Research & Measurement
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Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. THE HERSHEY COMPANY: MEASURING THE IMPACT OF CHARITABLE EFFORTS ON BRAND WARMTH, COMPETENCE & BEHAVIOR (9:45 - 10:45)
In this session, Ed Martin, Director, Marketing Excellence and CSR Insights - The Hershey Company and the new ANA Chair of the Research & Measurement committee along with Chris Malone, Chief Advisory Officer - The Relational Capital Group will share a research study that measures the positive brand perceptions, purchase intent and loyalty for companies who are involved in charitable efforts. They will take you through examples of how different corporations have been able to leverage this untapped power to build their brands and retain loyal customers.
Ed Martin, Director, Marketing Excellence and CSR Insights - The Hershey Company
Chris Malone, Chief Advisory Officer - The Relational Capital Group
II. MAKING MEASUREMENT MAKE SENSE (3MS) (11:00-12:00)
The Cross Platform Measurement initiative, Making Measurement Make Sense (3MS) was launched in March 2011 by the ANA, IAB and the 4A's in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media. The lack of consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. From the marketer's perspective 3MS will:
- Improve the ability to demonstrate the effectiveness of overall marketing efforts
- Provide increased proof of value to support cross-platform spends
- Enhance understanding of ad performance leading to increased impact with fewer dollars
- Potentially allow hard dollar savings to be redeployed to higher-impact activities
- Frees up internal and agency resources that no longer need to interpret digital ad performance.
The first phase of the Making Measurement Make Sense (3MS) initiative is complete, and has yielded a five-part digital marketing measurement framework. In this session, John Frelinghuysen, Partner - Bain & Company will provide an update on this very important industry initiative.
Monisha De La Rocha, Case Team Leader - Bain & Company
LUNCH (12:00 - 1:00PM)
III. MEASURING THE IMPACT OF SOCIAL MEDIA (1:00-2:00PM)
With the influx of social media, it is becoming more and more imperative to measure the impact social media has on customer buying behavior. In this session, Craig Stacey, Director of Research. Center for Measurable Marketing - New York University will share 3 case studies of how the in-store purchase reinforces word of mouth and contributes to even greater sales. Craig will share the impact of social media for a retail, toilet paper and a pizza brand.
Craig Stacey, Director of Research, Center for Measurable Marketing - New York University
IV. RESEARCH & MEASUREMENT TOPICS FOR FUTURE MEETINGS (2:00-2:30PM)
This session will call on all members to provide suggestions for topics for future committee meetings and any other committee business.