Sunday, October 4 | 10:45 - 11:45 a.m.

“Big data” is fundamentally reshaping business. The personal data economy that has been taking shape over the past decade, and will certainly continue to evolve into the next decade, is quite unlike the economy of mass markets that it is displacing. Former Harvard President Larry Summers said, “Data may be to the 21st-century economy what oil was to the 20th, a hugely valuable asset essential to economic life.”

In 2013 we analyzed the structure of firms that supply marketing services to marketers based on individual-level consumer data. We called the structure an ecosystem to emphasize the way these firms depended on one another. In 2015 we are repeating the analysis, and by the end of 2015 we will be in a position to quantify how the ecosystem is evolving. In this session, we will report progress on the second analysis and discuss likely changes between the studies.


Moderator:  Ofer Mintz, Louisiana State University
Research Summit Conference Co-chair

Neil Feinstein
Assistant Professor,
St. John’s University;
Owner, Zezo Digital

Neil is a copywriter, turned Creative Director, turned Brand and Digital Strategist, turned Professor of Advertising.

Neil is in his second year at St. John University’s College of Professional Studies, where he teaches advertising strategy and creative development. For 13 years prior, Neil was an Adjunct Professor at New York University, where he taught campaign strategy in their Masters of Science in Integrated Marketing program.

Over his 30-year career, Neil has advised some the bluest chip brands in America, including Disney, American Express, Merrill Lynch, Pitney Bowes, Conde Nast Publishing and Calvin Klein Fragrances. In fact, he created the very first online ads for The New York Times in 2000. He then dove into digital marketing and hasn’t looked back since.

Neil has lectured worldwide on digital, brand and creative strategy. He holds a Master’s of Science Degree in Direct & Digital Marketing from New York University.

Michelle McCormack,
LoveTheCool and Secret Boston

Michelle McCormack is a Digital Consultant for major brands. She is also a fashion photographer at Rue La La.

She has produced very successful, large scale events, including Vogue’s Fashion’s Night Out + Before I Die Wall. She also built a community of over 90k young Bostonians called Secret Boston.

Before going digital Michelle spent years working offline with NYC top magazines and online producing ad campaigns for global brands. Vogue Magazine, Uber, Instacart, Rockport, CVS, Arnold Worldwide, Hill Holliday, J. Walter Thompson are just a few of the brands Michelle has worked with on digital ad campaigns and photoshoots. She also spent a few years printing black + white for Annie Leibovitz.

She has lived in 5 cities and 4 countries, and is a US + European citizen.

She is currently developing an event surfacing app called HUNT, which will soft-launch in November 2015.

Elie Ofek
Harvard Business School

Elie Ofek is the T.J. Dermot Dunphy Professor of Business Administration at the Harvard Business School. Professor Ofek’s research explores relationships between product/service development and marketing decisions and examines how companies integrate marketing input when formulating innovation strategy. His research also examines the implications of digital technologies and emerging consumer trends on firms’ product offerings and on their marketing mix decisions. His work has appeared in top management and marketing journals and he is the author of numerous HBS cases and teaching materials.

At HBS he has taught the first year MBA required course in marketing (also served as the course head), an MBA elective on the relationship between Marketing and Innovation and numerous Executive-Education courses.

Professor Ofek received his PhD. in Business from Stanford University and holds an M.A. in Economics and a B.Sc. in Electrical Engineering. He has worked with companies from a range of industries including high-tech, media, telecommunications, pharmaceuticals, and personal-care.

Fareena Sultan,
Northeastern University

Dr. Fareena Sultan is a Professor of Marketing at the D’Amore-McKim School of Business (DMSB), Northeastern University, Boston. Dr. Sultan’s Ph.D. in Marketing is from Columbia University. She has a Master’s degree in Operations Research from MIT and a Master’s degree in Applied Mathematics from the University of Karachi, Pakistan. Prof. Sultan teaches Digital Marketing, Mobile Marketing, and Marketing Management at Northeastern. Prior to Northeastern, Dr. Sultan was an Assistant Professor of Marketing at the Harvard Business School for six years, a Visiting Associate Professor at UC Berkeley and an Associate Professor at Golden Gate University.

Prof. Sultan’s current research interests include Global Mobile Marketing, Digital Marketing, Social Media, Big Data and Marketing Analytics and New Technologies. Prof. Sultan has published extensively in such publications as the Journal of Marketing Research, Journal of Marketing, Sloan Management Review, Journal of Retailing, Journal of Business Research, Marketing Management, Journal of Interactive Marketing, Marketing Letters among others. Prof. Sultan has published papers on the concept of “Brand in the Hand” Mobile Marketing and written cases on Mobile Marketing working with Adidas in the Netherlands.