Research & Measurement
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NETWORKING BREAKFAST (9:00–9:30)
I. GREATER THAN THE SUM: HOW CELEBRITIES CAN COST EFFECTIVELY DRIVE BRAND IMPACT(9:45– 10:45AM)
Aside from having a public-facing career with lots of fan and followers driven in large part by social media, celebrities also have brands, causes, communities, and initiatives that they personally care deeply about and are willing to promote and share organically within their own communities. Knowing the high cost of traditional celebrity endorsement, marketers often struggle with how to measure the ROI of celebrity impact in terms of true "market value" vs. a traditional media buy.
In this session, Mark Rodgers and Jacob Marshall, Co-founders of MORE Partnership[s], will discuss how to effectively measure the value of celebrities in advertising and will reveal strategies for how to best utilize costs on celebrity endorsements to drive both brand and cultural impact and how these authentic initiatives can drive incremental sales growth.
Mark Rodgers, Principal – The Clapham Group, Co-founder of MORE Partnership[s]
Jacob Marshall, Music Artist and Manager – Co-founder of MORE Partnership[s]
II. MEASURING COMPREHENSIVE CAMPAIGNS THROUGH SOCIAL ANALYTICS & DATA MINING (11:00AM-12:00PM)
In this session, Luane Kohnke, Senior Vice President, Managing Director, Analytics and Accountability - R/GA will share some best practices on utilizing advanced statistical approaches for measuring, optimizing, and monetizing marketing programs. This session will also feature actionable insights on how several well-known brands have utilized these approaches successfully.
Luane Kohnke, Senior Vice President, Managing Director, Analytics and Accountability – R/GA
III. LUNCH (12:00-12:30)
IV. UPDATE ON MUSIC QUANTIFICATION INITIATIVE (12:30-1:15PM)
Ed Martin, Director of Marketing Excellence at CSR Insights – Hershey and ANA Research & Measurement Committee Chair along with Elliot Lum – Sony Music, will share an update on Music in Advertising project and a sneak preview of presentation for November 13th Committee Meeting.
Ed Martin, Director of Marketing Excellence at CSR Insights – Hershey and ANA Research & Measurement Committee Chair
Elliot Lum, Vice President, Strategic Marketing – Columbia Records
V. THE SHIFT FROM TEXT TO IMAGES AND FROM BRANDS TO PRODUCTS IN SOCIAL MEASUREMENT(1:30-2:30PM)
In this session, Apu Gupta, Co-Founder, Chief Executive Officer - Curalate will discuss the changing tide in social media. Consumers have increasingly adopted images as a significant medium of social sharing, but brands are still basing their social strategy on text. This session will include case studies of how brands can adapt to this new landscape through the use of image-based analytics and the competitive advantages that await.
Apu Gupta, Co-Founder, Chief Executive Officer – Curalate