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Details of the next Webcast will be posted shortly. If you have any questions or would like to host a Webcast, please contact Kelly McSorley at webcasts@thearf.org.
October 01, 2014

Learning from Winners with ConAgra Foods
Special Webcast – Free for member and non-members
Wednesday, October 1, 2014 1:00–2:00PM EST

ConAgra Foods uncovers the winning research and strategy behind their two ARF David Ogilvy Award winning campaigns – Reddi-wip and PAM Cooking Spray.

Reddi-wip boosted sales outside the holiday season by highlighting a different host food – fruit. The campaign showed how Reddi-wip has the power to transform fruit from an ordinary dish into something more exciting and, with only 15 calories per serving, it is an everyday treat you can still feel good about.

PAM’s ‘Haunted’ campaign addresses a really big problem lurking in kitchen cabinets across America:  the brown, sticky, lingering gunk on your cookware called “residue.”   Our insight journey lead us to identify and resolve the problem and then convincingly communicate PAM’s superiority with a campaign that generated strong branded awareness, impacted perceptions, and moved volume to meet our Marketing Objective.

At this webcast learn why the research behind recent campaigns “Unleashing the Joy of Reddi-wip and Fruit” and “Haunted” were celebrated by the industry, and what steps ConAgra took to take home the Grand Ogilvy Award

Featured Speakers
Katie Bartholomew – Senior Director, Consumer Insights, ConAgra Foods
Kelly Lucas – Director, Consumer Insights, ConAgra Foods

Agenda
 

1:00–1:10pm EST (10 minutes)
Welcome, ARF Updates and Introductions
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation

1:10–1:30pm EST (20 minutes)
Kelly Lucas – Manager, Consumer Insights, ConAgra Foods

1:30–1:50pm EST (20 minutes)
Katie Bartholomew – Senior Director, Consumer Insights, ConAgra Foods

1:50–1:55pm EST (5 minutes)
Q&A

1:55–2:00pm EST (5 minutes)
Closing Remarks
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation




October 15, 2014

How Panera Bread Developed a “Single View of the Customer” to Drive Marketing Strategy and Tactics
OCTOBER 15, 2014 · 1:00-2:00PM ET

Increasingly brands have access to more and bigger data about their customers and prospects. CRM and transactional data can provide millions of behavioral data points. Primary marketing research can provide attitudes, needs and perceptions. And third party marketing data provide a robust picture of activities that can be leveraged for communications planning. However, it is often a challenge to integrate these sources to provide consistent, comprehensive view that can be leveraged for both brand strategy development and the execution of marketing tactics.

In this talk, you will learn how Panera Bread leveraged their “big data” MyPanera behavior data, with primary marketing research data and third party marketing data to develop a harmonized “single view of the customer.” It will describe in detail how a segmentation framework was developed to guide overarching brand strategy, fully leverage the execution and tracking opportunities of MyPanera, drive new customer acquisition and retention strategies, inform media/communications planning and even assist in real estate planning.

Presenters
Eric Paquette – SVP, Copernicus Marketing Consulting and Research
Shawn Utke – VP, Brand Insights and Research, Panera Bread

Registration
To attend via webcast, register via My ARF »
Free for ARF members

 




November 05, 2014

Stay tuned for more information!




November 12, 2014

Mapping the Marketing Genome

Wednesday, November 12, 2014 1:00–2:00PM ET

Join us on November 12 for a webcast that discuss how to unite, organize and analyze marketing’s messy data so brands can understand and communicate what’s working across it all.

There’s no shortage of channel-specific tactical data or reports. But strategic reports and insights – what’s working across all channels and its impact on the business – are incredibly difficult to pull together, and usually nonexistent.

Join this webcast to better optimize cross-channel performance to track leading indicators of marketing effectiveness and align marketing activity with business outcomes.

Featured Speaker
Jennifer Zesrut – CEO, Beckon

Registration
To attend via webcast, register via My ARF »
Free for ARF members




November 19, 2014

Free for ARF members.

WEDNESDAY, NOVEMBER 19 • 2014 1:00–2:00PM ET

Join us on November 19 for a webcast that explores AOL’s 3D Multi-Platform research which shows the value for consumers of using multiple screens for online content and advertising.

As the world of digital and mobile expands, so has the complexity of marketing through different screens. Consumers are seamlessly using multiple devices in their daily lives. Marketing, however, has yet to follow.  This presentation will help provide clear direction on how and why consumers shift between devices.

Attend this webcast and learn how to develop your cross-screen marketing strategy.

Presenters
Cortney Henseler – Director, Consumer Research and Analytics, AOL
Maureen Dawson – Senior Manager, Consumer Research and Analytics, AOL

Agenda
1:00–1:15pm ET (15 minutes)
Welcome, ARF Updates and Introductions
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation

1:15–1:45pm ET (30 minutes)
Uncovering the Value of Each Screen
Cortney Henseler – Director, Consumer Research and Analytics, AOL
Maureen Dawson – Senior Manager, Consumer Research and Analytics, AOL

1:45–1:55pm ET (10 minutes)
Q&A

1:55–2:00pm ET (5 minutes)
Closing Remarks
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation




Host a Webcast

Webcasts On Demand »

For more information about hosting a webcast, please contact:

Daniel Bulgrin – Strategic Partnerships Fulfillment Manager
dbulgrin@thearf.org

Testimonial

"The ARF has really evolved over the last couple of years and become a go-to source for all levels within the organization. We use it to understand client needs, hear fresh ideas and be exposed to a balanced perspective of what are the key trends in the industry and how we as researchers, need to start thinking about these trends and their impact on the research industry - the ‘People Are Talking, Are you Listening?’ the ARF initiated was a perfect example of just such an effort."
Jeni Lee Chapman – Executive Vice President, Harris Interactive

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