<p><strong>Notice: ARF 360 Measurement Day is now sold out</strong>.</p>
<p>The ARF 360 Measurement Day
Workshop will help the community better
understand:</p>
<ul>
<li>The Marketer’s
Perspective on Channel Planning </li>
<li>Touchpoints: Will This Work
in the US? </li>
<li>Media & Agency
Positions on Channel Planning <br>
</li>
</ul>
<p>Alan Wurtzel, President of
Research & Media Development at NBC
Universal will also kickoff with a “$1 Billion Media Lab
–
Chapter 2: Update from Vancouver.”</p>
<h2>Program</h2>
<p>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.</p>
<h5 class="program">8:30–9:00AM</h5>
<p><strong>Registration
and Morning Coffee</strong><br>
</p>
<h5 class="program">9:00–9:45AM</h5>
<p><strong>Keynote
Address</strong><br>
<em>Cross-Channel Measurement
Challenges and Solutions</em><br>
Alan Wurtzel – President, Research and Media Development, NBC
Universal<br>
"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..</p>
<h5 class="program">9:45–10:30AM</h5>
<p><strong>Cross-Channel
Measurement & Planning Issues</strong><br>
A big picture debate of the issues we face today – with a
focus
on broad list of cross-media measurement issues.<br>
MODERATED BY: David Shiffman – SVP, Connections Research
&
Analytics, Mediavest</p>
<p>PANEL: <br>
Jack Wakshlag – CRO, Turner Broadcasting System, Inc.<br>
Michael Dowling – CEO, Interpret, LLC<br>
Gian Fulgoni – Chairman, comScore, Inc.<br>
Rex Briggs – CEO, Marketing Evolution</p>
<h5 class="program">10:30–10:45AM</h5>
<p><strong>Mid-Morning
Break</strong></p>
<h5 class="program">10:45–11:45AM</h5>
<p><strong>Channel
Planning: The Marketer’s Perspective</strong><br>
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.<br>
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.<br>
MODERATED BY: Glenn Enoch – VP, Audience Research, ESPN and
Pierre Bouvard – EVP, Cross Platform Services, Arbitron, Inc.</p>
<p>PANEL:<br>
Sharad Doshi – Director, Global Strategic Insights, Johnson
&
Johnson<br>
Artie Bulgrin – SVP Research + Analytics, ESPN Inc. <br>
Michael Palmer – EVP, ANA<br />
Spencer Bahler – Director of Communications, Alberto-Culver<br />
Patti Wakeling – Senior Manager, Media Insights, Unilever</p>
<h5 class="program">11:45–12:45PM</h5>
<p>Lunch Break on Own (dining
facilities immediately adjacent)</p>
<h5 class="program">12:45–2:30PM</h5>
<p><strong>Touch
Points: Channel Planning and the Information Explosion</strong><br>
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!<br>
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</p>
<h5 class="program">12:45–1:30PM</h5>
<p><strong>a.
Promises Realized: A Single Touch Point</strong><br>
Learn about a single touch point area where sustainable progress has
already been made, leading to immediate impact on media decision-making.<br />
MODERATED BY: Mike Hess – EVP Research, Marketing Science,
and
Consumer Insights, Carat and Manish Bhatia – President, Advanced Digital Services, The Nielsen Company</p>
<p>Bruce Goerlich –
Chief Researcher, Rentrak Corporation<br>
Bill Harvey – Founder & President, TRA, Inc.</p>
<h5 class="program">1:30–2:30PM</h5>
<p><strong>b.
The Great Debate: Data for Channel Planning -
Multi-Platform, Cross-Media, Touch Points</strong><br>
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.<br />
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)</p>
<p>Alice K. Sylvester –
Partner, Sequent Partners & Media
Behavior Institute<br>
Howard Shimmel – SVP, The Nielsen Company <br>
Sebastian Shapiro – Partner, Ninah/Publicis<br>
Colleen Fahey Rush – EVP-Research and Planning, MTV Networks</p>
<h5 class="program">2:30–2:45PM</h5>
<p><strong>Afternoon
Break</strong></p>
<h5 class="program">2:45–3:45PM</h5>
<p><strong>Channel
Planning and Effectiveness Testing: The Media and
Agency Perspectives</strong><br>
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.<br />
MODERATED BY: Todd Cunningham – SVP of Strategic Insights and
Research, MTV Networks and Kelly Andrews – SVP, Director
Connections Research and Accountability, Starcom-Mediavest Group</p>
<h5 class="program">3:45–4:00PM</h5>
<p><strong>Concluding Summary</strong><br />
Manish Bhatia – President, Advanced Digital Services, The Nielsen Company</p>
<h5 class="program">4:00–5:00PM</h5>
<p><strong>Networking
Reception</strong></p>
2009-11-02T00:00:00-06:00
597
false
360-day
<p><strong>Cross-Channel Communications Planning: Challenges, Issues, Perspectives </strong></p>
<p>FRIDAY, DECEMBER 4, 2009 • 8:30AM–5:00PM<br />
<em>Time Warner Theatre • New York City</em></p>
<p>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.</p>
ARF 360 Measurement Day Workshop
2010-01-04T07:52:17-06:00