Research & Measurement

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. LISTEN FIRST, ASK LATER: HOW TO GAIN INSIGHTS FROM ONLINE CONVERSATIONS AND SEARCH (9:45-10:45AM)
Frank Cotignola, Associate Director of Media Insights and Analytics – Mondelez International will share how social media and search continue to change the way we gather and interpret consumer insights. Through detailed examples, you'll discover how to use social media and search data to uncover important insights, ones that can be used in new product development, category "white space" analysis, and other broad trends that impact the consumer marketplace. Using a mixture of paid and free tools, you'll learn how social media and search data can help you uncover valuable consumer insights.

Speaker:
Frank Cotignola, Associate Director Media Insights and Analytics – Mondelez International


II. THE IMPACT OF MASSMUTUAL'S INNOVATIVE SEGMENT CLASSIFICATION RESEARCH (11:00AM-12:00PM)
Nicole Byrne, Market Insights Research Manager – MassMutual and Amit Ghosh, Principal and Director of Research – Forbes Consulting Group will share the methodology of how Mass Mutual identified the unmet needs and concerns of the "Family Market" consumer segment. The research provided MassMutual with compelling insights that helped them create a portfolio of differentiated products and solutions along with targeted messaging that resonated with this target audience. In addition, you will hear how MassMutual leveraged these research findings to better influence, engage and significantly impact their overall business strategy.

Speakers:
Nicole Byrne, Market Insights Research Manager – MassMutual
Amit Ghosh, Principal and Director of Research – Forbes Consulting Group


LUNCH (12:00-1:00PM)


III. VIEWABILITY – AN INDUSTRY OVERVIEW (1:00-1:15PM)
Everyone is talking about viewability. The ability to trade on viewable impressions is quickly moving from being a trend to a standard. But significant misunderstanding and miscommunication abounds as we see every day in the press and hear about in both casual and not so casual conversations. Learn where are we today and how viewability will help marketers tomorrow.

Speaker:
Duke Fanelli, Executive Vice President, CMO, Marketing Communications – ANA


IV. MEMBER ROUNDTABLE DISCUSSION (1:00-1:45PM)
Measure What Matters – This discussion will focus on the year ahead for the ANA Research and Measurement Committee. We will concentrate on the measurement issues and needs that really matter, with the goal to help drive results upwards.

Facilitators:
Aaron Fetters, Director, Insights and Analytics Solutions Center – Kellogg Company
Jasper Snyder, EVP, Research & Innovation: Cross-Platform and Media – Advertising Research Foundation


V. NATIVE ADVERTISING – MEASUREMENT ISSUES AND MORE (1:45-2:15PM)
Native advertising has been one of the hottest and most controversial (thanks to John Oliver!) terms of the past year. Native advertising is a method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience, with the intent of making the paid advertising feel less intrusive and thus increase the likelihood users will engage with it. In this session, ANA will share the topline results of the fall 2014 ANA Native Advertising Survey, which provides benchmarks on budgets, measurement, disclosure, and overall management of native advertising. Measurement is a particular issue. Per the survey, multiple metrics are employed, but no metric stands out as "most important." The industry would benefit from a deeper understanding of the metrics that matter most for native.

Speaker:
Bill Duggan, Group Executive Vice President – ANA