Join the American Marketing Association SF Chapter for hosted hor d’oeuvres, beer & wine as we dive deep into the trust in the digital world.
Trust is the foundation of a good customer experience and loyal relationship—the holy grail for marketers. Technology creates many possible avenues for building trust and developing that relationship. That happens through the effective collection and use of data. And while we are building huge treasure troves of data, we are still challenged as marketers by how to best employ that data to build trust.
Our speakers, Paolo Parigi and Jessica Santana, have been researching using a new method of discovering how trust develops online. Specifically, how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it. The methodology is called an online field experiment, and the implications are are promising for the future of marketing.
We may be able to use insights from this type of work to:
- More effectively personalize marketing to develop trust at an individual customer level at scale
- Create user experiences that increase trust at a measurable pace
- Overcome periods of distrust because of product or PR challenges with trust-building campaigns
We’re excited about bringing the cutting-edge academic research to this audience here in San Francisco and Silicon Valley—the center of the high tech world where we are only limited by our imaginations on how to use this.
Featuring Guest Speakers
Jessica Santana, Doctoral Candidate of Sociology, Stanford University
Jessica’s research evaluates the role of networks in innovation. This work is driven by insights from organizational theory, social psychology, network science, and economic sociology. She relies on a variety of methodological approaches, including experimental, statistical, and computational analyses. Jessica has benefited greatly from experience working in the types of organizations she studies, from Silicon Valley startups to Nicaraguan farming cooperatives.
Paolo Parigi, Lead Trust Scientist at Uber and Adjunct Professor of Civil and Environmental Engineering at Stanford University
Paolo Parigi, Lead Trust Scientist at Uber and Adjunct Professor of Civil and Environmental Engineering at Stanford University. He also serves as Associate Director at the Center for Computational Social Science at IRiSS with a focus on collaborations between academia and industry. Paolo has an MA in Quantitative Methods and a PhD in Sociology from Columbia University. Prior to his current positions, Paolo had an appointment in the Sociology department at Stanford as an assistant professor.
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