling can accelerate product innovation - especially as a tool to shift conversations with strong engineering teams. Kat has worked on mobile products since April 2007, connecting experiences across user experience, hardware, brands and services. Prior to Microsoft she worked on a broad range of technologies - from oscilloscopes to biomechanical implants to household cleaning products - always focused on creative ways to bring a human-centric approach to product design. She earned a B.S. in Materials Science Engineering from U.C. Berkeley and attended the M.B.A. program at Portland State University. She lives in Seattle with her family.
Nicholas Horbaczewski
Tough Mudder
Chief Revenue Officer
Speaker Bio
Nicholas Horbaczewski is the Chief Revenue Officer at Tough Mudder, a hardcore, 10+ mile obstacle course series with more than 50 events on three continents in 2013. The company has reached more than one million participants to date, who have raised more than $5.8 million for Wounded Warrior Project, Tough Mudder’s charity partner in the United States. Nick is responsible for worldwide revenue generation, overseeing the company’s Marketing, Sales, Sponsorship, Event Monetization and Growth Strategy divisions. As a member of the company’s Senior Executive Committee, he consults on all decisions related to whole-business strategy and execution. Previously, Nick co-founded an angel-funded tactical equipment and services firm teaching hand-to-hand combat to elite military and law enforcement units around the world. When that was acquired, he led Corporate Development for a billion dollar defense contractor, running debt raises, M&A transactions, and an Initial Public Offering. He holds a BA in History and Literature from Harvard College and an MBA from Harvard Business School. A New England native, he spends his spare time skydiving, camping, traveling and frequenting the local Crossfit box.
Ben Jones
Creative Director
Speaker Bio
Ben is a Creative Director at Google. He works with brands and their creative and media agencies to build their brands by drawing on the best of technology, media and storytelling. His work takes him inside virtually all of the major US advertisers and the top advertising agencies, helping shape them for this digital/mobile age. He came from Hill Holliday, where he worked on Dunkin Donuts, Johnson and Johnson and Major League Baseball. Prior to that, he was at Digitas, where he ran global loyalty for IHG, led campaigns for Holiday Inn, Samsung, and SAP, among many others, including providing the voice of the Aflac Duck in social media. His past life includes being the Dean of Admissions at Bennington College, building a network of early stage venture funds, and publishing The Rope Eater, a novel, with Doubleday.
Dimitri Maex
OgilvyOne New York
Speaker Bio
Dimitri is Presaident of OgilvyOne NY. He is also a member of OgilvyOne’s Worldwide board. He joined Ogilvy in 1998 in Brussels to run the analytics capability. In 2001 Dimitri transferred to the London office to become Principal of International Consulting, responsible for developing the consultancy offering for international clients. He also became the head of Ogilvy’s Global Data & Analytics practice. In 2004 Dimitri moved to San Francisco to work at Cisco’s headquarters in San José. There he was responsible for developing Cisco’s advanced analytics department. After a spell in Silicon Valley, he moved to the New York office to run Ogilvy’s Strategy team, which included Ogilvy’s Marketing Strategy, CRM and Analytics capabilities. He took on the management of OgilvyOne in NY in 2011. Dimitri began his career as a financial controller at Kraft Foods, after which he joined the Amsterdam Group (European Alcoholic Beverages Industry Group) as a market analyst for the EU. Born and raised in Antwerp, Belgium, Dimitri studied econometrics at the University of Antwerp. He got his MBA at the Xavier Institute of Management in Bhubaneswar-India. His hobbies are soccer, tennis, squash and music. He lives in Brooklyn with his wife Katherine and their daughter Ray and son Bruce.
Jonas Tahlin
VP of Global Marketing
Speaker Bio
Jonas Tåhlin has been the Vice President Global Marketing at The Absolut Company since August 2011. As Vice President for Global Marketing, Jonas is based in Sweden and in charge of the Global Marketing Strategy, Communication and Innovation for ABSOLUT VODKA, MALIBU and KAHLÙA. Before that he was Vice President of Brand Development, based in London, and responsible for the global commercial performance and market strategy for ABSOLUT VODKA, MALIBU, KAHLÙA, Wyborowa, Luksusowa and Frïs. Jonas Tåhlin started his career in 1998 as Assistant Brand Manager at Procter & Gamble. During his years at Procter & Gamble Jonas was stationed in Stockholm, Rio de Janeiro, Geneva and Caracas. He advanced within the company to Senior Brand Manager and finally Marketing Director for multiple brands and geographies within Procter & Gamble. Jonas joined Vin & Sprit as Zone Director Europe in April 2006. In 2008, after the acquisition of Vin & Sprit by Pernod Ricard, Jonas became Regional Vice President of The Absolut Company in the Americas, based in New York City. In January 2010 he moved on to become Vice President, Marketing in Pernod Ricard USA before being given the task to create an entirely new department at The Absolut Company. In July 2010 he therefore led the creation of the new Brand Development organisation at The Absolut Company in London. Jonas Tåhlin holds a Master of Science in Business and Economics from Stockholm School of Economics. Jonas' great interest in cars takes him to Nürburgring in Germany where he races his personal favorites twice every year.
Mark Weinstein
Hilton Worldwide
VP Commercial Services Strategy, Loyalty Programs and Strategic Partnerships
Speaker Bio
Mark Weinstein currently serves as Vice President, Commercial Services Strategy, Loyalty Programs and Strategic Partnerships. In this role, Mark leads the Hilton HHonors program, the company's premier guest loyalty program that links 39 million members to Hilton Worldwide's global portfolio of ten hotel brands and more than 4,000 properties in 91 countries. He is also responsible for Hilton’s global strategic partnerships, sponsorships and alliances. Mark joined Hilton Worldwide in 2010 as Senior Director, Global Customer Marketing Project Management Center of Excellence. In this role, he was responsible for stewarding key Global Customer Marketing strategic initiatives and projects from initiation through execution. Prior to joining Hilton, Mark held consulting roles at MarketingBridge, a sales and marketing consulting firm and at PricewaterhouseCoopers in its Operational Effectiveness advisory practice. Over the course of his consulting career, he worked with a number of leading organizations including American Express Business Travel, IBM, SAP, ADP, The World Bank, Avaya, Humana, Pitney Bowes, and Lenovo. Mark graduated from the University of Maryland’s Robert H. Smith School of Business with degrees in marketing and finance.