Committees | Events & Webinars | Research & Measurement | ANA

Research & Measurement

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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. AIG: INFLUENCE AND INSPIRATION – IMPLEMENTING AN ENTERPRISE-WIDE INSIGHTS COMMUNITY (10:00 – 11:00AM)
One of AIG's Market Research COE's key goals is to establish standardized protocols (methodologies, preferred vendors) to be adopted by research colleagues and stakeholders worldwide. Specifically, faster and less expensive methods for generating powerful, meaningful insights are sought by the business. Adopting such methods will drive business momentum, however, not without a lengthy procurement and sourcing process, as insurance is a heavily regulated industry. The AIG Market Research and Passenger teams developed strong relationships with sourcing, procurement, legal, IT security, and privacy teams in order to achieve the timely development and launch of an insights community. In this session, you'll learn AIG's top tips for achieving approval for technology-enabled insights platforms in a complex environment and perhaps be inspired to move mountains within your own organization.

Speaker:
Jeff Polevoy, Global Head of Market Research – AIG


II. CITY YEAR: DIGITAL AND SOCIAL MEASUREMENT CASE STUDY
(11:15AM – 12:00PM)
At City Year, we believe that education has the power to help every child reach his or her potential. Our mission is to help students get on track to graduate by leveraging diverse 18-25 year old near-peer mentors who commit to serving full-time in urban public schools. With limited and niche brand awareness and a long history of $0 media spend, City Year took on the challenge of bringing the brand to our millennial and gen X target by meeting them where they live: online. In this session, you will learn how City Year deployed a multi-channel digital strategy to support and compliment off-line efforts and the pluses and minuses of working with a blank canvas with limited resources.

Speaker:
Namrata Patel, Senior Director, Digital Marketing – City Year
Kelly Dugan, Senior Manager, Digital Marketing – City Year


LUNCH (12:00 – 1:00PM)


III. FROM URL TO IRL: NEW INSIGHTS TO HELP YOUR BRAND TAP THE FULL POWER OF SOCIAL INFLUENCE
(1:00 – 2:00PM)
Your surveys tell you that word of mouth is a key driver of your brand sales. Chances are good that your brand monitors social media and you use this as a gauge of what consumers are saying about you and your competition. While social media reveals a part of the story, it's the tip of the conversational iceberg. But beneath the surface are the conversations that take place at the office, at home, with friends. They matter too, in fact even more. Your consumers are moving fluidly between their online and offline worlds. Your brand needs to, as well. In this session, Ed Keller, CEO – The Keller Fay Group will discuss how to measure  and manage  the complete picture of social influence by integrating offline and online conversation.

Speaker:

Ed Keller, CEO – The Keller Fay Group


IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, Research & Measurement Committee members will have the opportunity to discuss measurement of digital and social media media, as well as suggest topics for discussion at future meetings.

Facilitator:
Greg Pharo, Director, Market Research & Analysis – AT&T and ANA Research & Measurement Committee Co-Chair