Research & Measurement
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Meeting notes are available to current, logged in Members only.
I. MEASURING THE IMPACT OF STRONGER THAN THE STORM (9:15-10:15AM)
During this session Doug O'Reilly, Senior Vice President, Insights – MWW Group, will present how the New Jersey Economic Development Authority launched a $25 million integrated campaign to not only change perception of residents in the primary marketing region for the New Jersey shore due to the aftermath of Hurricane Sandy, but to also activate consumers to visit the Shore over the summer (and measure it).
Doug O'Reilly, Senior Vice President, Insights – MWW Group
II. DRIVING IMPACTFUL MESSAGING THROUGH COLLABORATION (10:20-11:20AM)
Larry Cesnik, DBA, US Lead, Global Customer Insights, LifeScan, Inc. (one of the Johnson and Johnson Diabetes Solutions Companies) will discuss how LifeScan was faced with wearout of their legacy blood glucose meter brand messages - and also needed to develop compelling messages to support a new product launch. Customer Insights brought key internal stakeholders together to collaborate on a Strategic Messaging Study that would meet the needs of all marketers involved. A unique conjoint-driven messaging survey delivered to diabetes patients and healthcare professionals tested over one hundred messages and resulted in several strong candidates for improving LifeScan's message impact. Customer Insights then led post-study work sessions that drove implementation of new messaging in the professional marketing channel.
Lawrence Cesnik, DBA, US Lead, Global Customer Insights – LifeScan, Inc.
III. OPTIMIZING INTEGRATED MULTI-SCREEN CAMPAIGNS (11:25AM-12:10PM)
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase over the next three years. ANA and Nielsen joined forces on insightful new research that evaluates the success metrics of integrated multi-screen campaigns – including the mobile screen, examines the attributes that can lead to increased spending on such campaigns, ascertains the importance of the different ad formats best suited for integrated multi-screen advertising, and more.
Bill Duggan, Group Executive Vice President – ANA
IV. MEMBER ROUNDTABLE DISCUSSION (12:15-1:00PM).
In this session we will ask ANA Research & Measurement Committee members to discuss innovative ways they are using social and digital media in their research and measurement. We will also cover how the procurement role in their organization plays a role in research and measurement.