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ROI

Sync Your Message with Social Change and Quadruple Your Earned Media

Sync your message with social change ... and quadruple your earned media: What Wells Fargo did.

Roxanne Gray, Ph.D. – VP Marketing Research Manager, Wells Fargo

Joe Hopper – President, Versta Research

The Long and Short of it: Long-Term Advertising Effects in MMM

The long and short of it: yes, you can measure both the long and short term effects of your marketing campaign with one integrated methodology.

Hirofumi Hamaguchi – Chief Analyst, Strategic Planning, DENTSU INC.

Brand & Equity Pricing: PepsiCo’s Performance Power Insight

PepsiCo performance power insight: the stronger the brand, the more pricing power you have.

Venu Gorti - Co-Founder & Solution Development Lead, Cogitaas

Ruchira Jain – VP, Consumer Insights, PepsiCo India

Kamal Sen, Ph.D. – CEO, Cogitaas

Don Sexton – Professor, Columbia University

Taking Advertising ROI to the Next Level: A Meta Analysis

Eight industry studies show data fundamentals dampen media ROI.

Jim Spaeth - Sequent Partners

Alice Sylvester – Sequent Partners

Quantifying the Sales Impact of Digital, Mobile and Social Advertising

AT&T quantifies the sales impact of digital and social media. How did mobile advertising score?

Joe Empert – Principal, Advanced Analytics, AT&T Mobility

Charlie Hinton – Executive Director, Marketing, AT&T Mobility

Greg Pharo – Director, Market Research & Analysis, AT&T Mobility

Double-Take: Digital Metrics Can Substitute for Unavailable Sales Data

Double-take: Digital metrics can substitute for unavailable sales data.

Satya Menon – Chief Marketing Scientist, Millward Brown North America

Stereotypes Are a Real Time (and Money) Saver

Stereotypes are a real time (and money) saver.

John Dick, Founder & CEO, CivicScience, Inc.

Using Neuro to Measure Your Measurement

Using neuro to measure your measurement.

David Brandt - EVP, Advertising Effectiveness Strategy, Nielsen

Nissan and the Canadian Football League: Listening to Emotions

If you sponsor a sports league for a whole season, expect your brand to go on an emotional "brand-transferring" roller-coaster ride.

Raymond Pettit, Ph.D. - Chief Analytics Officer, iTVX, Rentrak

Andrew Reid – Co-Founder & CTO, SponsorHub, Inc.

OOH Impact – A Behavioral Approach

Size matters - but so do other outdoor formats. SMG Dubai shares secrets to effective outdoor advertising.

Fahad Ali – Senior Research Executive, Starcom MediaVest Group (Vivaki MENA)

Ravi Shekar – Associate Research Director, Starcom MediaVest Group (Vivaki MENA)

Porque Puedo/Because I Can

Comcast translates tomorrow’s largest audience for you today.

Silvina Cendra - Planning Director, Grupo Gallegos

José E. Vélez-Silva - Senior Director, Multicultural Marketing Communication, Comcast

Adriana Waterston – SVP, Marketing & Business Development, Horowitz Research

Dimensionalizing Progress for Citi

Citi thought money could buy happiness and brand insight but learned they needed to go deeper.

Tasha Space – Founder, CS SPACE

Framing Consumer Insights: Values, Voices and Needs

AOL connects to consumers through values, voices and needs.

Vicki Draper - Director, Consumer Analytics & Research, AOL

Emily Glatzer – AOL

Digital Anthropology: Researching Audiences Online

Coca-Cola finds happiness online.

Allison Barnes - Digital Anthropologist, The Coca-Cola Company

Justin De Graaf – Global The Coca-Cola Company

"Coloring Outside the Lines" – ESPN's Unique and Inspiring Storytelling

ESPN’s storytelling mantra: Be brief, be brilliant, be gone.

Barry Blyn – VP, Consumer Insights, ESPN

Comedy Central’s Multicultural Dilemma

Comedy Central paradox: Challenge your entire media strategy for growth in today’s challenged media environment.

