2014 ANA Masters of Measurement Conference presented by Time Inc.

This event is over.

“What gets measured is what gets done" is an old business maxim that's as relevant today as it has ever been. Plain and simple, better measurement can help marketers make better business decisions and, as a result, add billions of dollars to the bottom lines of the marketing ecosystem.

The first-ever ANA conference focused exclusively on measurement — the “Masters of Measurement” Conference — will provide attendees with practical ideas to improve marketing decision making through measurement.

The conference will explore timely measurement issues including:

Cross-platform measurement
Developing and measuring return on investments
Attribution
Predictive analytics
Targeting customers more effectively and efficiently
Taking marketing analytics in-house
And more!

This is a one and a half day event. The main conference is on Tuesday, September 23 at 583 Park Avenue. On Monday, September 22 we are offering an afternoon of “bonus content” hosted by Time Inc. at the Time & Life Building. That pre-conference bonus session is only open to registrants for the main conference.

Hosts:
Gayle Fuguitt
President and CEO
Advertising Research Foundation
Co-Chair, ANA Research & Measurement Committee

Bill Duggan
Group Executive Vice President
ANA

Tweet and follow along with the conversation at the conference by using the hashtag #ANAMetrics.

Download the ANA Event Guide at e.ana.net.

Agenda

PRE-CONFERENCE BONUS SESSION PRESENTED BY TIME INC. ON 9/22/14
Time & Life Building
1271 Avenue of the Americas (located between 50th and 51st Streets)
8th Floor Auditorium
New York, NY 10020
Time: 2:00pm-5:30pm

ANA MASTERS OF MEASUREMENT CONFERENCE PRESENTED BY TIME INC. ON 9/23/14
583 Park Avenue
583 Park Avenue at 63rd Street
New York, NY 10036
Time: 7:30am-3:30pm

