MSIX to feature Mutiny founder Henry Innis on predicting ROI and Professor Gayle Kerr on the creativity impairment effect

Henry Innis, founder of Mutiny, will speak at Mumbrella MSIX (Marketing Sciences Ideas Xchange) on February 20 in Sydney with Dr Seyed Lajevardi, Mutiny’s chief technology officer, to reveal how to predict commercial returns on marketing activity.

Innis and Lajevardi will provide real world examples of how to use advanced predictive analytic techniques and will illustrate why data integrity is so critical for marketers today.

Innis and Lajevardi will speak about predicting commercial returns from marketing

The pair will also show delegates how to leverage what they have and how they can translate historical data into predictive ROI across the marketing mix.

Innis has extensive experience in strategy, having worked in strategy for the likes of VML and Y&R prior to their merger as well as AKQA and Edge, while Lajevardi has a detailed technology background in machine learning and software development.

Kerr will discuss the creative impairment effect

Joining the Mutiny on the Mumbrella MSIX program is Professor Gayle Kerr from the School of Advertising, Marketing and Public Relations at Queensland University of Technology.

Academic research shows how creative advertisements increase attention, motivation to process and are more memorable than regular (or less creative) ads. However, new research presents a second unknown effect – the creativity impairment effect.

Kerr will investigate the impact of creativity and demonstrate how creative ads impair the memorability of other regular ads, especially competitive ads, giving creativity a second important effect.

Mumbrella MSIX is curated by Thinkerbell chief thinker Adam Ferrier. It takes place on February 20 at the Powerhouse Museum in Sydney. Earlybird tickets are on sale now.


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