ARF WEST PRESENTS
Maximizing the Mix:
Marketing Performance Measurement in Today's Media Environment
Program
Wednesday, January 28
GET THE INPUTS RIGHT
Exploring the key data issues in marketing performance measurement, including how to incorporate data from the fastest-growing channels.
2:00-2:10pm
Introduction
Gayle Fuguitt - CEO & President, The ARF
2:10-2:30pm
Using Causality to Maximize Profits
Christie Blomster - Product Marketing Manager, Facebook
2:30-2:45pm
Return on Word of Mouth
Hear the results of a landmark study measuring the impact of consumer word of mouth in six diverse categories, finding that online and offline consumer conversations and recommendations account for 13% of consumer sales, representing $6 trillion in annual spending.
Nancy Smith - President & CEO, Analytic Partners
2:45-3:20pm
Value of WOM: Part 2
Discuss and explore the ways in which the ROI of consumer word of mouth marketing - both online and offline - can be measured alongside traditional media.
MODERATOR: Alice Sylvester - Partner, Sequent Partners
Rob Key - CEO, Converseon
Ed Keller - CEO, Keller Fay Group
Nancy Smith - President & CEO, Analytic Partners
3:20–3:50pm
MEET & GREET: STORIES AND CONNECTIONS
Re-energize, find your tribe and build your network.
3:50–4:20pm
Keep Up With the Fastest-Growing Channels: Expert Perspectives
MODERATOR: Gayle Fuguitt - CEO & President, The ARF
Christi Eubanks – Senior Manager, Global Digital Analytics, Mattel
Sable Mi - Senior Director, Research Strategic Planning, Brightrol
4:20-4:40pm
Measurement of Digital Consumers' Multi-Screen Behavior: Understanding the Right Touch Points
This presentation will showcase how a modern single-source digital measurement methodology helps in addressing the key questions today’s advertisers have about the consumer of today, and future, providing concrete examples showcasing how difficult questions involving multi-screen digital users can be addressed.
Hannu Verkasalo, Ph.D. - CEO, Verto Analytics, Inc.
4:40-4:50pm
STRETCH BREAK
4:50–5:50pm
Keep Up With the Fastest-Growing Channels: Hands On
4:50-5:30pm: Workshop
5:30-5:50pm: Report Back
5.50–6.00pm
Closing Remarks
Gayle Fuguitt - CEO & President, The ARF
6:00–7:00pm
COCKTAILS AND CONVERSATION
Thursday, January 29
8:30-9:00am
MEET & GREET BREAKFAST
ROI: THE LEADING EDGE
Using marketing performance measurement to drive business impact.
9:00-9:10am
Introduction
Gayle Fuguitt - CEO & President, The ARF
9:10-9:40am
Quantifying the Impact of Twitter
Explore the data points, models, and technologies Twitter deploys to get a clear picture of its impact for brands - and the insights brands can use to best assess their own Twitter campaigns.
Manish Gupta - Head of Insights & Analytics, Twitter
Marc Vermut - SVP, Strategy, MarketShare
9:40-10:00am
Big Data MROI: Promises and Pitfalls
The availability of data has enabled exciting new possibilities for marketing measurement, such as attribution modeling. Nielsen will share some of the risks and rewards from 18 months of exploratory work in big data marketing analytics.
Scott McKinley - EVP, Innovation, Nielsen
10:00-10:20am
Real Cross-Platform at Scale: Sales Impact
A session that showcases cross-platform sales measurement solutions across screens and highlights recent case studies together with Turner Broadcasting.
Brian Katz - VP, Advertising & Purchaser Insights, TiVo Research
Jonathan Bohm - Director, TV & Digital Ad Sales, Turner Entertainment
10:20-10:50am
MEET & GREET: STORIES AND CONNECTIONS
Re-energize, find your tribe and build your network.
10:50-11:20am
Measuring ROI: How, When and Why?
A discussion of the suitability of different ROI measurement approaches for different situations.
MODERATOR: Gayle Fuguitt - CEO & President, The ARF
Jennifer Zeszut - CEO, Beckon
Bill Harvey - Co-Founder & Strategic Advisor, TRA (TiVo Research)
Joy Joseph - Principal & Practice Leader, IRI Global Analytics & Consulting
11:20-11:40am
The Art and Science of Marketing Mix Models
Marketing mix modeling is hugely important for marketing decision-making and has become a half billion dollar business worldwide. Over the past 35 years, there have been some broad scale changes in the practice, but it appears we’re about to face another significant generational change. Sequent Partners will reveal five opportunities for the next generation of marketing models to vastly increase the effectiveness of marketing.
Jim Spaeth - Partner, Sequent Partners
Alice Sylvester - Partner, Sequent Partners
11:40-12:00pm
Combining Digital and Physical: Measuring Cross-Channel Campaign Effectiveness
Connecting in-store activity to online campaigns is priceless and until recently, not an easy task even for the most tech-savvy businesses. By putting location in context, we can measure user interaction in physical stores and use data to measure the impact of how digital campaigns - both desktop and mobile - affect offline and online behavior. In this session, we will discuss this approach and how it translated into significant results.
Lauren Moores, Ph.D. - VP, Analytics, Dstillery
David Shim - Founder & CEO, Placed
12:00-12:25pm
Secrets of C-Suite Marketing Measurement
One of the most daunting tasks for B2C and B2B marketers is measuring success with the C-Suite. CEOs, CIOs, COOs are inherently elusive, exclusive audiences who prefer anonymity. In this session, explore the secret science of tracking KPIs through mixed-model ROI and nurturing executives through new offerings on Linkedin, Flipboard and other digital platforms.
Gina Michnowicz - Co-Founder & CEO, Union+Webster
Colm Long - Chief Revenue Officer, Flipboard
12:25-1:40pm
NETWORKING LUNCH
LAND THE INSIGHTS
1:40-2:10pm
Organize Now: Aligning Your Research, Analytics and Media Org Structure for Better Decision-Making.
MODERATOR: Gayle Fuguitt - CEO & President, The ARF
Joan Lewis - Principal, Joan M. Lewis, LLC
Tony Thrall - SVP, Risk Modeling, Bank of America
2:10-2:30pm
Key Trends in Automation - Insights & Best Practices for Brands
A discussion of the key insights gleaned from analyzing data from one of the world’s largest automated trading platforms, including methods to improve the % of a brand’s media dollars that go towards working media and improving media efficiency and efficacy.
Anthony Katsur - Head of Buyer Cloud, Rubicon Project
2:30-2:50pm
Moving from Brand Reporting to Brand Consulting
How deep integration of brand lift measurement tools into ad tech changes how to evaluate creative, optimize campaigns mid-flight, innovate on what is defined as brand lift and begin to more concretely chart the path between upper funnel metrics and direct response.
Samir Pradhan - Product Manager, Google
2:50-3:20pm
MEET & GREET: STORIES AND CONNECTIONS
Re-energize, find your tribe and build your network.
MOVING THE MANDATE FORWARD
3:20–4:30pm
Calls to Action: Solution Providers, Advertisers, Agencies and Media / Tech
What steps must we take to improve ability to prove and deliver higher ROI?
3:20–4:00pm: Workshop
4:00-4:30pm: Report Back
4:30-4:40pm
Closing
Gayle Fuguitt - CEO & President, The ARF
