ARF 360 Measurement Day

Cross-Channel Communications Planning: Challenges, Issues, Perspectives

FRIDAY, DECEMBER 4, 2009 • 8:30AM–5:00PM
Time Warner Theatre • New York City

The U.S. media community is grappling with unprecedented complexity and change in the planning and research methods used to expedite marketers’ communications programs. To bring order to what sometimes seems like chaos, the ARF is holding its first 360 Measurement Day Workshop.

Notice: ARF 360 Measurement Day is now sold out.

The ARF 360 Measurement Day Workshop will help the community better understand:

• The Marketer’s Perspective on Channel Planning
• Touchpoints: Will This Work in the US?
• Media & Agency Positions on Channel Planning

Alan Wurtzel, President of Research & Media Development at NBC Universal will also kickoff with a “$1 Billion Media Lab – Chapter 2: Update from Vancouver.”

Program

How do you frame a media model when there are multiple communication points? The ARF 360 Measurement Day Workshop will examine what exists, what works and what is needed to develop a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.

8:30–9:00AM

Registration and Morning Coffee

9:00–9:45AM

Keynote Address
Cross-Channel Measurement Challenges and Solutions
Alan Wurtzel – President, Research and Media Development, NBC Universal
"The Billion Dollar Lab: The Vancouver Sequel" previews how NBC Universal intends to address cross-platform measurement with new metrics and innovative methods at the February Winter Olympic Games..

9:45–10:30AM

Cross-Channel Measurement & Planning Issues
A big picture debate of the issues we face today – with a focus on broad list of cross-media measurement issues.
MODERATED BY: David Shiffman – SVP, Connections Research & Analytics, Mediavest

PANEL:
Jack Wakshlag – CRO, Turner Broadcasting System, Inc.
Michael Dowling – CEO, Interpret, LLC
Gian Fulgoni – Chairman, comScore, Inc.
Rex Briggs – CEO, Marketing Evolution

10:30–10:45AM

Mid-Morning Break

10:45–11:45AM

Channel Planning: The Marketer’s Perspective
To highlight the value of cross-channel integrated marketing communications planning to the marketer and to show how to use such services potentially improves ROI along the shopper path to purchase.
Referencing their work with all ESPN properties, Unilever will present a product case study for Axe and project-in-progress for Vaseline highlighting the success of their cross-channel campaigns.
MODERATED BY: Glenn Enoch – VP, Audience Research, ESPN and Pierre Bouvard – EVP, Cross Platform Services, Arbitron, Inc.

PANEL:
Sharad Doshi – Director, Global Strategic Insights, Johnson & Johnson
Artie Bulgrin – SVP Research + Analytics, ESPN Inc.
Michael Palmer – EVP, ANA
Spencer Bahler – Director of Communications, Alberto-Culver
Patti Wakeling – Senior Manager, Media Insights, Unilever

11:45–12:45PM

Lunch Break on Own (dining facilities immediately adjacent)

12:45–2:30PM

Touch Points: Channel Planning and the Information Explosion
Suddenly, the industry has gone from a lack of data for media allocation decisions to too much data. This two-part session will detail where we are and debate how to take advantage of these data rather than be overwhelmed by them!
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat; Michael Donahue – EVP, Member Services, American Association of Advertising Agencies, Inc.(4A's) and Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

12:45–1:30PM

a. Promises Realized: A Single Touch Point
Learn about a single touch point area where sustainable progress has already been made, leading to immediate impact on media decision-making.
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat and Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

Bruce Goerlich – Chief Researcher, Rentrak Corporation
Bill Harvey – Founder & President, TRA, Inc.

1:30–2:30PM

b. The Great Debate: Data for Channel Planning - Multi-Platform, Cross-Media, Touch Points
Can the Fusion/Touchpoint’s approach co-exist with classic Marketing Mix Modeling methods? Can the techniques actually complement each other? Discuss and debate the promise and complexity of multiple touch points planning.
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat and Michael Donahue – EVP, Member Services, American Association of Advertising Agencies, Inc.(4A's)

Alice K. Sylvester – Partner, Sequent Partners & Media Behavior Institute
Howard Shimmel – SVP, The Nielsen Company
Sebastian Shapiro – Partner, Ninah/Publicis
Colleen Fahey Rush – EVP-Research and Planning, MTV Networks

2:30–2:45PM

Afternoon Break

2:45–3:45PM

Channel Planning and Effectiveness Testing: The Media and Agency Perspectives
MTVN and SMG highlight cross-platform case studies, including examples of research insights and accountability planning tools, that demonstrate how media agencies and media owners engage to co-create and negotiate for increased effectiveness in cross-media communications planning, including measuring and optimizing results.
MODERATED BY: Todd Cunningham – SVP of Strategic Insights and Research, MTV Networks and Kelly Andrews – SVP, Director Connections Research and Accountability, Starcom-Mediavest Group

3:45–4:00PM

Concluding Summary
Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

4:00–5:00PM

Networking Reception