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2014 ANA Masters of Measurement Conference presented by Time Inc.

“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

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

When
Begins:Tuesday, September 23, 2014 at 7:30am
Ends:Tuesday, September 23, 2014 at 4:30pm
Where

583 Park Avenue
583 Park Avenue At 63rd Street
New York, NY 10036

Registration Pricing
    Member Rate Non-Member Rate
Registration
  Conference Registration $ 495 $ 595
Registrant Events
  Preconference Registration Complimentary Complimentary

ANA Members may take advantage of special corporate pricing of $995 for three members from the same company. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/list to see if your company is a member of the ANA

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-5:00pm

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-4:30pm

Monday, September 22, 2014
2:00pm  

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

SVP Social Media, Consumer NA

Citi

 

DATA AND MEASUREMENT – THE GLOBAL PERSPECTIVE

I-COM is an international forum for exploring data and measurement issues facing the digital marketing industry, with the goals of showcasing meaningful innovation, international cooperation and working toward consensus on best practices. The scope of I-COM includes analytics, ad verification, audience measurement, advertising effectiveness, big data, consumer insights, and social media measurement.  This session will feature perspectives from I-COM’s chairman highlighting the “latest and greatest” from over 45 countries around the world.

Andreas Cohen

Chairman

I-COM Global

 

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 Consumer Insights

Microsoft

Tuesday, September 23, 2014
7:30am  

Breakfast

8:30am  

General Session

 

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 Marketing Media Manager

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

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