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Research & Measurement

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


I. HOW DOES IBM MEASURE SOCIAL MEDIA? (9:45-10:45AM)
Bruno Bagala, WW GB MM Business Solutions and M2BP Program Delivery Manager - IBM and Leila Seith Hassan, Associate Director, Marketing Analytics - OgilvyOne Worldwide  will share the process that IBM has in place to help provide insight and impact their Paid, Owned and Earned strategy (POE). You will also learn how this process is helping IBM refine their integrated Paid Owned and Earned approach.

Speakers:
Bruno Bagala, WW GB MM Business Solutions and M2BP Program Delivery Manager - IBM
Leila Seith Hassan, Associate Director, Marketing Analytics - OgilvyOne Worldwide


II. NESTLE'S APPROACH TO TELEVISION AND VIDEO MEASUREMENT (11:00AM-12:00PM)
Jonathan Stine, Strategic Sourcing, Marketing and Clinical Research - Nestle, USA and Ace Metrix will share one method of copy testing, which they have used to gain insights within 24 hours. In addition, you will hear key findings from their Black Book Study and their partnership with Facebook.

Speakers:
Jonathan Stine, Strategic Sourcing, Marketing and Clinical Research - Nestle, USA
Jonathan Symonds, EVP of Marketing - Ace Metrix
Kurt Palmquist, Vice President of Sales - Ace Metrix


LUNCH (12:00-1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)

  • Measurement Mandate Update: The ANA is collaborating with sister trade organizations including the ARF, IAB, and the 4A's to take a leadership role on identifying and driving key media measurement and validation industry issues. In this session, we will provide an update on our "Measurement Mandate" initiative and discuss ideas on how the ANA Media Leadership Committee can continue to move these important issues forward.
  • In this session we will ask ANA Research & Measurement Committee members to discuss how they have leveraged new research tools to maximize effectiveness and efficiency. We will also discuss topic ideas for future meetings.

Facilitators:
Gayle Fuguitt, President & CEO - Advertising Research Foundation
Jeffrey Holecko, North American Media Manager - Kimberly-Clark Corporation
Janine Martella, Director, Committees and Conferences - ANA