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Nielsen consumer data takes center stage at Chicago Booth marketing forum

May 02, 2014

Marketing practitioners and researchers will converge on the University of Chicago Booth School of Business' downtown campus Tuesday, May 6, featuring a range of research that uses the data to generate insights on marketing topics.

The school's Kilts Center for Marketing is holding the inaugural Marketing Insights at Chicago Booth at the Gleacher Center, 450 N. Cityfront Plaza Drive, from 9 a.m. to 6 p.m. Tuesday. Registration begins at 8:15 a.m.

Much of the discussion this year will focus on research that made use of data from Kilts' partnership with Nielsen Co., which has opened up comprehensive datasets, including Consumer Panel Data and Retail Scanner Data.

Topics will range from the effectiveness of Super Bowl ads to whether experts — be they chefs or pharmacists — buy off-brand products.

Erik Hurst, Chicago Booth professor of economics, will discuss his paper, "Prices Over the Business Cycle," which looks at local economic conditions affect local prices. He found that retail markups occur when local economic conditions deteriorate.

Other Chicago Booth speakers include Jean-Pierre Dubé, who will present the paper "Do Pharmacists Buy Bayer? Sophisticated Shoppers and the Brand Premium," which he wrote with Jesse M. Shapiro, Matthew Gentzkow and Bart J. Bronnenberg; Günter J. Hitsch, who will discuss the paper "Private Label Demand and the Great Recession," which he wrote with Dubé and Peter Rossi; and Emily Oster will focus on her forthcoming paper, "Purchasing Reactions to Health News."

John Burbank, president of Nielsen Strategic Initiatives, will deliver the keynote address, "Knowing Today's Consumer," at 11:40 a.m.

For more information, contact Emily Silkaitis at 773.834.1528 or emily.silkaitis@chicagobooth.edu.