Chanon Cook – SVP, Strategic Insights & Research, Comedy Central/Viacom Entertainment Group

Tasha Space – Founder, CS SPACE

Date Night Any Night: The Advertising Impact of Co-Viewing Couples

Viacom’s date night insight: Watching together leads to increased engagement.

Mike Bloxham – VP, National TV and Radio, Frank Magid Associates

Sharon Alvarado – VP, Ad Sales Research, Comedy Central and Spike TV/Viacom Entertainment Group

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MOBILE

Quantifying the Sales Impact of Digital, Mobile and Social Advertising

AT&T quantifies the sales impact of digital and social media. How did mobile advertising score?

Joe Empert – Principal, Advanced Analytics, AT&T Mobility

Charlie Hinton – Executive Director, Marketing, AT&T Mobility

Greg Pharo – Director, Market Research & Analysis, AT&T Mobility

Optimizing Mobile Role in Marketing Mix: Findings from 100+ Studies

Big data revelation from 100+ studies: Mobilize mobile’s role in MMM Drives Growth.

Vassilis Bakopoulos – Head of Industry Research, Mobile Marketing Association

Rex Briggs – CEO, Marketing Evolution

The Essential Ingredient – Mobile Ethnography

Kraft and Mondelēz’s recipe for success: Bake in mobile ethnography.

Claudia Del Lucchese - Packaging and Design Insights Manager, Mondelēz International

Alex Hunt – President, BrainJuicer

Nancy Luna – Director, Front End Innovation & Trends, Kraft Foods

Maximizing Mobile in the Programmatic Paradigm

Maximize mobile in the programmatic paradigm.

Kajal Mukhopadhyay, Ph.D. – VP, Performance & Measurement, Xaxis

Using Location Data and TV Viewing to Deploy Ads and Drive Viewing

Inside baseball: Measurable targeted mobile advertising moves the needle on MLB/TV tune-in.

Charlie Fiordalis – Managing Director, Media Storm

Ed Haslam – SVP, Marketing, PlaceIQ

Chris Wilson – President, National Television, Rentrak

How’s the Fit? Wearables as a Research Aid

Research in 2020 will love wearables. In 2015? Not so much.

Tom Ewing – Content Director, BrainJuicer Labs

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CREATIVE/NEURO

Winning World Cup 2014 Engagement

Heart trumps brain, Coca-Cola wins real time intelligence through World Cup Engagement.

Gabriel Aleixo - Managing Director, BrainJuicer Latin America

Flavio Marcondes – Knowledge & Insights Team Lead, Coca-Cola Brazil

Carla Mayumi - Business Partner, Talk Inc.

Brain-As-Predictor

Predicting ad effectiveness is no longer a no-brainer.

René Weber – Director, Media Neuroscience Lab

Richard Huskey – Manager, Media Neuroscience Lab

Sound or Sight? Wearable Biometrics & Facial Coding Solve Engagement

Ipsos amplifies advertising through layers of sound and visual impact.

Elissa Moses – EVP, Neuroscience & Emotion, Ipsos

Neuroscience – A Currency for Collaboration

Remember this! The neuro metric of "memory encoding" creates a new currency for more effective ads.

Peter Pynta – Director, Sales & Marketing, Neuro Insight Pty Ltd.

Sheena Sudra - Enterprise Marketing Manager, National Australia Bank

Investigating the Priming Impact of TV and Premium Digital OOH

Neuroscience finds new evidence for TV and OOH priming impact.

Heather Andrew – CEO, Neuro-Insight (UK) Ltd

Beyond the Buzz: Meaningful Metrics for Branded Content

AOL’s actionable insights: Brand integration ≠ bad consumer experience.

Maureen Dawson – Senior Manager, Strategic Insights, AOL

Matthew Sharp – Senior Manager, Consumer Analytics & Research, AOL

Countering Ad Avoidance

Ad avoidance - it can be stopped.

