Research & Measurement

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


I. AMERICAN EXPRESS: QUANTIFYING THE IMPACT OF A BRAND PARTNERSHIP (10:00 – 11:00AM)
Earlier this year, American Express launched a 360-degree cross-platform partnership with NBC, which included branded content on broadcast and digital platforms. This first-of-a-kind campaign aligned with the consumer-centric philosophy of American Express and also proved highly successful from a business results standpoint. In this session, David Szahun, Director – US Media at American Express will share robust learnings on how to quantify and measure the impact of a brand partnership.

Speaker:
David Szahun, Director – US Media – American Express


II. MICROSOFT: DRIVING CHANGE MANAGEMENT FOR MARKETING ROI (11:15AM – 12:15PM)
For over two years Microsoft has been running a program on Marketing ROI, which is one of several marketing initiatives championed by their CMO. In this session, attendees will hear a valuable case study from Adam Coleman, Research Director at Microsoft on how to think about planning, building, and evangelizing a Marketing ROI program—especially in a large, matrixed organization.

Speaker:
Adam Coleman, Research Director – Microsoft


LUNCH (12:15 – 1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION: ROI AND MEAUSUREMENT (1:00 – 2:00PM)
In this session, Research & Measurement Committee members will have the opportunity to discuss best practices for ROI and measurement of marketing initiatives across various channels, including digital, social, and partnership programs.

Facilitators:
Gayle Fuguitt, CEO and President -  Advertising Research Foundation
Meghan Medlock, Senior Director – ANA