Marketing Accountability presented by Nielsen

9:00 AM

LISTENING, LEADING, AND MARKETING ACCOUNTABILITY IN A CONSUMER-DRIVEN WORLD
Consumers are louder and bolder, aided and empowered by proliferating monitoring devices and tools to capture and share every brand experience and service nuance. A critical question for marketing stakeholders today is how to optimize spending and resource allocation in a "paid" and "earned" media universe. Knowing that customer service is the top driver of high-trust/high-impact "earned media," should brands reallocate a percentage of paid media to cover costs associated with it, or should they pursue a hybrid or blended approach? Equally important, does earned media-reflected in buzz, Facebook fans, blog entries, YouTube videos, among other venues-ultimately make traditional or paid media more accountable? This session will provide a framework for promoting and protecting brands and will identify the metrics and key performance indicators (KPIs) that are most important in this new, increasingly accountable consumer-driven world.

Pete Blackshaw
Executive Vice President, Digital Strategic Services
Nielsen
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MARKETING ACCOUNTABILITY - THE IBM STORY
IBM has made incredible strides through the use of analytics to drive increased investment in mid-market advertising. Communicating and gaining buy-in across the organization (marketing, finance, product, etc.) on the value of marketing accountability and the use of advanced analytics in marketing puts IBM at the head of the pack. Additionally, this systematic approach aligns resources more effectively than ever before to successfully deliver the brand promise. This discussion will focus on the alignment of business and marketing goals, as well as marketing initiatives based on customer insights. To conclude, we will explore the questions that marketing accountability and effectiveness programs can help answer to provide a competitive advantage that leads to a true marketing transformation within an organization. Additionally, the team will discuss the seven ways they discovered marketers can become more accountable.

Ed Abrams,
Vice President, Marketing
IBM General Business
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YOU CAN MEASURE SUCCESS: IMPLEMENTING AN ACCOUNTABILITY FRAMEWORK
A recent article in Fortune Magazine titled "Advertising's Revenge of the Nerds" heralded the coming of advertising's new rock stars--the number crunchers, quants, and econometics specialists. Ogilvy & Mather's director of global data practice, featured in the article, will reveal why accountability and measurement are suddenly sexy. He will discuss details regarding the implementation of an accountability framework for your brand, business, or company; how to access your existing capabilities; and how to perform a gap analysis to see where new strategies can be deployed. The creation of an accountability "road map" and short-, medium-, and long-term measurement solutions will also be covered.

Dimitri Maex
Managing Director, Ogilvy Consulting
Head of the Global Data Practice
Ogilvy & Mather Worldwide
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12:00PM

ON THE BATTLEFIELD: HOW MAZDA USES METRICS AND CREATIVITY ONLINE
This case study will provide a detailed overview regarding the way creative ideas online are influenced by metrics and analysis. The session will show how Mazda tweaked, expanded, and enhanced its online content, directly influenced by consumers’ interaction on their Web site in real time. Attendees will learn how Mazda tested new creative ideas, such as an online test-drive of a new vehicle, and used the data from that test to expand a successful idea to include online test drives of many different vehicles. Additional discussion will reveal how the company evaluates the mid- and lower-purchase funnels to determine content strategy on its Web site based on the overall online experience and purchase intent of its customer.

Don Romano
CMO 
Mazda, North America

Patrick Sarkissian
President 
Sarkissian Mason
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Marketing Accountability Starts With Media Buying
It’s no longer acceptable to wait until after the campaign is over to measure its accountability. Today’s advanced segmentation and profiling tools allow you to buy media beyond age/sex demos and ascertain the effectiveness and impact in advance of your marketing activity. Nielsen, Google TV and MetLife will share all sides of this process—how advertisers can use segmentation data to advance their buying techniques and how media companies can start selling their inventory based on these advanced targets. This presentation will focus on how MetLife makes its TV ads more accountable in reaching their target by revising their schedule quickly to focus on content that drives their ads to their most desired audience.

Manish Bhatt 
Vice President
MetLife

Jeff Milgroom
General Manager
Nielsen

Scott Simony
Account Executive
Google
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