TIME	EVENT DETAILS	LOCATION
Monday, September 22, 2014
2:00pm	Opening Remarks Caryn Klein VP, Research & Insights Time Inc.
	Enhancing Ad Viewability in Premium Digital Environments In today's digital ecosystem, approximately 50% of all internet ads are served and paid for, but never seen. Time Inc. has always placed a high priority on quality experiences for both consumers and advertisers and considers viewability a critical issue for success. Working in collaboration with the IAB on their 3MS initiative (Making Measurement Make Sense), Time Inc. has measured, analyzed and implemented a range of solutions to address the issue of viewability across its entire portfolio of 21 owned and operated properties. During this session, Time Inc. will share insights, best practices and new initiatives reflecting their experience as publisher of some of the most recognized brands in media and provide implications for how advertisers can benefit from greater accountability and higher return on investment. Rory O'Flynn Executive Director, Digital Research Time Inc.
	Brand Favorability Measurement for Social Media Learn how Citi simplified the plethora of metrics across Social Media platforms to better understand the return on reach and engagement for its social media efforts. In this presentation, Citi will explore how they used a new proprietary measurement framework – incorporating Favorability, Reach and Competitive Benchmarking – to help answer the basic questions of “How did we perform?” and “Is that good?” for their social marketing efforts. Paul Michaud Senior Vice President, Social Media, Consumer NA Citi
	DATA AND MEASUREMENT – THE GLOBAL PERSPECTIVE I-COM is a global trade body exploring the creation of business value from marketing data and measurement. I-COM holistically addresses topics across countries, stakeholder groups and sciences, including analytics, ad verification, audience measurement, marketing effectiveness, big data, consumer insights, and social media measurement. I-COM Chairman, Andreas Cohen will lead this session, highlighting key trends around the world with specific examples in multi-screen measurement initiatives and leveraging data to increase business value in the path to purchase. Andreas Cohen Chairman I-COM Global Jane Clarke Managing Director CIMM Diego Cosio Chief Marketing Officer Banamex (Citibank), Mexico Kate Sirkin Executive Vice President, Global Research Director Starcom MediaVest Group
	CONSUMER MEASUREMENT – THE NEXT FRONTIER Microsoft has been working on a more accurate reflection of the consumer journey and the roles brands play in it. They believe that by uncovering what consumers need and aligning these needs to marketer objectives, they can fulfill those needs with the right products and services at the right time, but also drive marketing efficiencies. Learn about the latest research around the consumer decision journey — and how consumer measurement is the next frontier. Natasha Hritzuk Senior Director of Global Consumer Insights Microsoft
Tuesday, September 23, 2014
7:30am	Breakfast (Sponsored by true[X])
8:30am	General Session Welcome Joe Marchese CEO true[X]
	Opening Remarks Priya Narang SVP, Marketing and Sales Development Time Inc. Gayle Fuguitt (Host) President and CEO Advertising Research Foundation Bill Duggan (Host) Group Executive Vice President ANA
	FORD’S MARKETING SCIENCE UNIT: DRIVING SALES THROUGH PREDICTIVE ANALYTICS AND ROMI The core function of Ford’s marketing science unit is to understand and quantify Ford’s advertising investment and project the level of “demand creation” needed to achieve a specific marketing objective. Ford leverages digital data and shopping behavior to create predictive models to help determine the company's sales objectives will be met. Ford’s marketing science unit also created a Marketing Return on Investment Solution which is a quantifiable approach used to determine the outcomes attributable to marketing spend. Discover how Ford is leveraging predictive models and return on marketing investment tools in-house to drive its business. Michael Macri Marketing Sciences Manager Ford Motor Company
	DANNON: IMPACTING THE BOTTOM LINE WITH CONSUMER PROFILING Dannon produces a diverse and comprehensive range of approximately 200 types, styles and flavors of fresh and frozen dairy products to satisfy the evolving needs and desires of their consumers. With countless choices on shelf from Dannon and their competitors, the in-store customer experience continues to face room for improvement. Discover how Dannon gained deeper insight on their in-store shopper experience through consumer research which ultimately helped drive ROI. Olesya Govorun Director, Strategy and Insights The Dannon Company
	USAA WINS FIRST-EVER ANA MARKETING ANALYTICS LEADERSHIP AWARD In 2013, ANA launched the Marketing Analytics Leadership Award which spotlights and celebrates today’s rapid adoption of analytics in planning and measuring marketing investments. Open to ANA member companies, and sponsored by leading marketing analytics firm MarketShare, the award offers a $50,000 cash prize to the individual or team demonstrating the most-effective application of analytics to benchmark and improve marketing investment ROI. USAA won the first-ever ANA Marketing Analytics Leadership Award for its use of data to achieve savings and connect with customers. USAA will share its experience in taking the company’s analytics program from initial launch to best-in-class over a three-year period. John Hershberger Chief Data and Analytics Officer USAA
	TOYOTA AND TIME INC.: BREAKTHROUGH COLLABORATION IN DATA, OPTIMIZATION AND ROI Toyota and its ad agency Saatchi LA deployed Time Inc.’s advanced optimization tool, Engage, to raise awareness of Toyota’s Venza cross-over vehicle. Working in a highly collaborative, three-way partnership, they harnessed the combined power of Time Inc.’s and Toyota’s databases to identify prospects across the broad Time Inc. portfolio in print and digital. Rich data insights enabled Time Inc. to optimize delivery of Toyota’s message in contextually relevant environments at scale, yielding a boost in awareness five times that of a typical automotive campaign. Toyota, Saatchi LA, and Time Inc. will share its experiences and insights from this breakthrough collaboration in leveraging data, modeling and measurement to maximize results. Dionne Colvin National Manager, Media Planning, Toyota Division Marketing Toyota Motor Sales, USA John Lisko Executive Vice President, Executive Communications Director Saatchi & Saatchi Los Angeles Caryn Klein Vice President, Research and Insights Time Inc.
12:45pm	Luncheon
1:45pm	General Session Cont.
	THE MEASUREMENT MANDATE The industry is beginning to align to lay out the blueprint for the future of advertising measurement. Aligning the industry to improve measurement will support marketers’ needs to make better decisions that can then drive business results. ARF has been a key player in this initiative along with ANA, 4A’s, IAB, MRC, and CIMM, and the ARF President and CEO will discuss the group’s progress and vision. Gayle Fuguitt President and CEO Advertising Research Foundation
	KELLOGG: INCREASING ROI THROUGH MEASUREMENT AND OPTIMIZATION In a never-ending quest to understand “what works” Kellogg is taking an innovative, aggressive approach to marketing measurement and analytics. Hear how Kellogg is going beyond “big data” to identify and focus on the “right data” which leads to insights about its target audiences and media effectiveness. Touching on subjects including market mix modeling, addressable media and viewable advertising, Kellogg will share how the company is improving ROI through measurement and optimization. Aaron Fetters Director, Insights and Analytics Solutions Center Kellogg Company
3:30pm	Conference Adjournment

Cancellation Policy and Notes

Single ANA member and nonmember conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50 percent refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference starting date (on or before July 23, 2014). No refunds will be granted for any cancellations received after July 23, 2014 or for "no shows." Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Your room reservation will require a deposit of two room nights. If you wish to cancel, you must do so 30 days prior to arrival to avoid the two-night cancellation penalty. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after September 9, 2014 may not be included in the attendee list.