Frontiers in Marketing: Online experiments

Join us for RSM's four state-of-the-art marketing masterclasses this spring. You will explore and discover cutting-edge research and new perspectives about topical marketing concepts. Each session will blend theory and practical insight about a marketing issue, as RSM's world-class faculty teams up with leading practitioners to deliver unique evening masterclasses. These sessions in this series will broaden your knowledge of the latest developments in marketing, and serve as an opportunity for you to share your experiences and network.

Timetable

18:30 Registration and light dinner

19:00 Session

20:30 Networking drinks

Learning from online experiments

Academic speaker: Gui Liberali, Associate Professor of Marketing at RSM

Practitioner speaker: Bart Schutz, Chief Persuasion Officer, Online Dialogue

How does your company test its effectiveness in sales, product ratings, word-of-mouth marketing, and other dimensions? What are the benefits of online experiments? To find the best ways to interact with consumers in terms of content, banners designs, websites, emails, promotions and recommendations, firms run daily online test and control experiments, often called 'A/B tests'. The scale, complexity and possibilities created by these experiments bring great opportunities but also major practical challenges for organisations. Managers must decide what to test, how this affects consumers, how to deal with the experiments' costs, how to increase user engagement, and how to handle privacy issues. Join us to discover new perspectives about the art and science of A/B testing and online experimentation. The sessions is led by an academic speaker and a leading practitioner; both have experience in conducting and analysing large-scale randomised experiments.

Registration

Please use the online registration form to register for the sessions individually, or for all 4 from Frontiers in Marketing series.

Cost: 25 euro per session (excluding service fee)

The price of the ticket includes light dinner prior to the session and a reception afterwards. Full-time students of Rotterdam School of Management are entitled to a discount. In case you register for all four sessions, the last session is free of charge.

Registration for these sessions is limited and therefore is granted on first come, first served basis.

Live streaming

If you are unable to come to Rotterdam, you can follow the sessions via live streaming, or watch it online later. We will announce the live streaming link via our Facebook page.

Terms of Registration

Rotterdam School of Management, Erasmus University (RSM) reserves the right to cancel or to reschedule the event, sessions, locations or times, or to arrange substitute speakers if this is absolutely necessary due to unforeseen reasons which are out of control of RSM. In these cases, RSM is not required to compensate travel or accommodation costs, loss of working time, or other damages. If, after registration, you are unable to attend, you may send a replacement participant. RSM cannot refund your registration.