Duane Varan, Ph.D. – CEO, MediaScience

Pringles Proves Insights = Successful Innovation

Pringles proves with Emotional Inquiry method that the right insight is in the can.

Dave Healing – Senior Consultant, BrandTrust

Terrae Schroeder – Head of Global Insights, Pringles, Kellogg’s

Rethinking Nightlife Experience for Heineken

Heineken thinks beyond the product: 60% is emotion and 40% is beer.

Thomas Troch - Senior Research Manager, InSites Consulting

Light & Fit Sheds Its Ego to Revive Its Brand

Light & Fit sheds its ego to revive its brand.

Olesya Goyorun, Ph.D. – Director, Strategy & Insights, Dannon

Holly Rozelle – Associate Manager, Strategy & Insights, Dannon

Using Metaphor to Drive Differentiation

In the hero’s arduous journey through breast cancer, Komen’s guiding light is metaphor.

Abigail Rendin - Senior Manager, Consumer Neuroscience Champion, Olson Zaltman Associates

Padmini Sharma – President; Insights Consultant, Jester & Genius; Susan G. Komen

How’s the Fit? Wearables as a Research Aid

Research in 2020 will love wearables. In 2015? Not so much.

Tom Ewing – Content Director, BrainJuicer Labs

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CROSS-PLATFORM MARKETING

Stop Targeting a Screen – Start Targeting a Journey

Facebook’s focus: Stop targeting a screen. Start targeting a journey.

Neha Bhargava – Manager, Advertising Research, Facebook

Dan Chapsky – Facebook

TV & Mobile Video: The Secret to Strengthening Your Dollars

1 + 1 ≠ 2: Adding mobile video on top of TV improves reach and lowers costs.

Sable Mi – Senior Director, Research Strategic Planning BrightRoll

Ronjan Sikdar – VP, Digital, Media Analytics, Nielsen

TV and In-Store Again Found Additive

Turner ad campaigns bucks ROI traditions.

Bill Harvey – Co-Founder & Strategic Advisor, TRA, Inc. (TiVo Research and Analytics)

Brian Katz – VP Advertiser & Purchaser Insights, TiVo Research

Jay Leon – VP Research, Turner Sports

How Custom Content Works Best for Sports Advertising

"Snapback" your target’s attention (from 2nd screen to 1st), by using customized ads.

Jay Leon – VP Research, Turner Sports

Carl Marci, M.D. - Co-founder, Chairman, & Chief Science Officer, Innerscope Research

Multi-Screening – Clutter or Asset?

Multi-screening . . . from curse to blessing.

Rolfe Swinton – Chief RealityMiner, RealityMine

Storytelling in Cross-Media Campaigns

Chapter and verse: Integrated storytelling in a cross-channel campaign.

Terrett Drake - Research Director, U.S., ConceptM

Dirk Ziems – Founder & Managing Partner, Concept M

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BIG DATA

Fire the CFO (Who Manages Data Like a CMO!)

Analyze this! Two silver bullets for real-time, omnichannel performance analytics.

Jennifer Zeszut – CEO, Beckon

Household Appliance Behavior Measurement Can Transform Consumer Insights

You are what you do. Passive data from "the internet of things" uncovers rich lifestyle and behavioral insights.

Sunando Das – Head of Marketing Science, TNS UK

Alex Johnson – Head of Innovation, Global Operations, Kantar

Don’t Get Buried by Big Data

Qantas’s stats on not getting buried by big data.

Brian Fine – Australia Online Research

Con Menicas, Ph.D. – Qantas

Intel Inside: Assessing the Impact of Intel’s Latest Digital Campaign

Intel on what Intel used to uncover new segments and insights around their campaign effectiveness.

Stephanie Tangeman – Campaign Effectiveness Lead; Intel Insights & Market Research, Intel

Becky Wu, Ph.D. – Senior Executive Vice President, Luth Research

Stereotypes Are a Real Time (and Money) Saver

Stereotypes are a real time (and money) saver.

John Dick, Founder & CEO, CivicScience, Inc.