Research & Measurement
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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. POST FOODS CASE STUDY: NEW MARKETING MIX OPTIMIZATION STRATEGIES BASED ON INNOVATIVE CONSUMER BEHAVIOR MODELING (10:00-11:00AM)
We live in a highly connected world where real-time access to news, data, and information has transformed the way both people and businesses make decisions. Post Foods, like other marketers, is relying more and more on technology to help reduce risk and increase potential reward. In this session, Kelley Peters, Vice President, Integrated Insights & Strategy – Post Foods and Damon Ragusa, Founder and Chief Strategy Officer – ThinkVine will explain how they understand, target, reach, and measure relationships with customers in such a data-driven marketplace. They will explain their methodologies and share some initial results on the marketing mix optimization strategies they have built.
Kelley Peters, Vice President, Integrated Insights & Strategy – Post Foods
Damon Ragusa, Founder and Chief Strategy Officer – ThinkVine
II. DO SOMETHING ACTIVATES WITH MOBILE DATA-DRIVEN CRM (11:15AM-12:15PM)
Do Something is an organization that provides teenagers concrete steps they can take to do good in their local communities. Projects range from recycling bottles to collecting used jeans for the homeless to brainstorming new ways to reduce energy consumption. Do Something sends a biweekly text to its members giving them ideas for new projects they can undertake, targeted around their areas of interest. In this case study, Sam McKelvie, Head of Mobile Strategy – Mobile Commons and Marah Lidey, Digital Engagement Manager– DoSomething.org will share how they engaged, retained, measured, and expanded the program with Teens via mobile messaging with a focus on how they used data to build their CRM Program.
Marah Lidey, Digital Engagement Manager– DoSomething.org
Sam McKelvie, Head of Mobile Strategy – Mobile Commons
III. HOW NASCAR LINKS STRATEGY, ENGAGEMENT, AND SALES (1:00-2:00PM)
In this session, Paul Blakely, Chief Executive Officer – Velocity Worldwide, along with NASCAR partner, will showcase how NASCAR is working with Velocity Worldwide on a program taking place at the end of the year around NASCAR's "Champions Week". In working together, the strategy links real-time fan engagement nationally with increasing consumer intelligence for NASCAR's partners while driving sales as an end result. This session will focus on measurement and real-time intelligence gathering on consumer preferences.
Paul Blakely, Chief Executive Officer – Velocity Worldwide
IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will discuss key takeaways from today's meeting and open the floor for ANA Research & Measurement Committee members to suggest topics for future meetings.
Ed Martin, Director, Marketing Excellence and CSR Insights – The Hershey Company and ANA Research & Measurement Committee Chair