Category Archives: Speaking Engagements
Mobile Marketing Presentation at Wharton Conference on Retail Disruption
Was the lead academic speaker at the Wharton School at the University of Pennsylvania conference “Disruption in Retail,” attended by CXOs and key academics. The conference brought industry and academic thought leaders together to discuss disruptive developments that are impacting the retail industry.
Keynote @ Michigan Ross Tech Business Innovation Forum
I keynoted @ Michigan Ross Tech Business Innovation Forum–great speakers & insights. Kudos to Professors Ravi Anupindi and M.S. Krishnan of Michigan Ross for organizing a nice event. Thanks to speakers, Chris Bosco (Accenture), Mike Minelli (24/7), Dan Newman, Sriram (Michigan Ross), Thomais Zaremba (Ford), Michael Osment (Taubman), and Dennis Maloney (Domino’s) for their fascinating views on omnichannel marketing.
Interview with Karen Katz, CEO, Neiman Marcus
Karen Katz, CEO and President, Neiman Marcus answered my questions before an auditorium full of students, faculty and staff at the Mays Business School, Texas A&M on April 2, 2014. Karen Katz started as an assistant buyer with the company took over as the CEO in 2010. She is continuously engaged in delivering customized experience to Neiman Marcus’ luxury customers. I had a chance to moderate her talk. She spoke on a range of topics. Below is a video link to the interview.
Marketing, R&D and the Fortune 500
The effects of marketing spending and R&D spending on firms’ survival in the Fortune 500.
Store Shelf Strategy
The effect of aisle adjacency and display of one product category on the sales of another.
CHAN4CAST: A Multi-Channel Multi-Region Forecasting Model and Decision Support System for Pepsico
by Suresh Divakar, Brian T. Ratchford, and Venkatesh Shankar
This work won a finalist award for the 2004 ISMS-MSI Marketing Science Practice Prize.
Pepsico developed a model and decision support system called CHAN4CAST to forecast sales for consumer packaged goods. The model decomposes sales into several channels, including grocery, drug, convenience and gas, fountain and the like, decomposing sales forecasts into different channels. The model also incorporates holidays, temperature, trading day effects and new product introductions. The model’s mean percentage forecast error for the grocery channel in 2003 was -0.4%. The associated decision support system (DSS) allows product managers both to plan for forecast sales volumes as well as to simulate the effect of different firm and competitors’ actions on those sales. The tool includes a scorecard by account, channel and region that allows Pepsico to continually track its sales against forecast. The company estimates benefits as well over 1,000% return on the model investment.