ANA - 2007 Marketing Accountability Conference

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Conference Description

This event is co-marketed by the American Association of Advertising Agencies (AAAA). AAAA members can receive the ANA member rate by calling: 212-697-5950.

The work of the 2006 ANA Marketing Accountability Task Force, now an ANA committee, delineated several commandments to drive total marketing accountability and help marketers move from measurement to action.

They include:

Create a multi functional team
Align marketing expectations with those of senior management
Select leading indicator metrics that explain the “what” of your marketing programs
Develop a robust voice of the customer to understand your target customer
Build brand equity through a specific plan
Develop measurable objectives for 90% of marketing expenditures
Utilize a rigorous process in your organization

At the 2007 ANA Marketing Accountability Conference, now a day and a half event, you will learn from marketers who have applied these principles to their marketing accountability efforts.

We will also delve into the mind of the CFO and present the results of one on one discussions with a dozen CFO's and their opinion about marketing credibility. We will discuss the implications of Sarbanes Oxley on marketing reporting and what marketers should do to be sure they are in compliance.

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Dates & Times

Starts: September, 2007
Ends: September, 2007

Venue/Location

The Four Seasons
2800 South Ocean Boulevard
Palm Beach, FL 33480

(http://www.fourseasons.com/palmbeach) ANA has negotiated a special room rate of $210/night. The reservation cut-off date is August 9, 2007, after which prevailing rates will apply.
Please call (800) 432-2335 to make reservations (you must ask for the ANA room block).

