Research & Measurement

NETWORKING BREAKFAST (9:00 – 9:20)

INTRODUCTIONS (9:20 – 9:30)


I. VANGUARD'S APPROACH TO MEASUREMENT AND QUANTIFYING ROI (9:30-10:30AM)
Vanguard, a 35-year-old investment-management firm, is owned by its shareholders and all of its funds are operated at-cost. The company works hard to return profits to its customers, meaning costs, including advertising, are highly scrutinized. Pinching pennies is part of the culture at Vanguard where copy machines even feature signage requesting that users pay 5 cents for personal copies!  Michael Ma, Head of Retail Advertising and Prospect Marketing – The Vanguard Group and Kevin Laughlin, Assistant to the Founder – The Vanguard Group will share how he embraces this challenge when making the case for marketing investment and share how Vanguard measures and quantifies ROI.

Speakers:
Michael Ma, Head of Retail Advertising and Prospect Marketing – The Vanguard Group
Kevin Laughlin, Assistant to the Founder – The Vanguard Group


II. KRAFT MIO COLLABORATES IN PRODUCT AND MARKETING MEASUREMENT INNOVATION FOR SUCCESSFUL LAUNCH  (10:30-11:30AM)
Kraft MiO launched in 2011 and created a whole new beverage category. Still, while MiO was well received, Kraft was not certain whether MiO advertisements were creating the return on investment the brand had hoped.  In doing a detailed analysis of the results, the team was able to identify what was working and not working and the "why" behind it.  Key to the understanding was the use of "buyergraphics" and as a result, Kraft MiO was able to secure additional advertising dollars and was able to drive incremental sales. In this case study, Mike Boehme, Director CIS Analytics, Beverages –  Kraft Foods and Leslie Wood, Chief Research Officer  – Nielsen Catalina Solutions will uncover the process by which various methodological approaches were explored, proven successful, and now guide future media planning and investments for advertising campaigns.

Speakers:
Mike Boehme, Director CIS Analytics, Beverages –  Kraft Foods
Leslie Wood, Chief Research Officer – Nielsen Catalina Solutions


III. LUNCH & THE MAIL MOMENT: CONSUMERS' ENGAGMENT WITH THEIR MAIL (11:30AM-12:30PM)
Consumers of all ages understand that mail can be highly important in helping them managed the key jobs essential for the household, very specifically in helping them be better Shoppers.

In studying consumers' engagement with mail, the Postal Service has discovered some extraordinary insights which explain the value of mail for advertisers.  Most importantly, consumers spend time with their mail.  Greg Whiteman, Manager, Market Research – U. S. Postal Service, will share key insights on how consumers are engaging with their mail and actionable takeaways and key insights for marketers.

Speaker:
Greg Whiteman, Manager, Market Research – U. S. Postal Service


MEETING ADJOURNMENT (12:30PM)