The Institute for Research in Marketing at the Carlson School of Management is teaming up with YA, an industry leader in delivering high-impact marketing promotions, to present a new conference called Ignite 2017: Sparking Action in Marketing. The inaugural event will be held October 19 at the Carlson School.

Ignite 2017 fuses two distinct marketing perspectives by bringing together distinguished business scholars and researchers from top business schools with corporate leaders from premier companies. Attendees will gain practical, data-driven insights on the latest digital tools to inform marketing strategy through a combination of theoretical knowledge and real-world lessons.

Registration is open, with early-bird pricing through September 11.

Register to attend Ignite 2017

Carlson School faculty members Ravi Bapna, the Curtis L. Carlson Chair in Business Analytics and Information Systems, associate dean for executive education, and academic director of the Carlson Analytics Lab, and Joseph Redden, an associate professor who holds the Board of Overseers Professorship in Marketing, will present at the conference, along with scholars from the Wharton School at the University of Pennsylvania and New York University’s Stern School of Business.

The academic researchers will co-present with corporate professionals representing four major brands: Comcast, ESPN, General Mills, and U.S. Bank. Topics include new tools in analytics, when digital is key and when traditional media provide the best value, and how to truly be part of the interactive conversation with consumers and customers.

“I tell people I hate conferences. That’s why we’ve worked so hard to make Ignite different,” says YA President and CEO Chris Behrens. “Each session will feature both an accomplished academician and a hands-on corporate marketer to share new cutting-edge research and technologies in marketing and demonstrate how the technologies can play out in real-world applications.”

Carlson School Marketing students will attend, giving them a chance to learn about best practices and network with professionals in the field.

“This conference will be relevant to a broad spectrum of marketing professionals,” says Steve Goodyear, director of the Institute for Research in Marketing, “but it is always especially gratifying to see the students absorb all this practical knowledge. In addition, the connection between students and the local business community is valuable and helps us to keep the best and brightest students right here in the Twin Cities.”

Additional sponsors of the conference include Oracle, Huron, Minneapolis Downtown Council and Twin Cities Business magazine.