MODERATOR: Tom Evans – VP, Digital & Cross Media Research, ESPN
If the consumer is really driving marketing these days, what does that mean for your metrics? And do you have to use the same metrics for different ad campaigns that have different goals? Learn how new metrics can give you a better handle on your progress towards what you want to accomplish. Find out how old metrics are related to each other. Your best insights might be revealed when metrics collide.
Consumer-Constructed Story Trails: Maximize Time with Your Brand Across Platforms
Today’s consumer is in control of their media and constructing their own brand stories, as their touch points with your brand move from Word of Mouth conversations to internet to TV to video interactions and more. This presentation will discuss how you can experiment with communication options and build a “stickier” story, one that brings together the greatest total audience, keeps their attention, and builds a lasting trail that your customers will continue to follow for the long run.
Barry Feinberg – Group Managing Director, GfK Media & Communications, GfK Roper Public Affairs & Media
Gregg H. Liebman– SVP, Ad Sales Research, CNN
The Intersection of Brand and Direct Response
New ways this leading digital marketing technology services firm is helping clients measure the intersection of brand and response will be addressed. One is a new means for advertisers to correlate individual features within rich media creatives to campaign ROI objectives. Another is an advanced model for quantifying the “view-through effect” on conversion objectives in the absence of click-throughs on web display ads by using an experimental design to compare control and exposed audience segments of a web ad campaign.
Rick Bruner – Director of Research and Industry Relations, DoubleClick
Jai Singh – Research Manager, DoubleClick
Mingle-Source Measurement: Finding Unified Meaning in a Fragmented Research Environment
Researchers are often asked to piece together a holistic brand view from scattered sources, mixing and matching numbers from Nielsen, set top box data, IAG, Simmons, and more. How compatible are these divergent sources? How do the pieces fit together? This presentation will show the results of several investigations into the relationship between these varied metrics, so that you can put the pieces together and get perspective on your brand.
Robin Garfield – VP, Sales Research & Strategy, Scripps Networks
Bruce Tyroler – VP, Research Analytics, Scripps Networks