Agenda

SAVE THE DATE: The 2008 Marketing Accountability Conference will be held in July in New York City Sunday, September 9
6:30pm	Registration & Welcome Reception Sponsored by Nielsen
7:30pm	Dinner
Monday, September 10
7:45am	Breakfast Sponsored by Investor's Business Daily
8:45am	General Session Conference Chair Ed Abrams Vice President, Integrated Marketing Communications IBM Corporation Welcome Bob Liodice President and CEO ANA Even Rocket Scientists Find Process Difficult Results of the 2006 ANA/MMA Marketing Accountability Survey indicated that ANA members were not confident in their ability to improve the processes in place at their companies. They are not alone-even rocket scientists struggle with implementing repeatable, sustainable processes. NASA went through painstaking process corrections with their Deep Impact Project a year prior to launch. By identifying the causal factors of those problems, the mission launched on schedule and had a spectacularly successful encounter with Comet Tempel 1. In conclusion there will be a summary that shows how NASA's learning is applicable to the marketing process in your organization. View Presentation Speakers Richard S. Grammier Project Manager, New Fronteirs Juno Project NASA (National Aeronautics and Space Administration) Rex Briggs Founder and Chief Executive Officer Marketing Evolution Coauthor of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds Influencing Your Own Destiny With Marketing ROI Measurement: The Philips Norelco Case Study Finance has portfolio management models that define the category attractiveness (usually based on growth rate) and competitive attractiveness (usually defined by market share growth). But what happens when you find yourself managing a brand in a declining category and a shrinking market share? The financial models say cut costs and "harvest" the brand-and that translates into slim marketing budgets. What these financial models fail to account for is that great marketing with strong ROI can reverse a declining category and grow market share. New marketing ROI measurement tools can make the case to finance and help turn around marketplace results. Learn how the Philips Norelco brand faced precisely this situation and about the tools used to win over finance and increase market share. Arjen Linders Vice President Of Marketing Philips Norelco Q&A Session Alan Rabb Finance Director, Franchise Leadership The Coca-Cola Company Marketing Accountability Benchmarking For four years the ANA has been conducting surveys-the last three years in conjunction with Marketing Management Analytics (MMA)-about the marketing accountability progress of its members and barriers to marketing accountability progress. From this work a "success framework" has begun to emerge, providing observations and leading indicators about organizations that are most likely to succeed in implementing marketing accountability processes. This year MMA will interview a panel of marketers who will discuss hurdles to implementation and strategies to overcome them. View Presentation Moderators John Nardone Chief Client Officer Marketing Management Analytics, Inc. Ed See Chief Operating Officer Marketing Management Analytics, Inc. Panelists Chris Fuentes Vice President, Marketing Nautica Enterprises, Inc. Dennis Nsenkyire Director, Sales and Marketing Analytics Johnson & Johnson- Vistakon/Acuvue
12:30pm	Luncheon Sponsored by Nielsen
2:20pm	General Session Cont'd Creating a Workable Process Discovery Communications has been on an 18-month journey to marketing accountability enlightenment. The 2006 ANA/MMA marketing accountability survey revealed that only 15 percent of marketers were confident they could predict the sales impact of a 10 percent cut in marketing spend. Eighteen months ago that was the case at Discovery; then Discovery went from a dearth of process and data to a rich system to manage marketing. Discovery can now report, fairly precisely, the impact of a 10 percent cut in marketing spend. The team has recognized and quantified how "upstream" activities, such as planning product and advertising testing, can help dramatically improve success in-market. Recognizing the linkage, upstream processes were changed to make things more "marketing ready." This was accomplished through cross-functional team cooperation and building a better business. Discovery's decision-making and performance-monitoring processes will be examined. A panel comprised of marketing, media, product, and research professionals, will describe their "journey of discovery" and provide insights about overcoming barriers and give us a peek at their next project. View Presentation Moderator Chris Schembri Senior Vice President, Media Planning, Partnerships & New Media Marketing Discovery Communications Inc. Panelists Brad Feinberg Media Director Discovery Communications, LLC Mary Stack Media Director Discovery Communications, LLC Laura Staro Vice President of Research Discovery Communications, LLC Creating Accountability in a Diverse Global Company- IBM and Marketing Accountability IBM has 5 very different profit centers operating in 5 unique Geographic regions. Creating common Marketing accountability metrics for such a diverse universe was challenge enough. But,these metrics also had to align with a rigorous sales reporting process and meet a high standard for reliability, timeliness and relevance. This is the challenge the IBM internal team took from their CEO, Sam Palmisano and their EVP Strategy and Marketing, Bruce Herrald. With the aid of ANA Marketing Accountability Task Force consultants ,The EMM Group, IBM created a battery of marketing metrics that met the challenge. You won't want to miss this great case study. View Presentation Speakers Gordon Wade Founding Partner EMM Group, Inc. Ed Abrams Vice President, Integrated Marketing Communications IBM Corporation Measuring the Impact of Marketing in a Sales-Driven, Channel-Dominant World Business to business marketing executives operate in a framework in which data is often lacking, channels add complexity, and the sales/marketing roles intermingle. In this panel you will hear B2B marketing executives share perspectives, experience, and advice on designing and deploying effective marketing measurement. Moderator Pat LaPointe Managing Partner Marketing NPV LLC Panelists Matt Preschern Vice President, SMB & Ecosystem Communications Global Sales & Distribution IBM Corporation Sue Sears Chief Marketing Officer Kimberly-Clark Professional Bill Stabile Senior Director Brand and Marketing Communications Siemens Corporation
5:00pm	Adjournment
Tuesday, September 11
7:45am	Breakfast Sponsored by Prophet
8:45am	General Session CFO Panel While the practice of marketing is driven by innovation and creativity, costs, tactics, and business outcomes can be measured. If marketers don't measure their results and demonstrate their worth, it is more likely that senior management will consider marketing programs expenses to be cut. Validating marketing programs and integrating them with established accounting practices and financial reporting can help eliminate the ambiguity which often haunts discussions with finance, enabling marketing to become the driver of shareholder value. In this panel, marketing’s financial colleagues will offer their candid thoughts on marketing measurement. This session will start with a briefing about the major quantitative research project launched through the ANA in 1990 - Corporate Branding Index® which tracks 1200 corporations across 47 industries to understand the impact of communications on the image and financial performance of corporations. The findings not only tie the corporate brand into improving sales, but also lock it in to a highly precise value impact on stock performance. This brand equity measure can be used as a consistent dashboard report on the health and vitality of the corporate brand. Moderator Don Sexton ANA faculty member, Professor of Business, Columbia University President, The Arrow Group, Ltd Panelists Lyn Benton Former VP of Finance and Corporate Controller of Lotus Development Corporation and former CFO of PerSeptive Biosytems, Principal of Benton Consulting Services and professor of business and mathematics, Dean College James Gregory Chief Executive Officer CoreBrand View Presentation TD Ameritrade: A Great Brand Built on Marketing Accountability This case study demonstrates how the history and success of TD Ameritrade has much to offer to the study of marketing accountability. For the 2006 re-launch, the online heritage was used to advantage, as e-commerce activities could be matched to advertising and to offers. In combination with the agency, TD Ameritrade built innovative tools to track and optimize marketing return on investment. This measurement discipline was extended with the merger to include full 360 activities. The case shows how TD Ameritrade, intent on building a great brand, always kept its eyes close to business results and profits. Speakers Robert Haverback Vice President Brand Management & Advertising TD Ameritrade Ira Helf Senior Partner & Managing Director, Marketing Analytics Ogilvy (OgilvyOne/Ogilvy&Mather/OgilvyAction) View Presentation Q&A Session Shubu Mitra Director, Communication Effectiveness The Coca-Cola Company Evaluating Marketing Mix Trade-Offs That Maximize Short-Term Sales and Build Long-Term Brands American Family Insurance invests in a variety of marketing channels, and like most companies today, their senior marketers were charged with communicating the value and returns derived from that spend. In order to ensure their marketing investments were paying off, the company worked with Prophet to analyze historical spend to build a fact base of historical marketing activity, interrelationships, and impact. They also developed alternative marketing mix elements and budget allocations in order to design, field, and analyze in-market tests to determine when and where spend should be allocated to maximize business impact. In this session, you will learn how a mix of historical analysis, and test and learn analysis helped American Family Insurance develop capabilities to track marketing's impact on business growth and help guide future investment decisions. Speakers Toni Gnewuch Director, Marketing and Brand Strategy America Family Insurance Michael Petromilli Partner Prophet Q&A Session Mark Chaves Customer Intelligence Product Management SAS
12:00pm	Conference Adjournment

2007 Marketing Accountability Conference

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Conference Description

Dates & Times

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Agenda

SAVE THE DATE: The 2008 Marketing Accountability Conference will be held in July in New York City

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