ARF Engagement Council

Council Chairs »

Upcoming Meetings

Past Meetings

NOVEMBER 19, 2008

Market Performance

How have organizations used Engagement to drive improved market performance? How are they rethinking the ways to integrate media to increase their connections with their consumers? Where is the emerging field of marketing neuroscience headed in its efforts to help us understand what Engagement is and how best to drive it? Two organizations provided perspectives on these issues: Valassis and Innerscope Research.

PRESENTATIONS

Innerscope Research - A Revolution in Audience Research (PDF, 6.6mb)
A Discussion of Accountability, Engagement, Activation (PDF, 92kb)

AUGUST 20, 2008

In Chicago – Consumer Behavior and Influencing Bottom Line

Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.

During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints. 

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PRESENTATIONS

Multi-Media Engagement Study (PDF, 404kb)
Engagement Mapping (PDF, 2.1mb)

MAY 22, 2008

Moving Engagement Forward

The new Engagement Council is spearheading the effort to:

1. Move Engagement from a Research focus to an Advertiser focus
2. Move Engagement from a Theory perspective to an Action perspective

The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:

Turning on a prospect to a brand idea enhanced by the surrounding context.

It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors.  While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.”  To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.

Generating relevant behavior with the customer or prospect.

During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.

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PRESENTATIONS

There is No EScore (PDF, 260kb)
How Do You Measure Engagement?
Engagement & Beyond (PDF, 276kb)

MARCH 20, 2008

Engagement Moves from Theory to Practice

The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.

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PRESENTATIONS

Engagement Moves from Theory to Practice (PDF, 1.5mb)
Moving Engagement from Theory to Practice (PDF, 27.2mb)

Council Chairs

Greg Whiteman – United States Postal Service

Greg has a BA from Dartmouth College, a Master of International Studies from the School of Advanced International Studies, The Johns Hopkins University, and an MBA in Marketing from The George Washington University.

Greg has held a series of executive management positions in Product Management, Sales, Market Research, and Marketing Planning.

Currently Greg is the Manager, Market Research in the Market Strategy and Support Group in the Marketing group.  He is responsible for the ongoing market research, market and competitive analysis, customer analytics, and segmentation analysis and planning.

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Bob Woodard – Campbell Soup Company

Bob Woodard’s 30 years of professional experience has spanned the areas of Marketing Research and Analysis, Brand Marketing, Marketing Strategic Planning, Finance, and Sales at companies such as Campbell Soup Company, The Coca-Cola Company, and Frito-Lay, Inc. Over twenty years of his career have concentrated on Consumer Research/Marketplace Analysis/Marketing Strategy.

For the past six years, Bob has been Vice President of Global Consumer and Customer Insights at Campbell Soup Company. He leads the company’s efforts to develop deep and differentiating consumer insights and convert them into action and, ultimately, business growth. Of particular interest to Bob is advancing the marketing research field at Campbell by introducing and integrating into practice key academic learning on the mind of the consumer, consumer choice, and promising new research methodologies, as well as by promoting a rigorous, integrative approach to the derivation and communication of consumer insights.

Prior to joining Campbell he spent nine years at The Coca-Cola Company in Atlanta, Georgia and Johannesburg, South Africa and ten years at Frito-Lay, Inc. in Dallas. His increasingly responsible assignments at these three companies have covered North America, Europe, Australia, Asia, Africa, and Latin America. In addition, he has led a marketing research organization in the retail sector and has worked for a major automotive manufacturer.

From 2004 to 2006 Bob was Co-Editor of the Journal of Advertising Research and is currently a Senior Contributing Editor to the Journal. He is also a member of the Executive Committee of the Marketing Science Institute (MSI) and a member of the Board of Directors of the Association for Consumer Research. He has given talks at the MSI, the American Management Association, The Institute for International Research, The INFORMS Conference on “The Practice and Impact of Marketing Science 2007,” The Wharton School, and Temple University’s Fox School of Business and participated in an expert panel on “Human Insights” at the ARF’s 2006 “What’s Next” Conference.

He recently was awarded the Marketing Research Association’s “Professional Researcher Certification” at the Expert level.

Bob holds degrees from Georgetown University in Washington DC (B.A.) and The Ohio State University (M.B.A.).

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