ARF WEST PRESENTS
Maximizing the Mix:
Marketing Performance Measurement in Today's Media Environment
Speakers
Christie Blomster – Product Marketing Manager, Facebook
Christie Blomster is an Ads Product Marketing Manager at Facebook focused on building ads optimization and measurement products. Prior to this role, she was on Facebook's Marketing Science team and was responsible for global advertising effectiveness research with Facebook's top advertising partners. In this role, she evolved the measurement framework and suite of solutions to address advertisers' business needs and aided several top advertisers in determining the impact their marketing programs on Facebook have on their business. Before Facebook she was with comScore, primarily focused on advertising effectiveness research and brand awareness and equity tracking for top retail clients.
Jonathan Bohm - Director, TV & Digital Sales, Turner Entertainment
Jonathan Bohm is the director of TV and Digital Ad Sales Research for Turner Entertainment / TBS & TNT. He has been with Turner since 2010, where he began his career as a research analyst in Sports Research. In his current role, Jonathan focuses primarily on cross-platform positioning, digital strategy, and other impactful initiatives within the Turner Entertainment team. In the past year he served as the Digital Ad Sales Research lead for Cartoon Network and Adult Swim. Jonathan holds a master's of science from CUNY at Hunter College and a bachelor's from SUNY Stony Brook where he studied sociology, cultural studies and media.
Christi Eubanks - Senior Manager, Global Digital Analytics, Mattel
As global digital analytics lead at Mattel, Christi oversees insights and performance measurement across web, social media, apps and gaming for some of the world's favorite toy brands. Since joining in 2012, Christi overhauled the way the company thinks about digital data, starting with building their first real-time analytics hub and cross-platform digital health index. She also launched Mattel's enterprise social listening practice, spanning 7 brands and 14 languages. Previously Christi held a number of roles at New York-based social media consultancy, Converseon. There she led insights reporting and social listening software deployment for dozens of fortune 500 companies and was instrumental in developing the company’s methodology and research processes.
Manish Gupta – Head of Insights & Analytics, Twitter
Manish Gupta is a head of Insights and Analytics at Twitter based in San Francisco. In this role, Manish conducts thought leadership research to demonstrate the value of the Twitter platform in the marketplace. Manish’s industry specialization includes auto and media & entertainment. His research has been covered by leading industry publications such as Adage, The Hollywood Reporter, and Variety. Prior to Twitter, Manish has worked with many companies including Google, eBay and Team Detroit. Manish has an M.B.A. from University of Michigan.
Bill Harvey – Co-Founder and Strategic Advisor, TRA (TiVo Research)
Bill Harvey co-founder and strategic advisor of TRA (TiVo Research). An innovator whose vision has led the media industry for decades, Bill was recognized in 2008 with The Advertising Research Foundation's Great Mind Award, and in 2014, he became the first recipient of The ARF's Erwin Ephron Demystification Award. Bill is an inventor with four issued U.S. patents to date. He has consulted for over 100 Fortune 500 companies.
Joy Joseph - Principal & Practice Leader, IRI Global Analytics & Consulting
Joy Joseph is a principal and practice leader, IRI Global Analytics & Consulting. He leads the Marketing Productivity Practice and has more than 16 years of experience in business analytics, with deep expertise in econometric modeling across a diverse range of industries covering CPG, retail and financial services. Prior to joining IRI, Joseph served as vice president of Products and Research at Citigroup (Citi). Joseph holds a juris doctor from the University of Pune in India, a master's degree in business administration from the University of Connecticut and a bachelor’s degree from the University of Pune in India.
Anthony Katsur – Head of Buyer Cloud, Rubicon Project
Anthony Katsur, head of buyer cloud at Rubicon Project, brings more than 16 years of experience in leading digital media and content delivery platforms. In his current role, he oversees all aspects of advertising automation solutions for buyers across strategy, product development, sales, and operations. Before this, Anthony served as CEO of Maxifier, a campaign performance optimization platform used by premium publishers. Anthony serves on several advisory boards in both the digital media and infrastructure space. He is a sought after speaker and his articles have been published in leading publications such as AdExchanger, MediaPost, Econsultancy, Digiday, AdAge and SmartCEO.
Brian Katz – VP, Advertiser & Purchaser Insights, TiVo Research
Brian Katz is currently VP of Advertiser & Purchaser Insights at TiVo Research. He joined TiVo Research in April 2014 with nearly twenty years of media research experience in cable, digital and broadcast television. Brian is a seasoned executive with extensive experience in generating cross-platform media and consumer insights to lead decision making around content creation and monetization, marketing, scheduling, distribution and ad sales strategy. Before TiVo, Brian held multiple roles at NBCU and began his career at Paramount Domestic TV.
Ed Keller – CEO, Keller Fay Group
Ed Keller is CEO of the Keller Fay Group, an award-winning word of mouth research and consulting firm. Ed is the co-author (with Brad Fay) of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. In 2011, he was awarded a Great Mind Award from The ARF, where he was a long-time board member. Ed is a magna cum laude graduate of the University of Pennsylvania, where he also earned his M.A. in communications from the Annenberg School for Communication.
Rob Key – Founder & CEO, Converseon
Rob Key is the founder and CEO of Converseon, the leading social consultancy. For over a decade, Converseon has helped leading brands around the world harness the power of social intelligence to drive competitive advantage. Rob also serves as acting chairman of Revealed Context, Converseon's sister organization, which provides award winning advanced text analytics solutions designed to help transform raw social data into meaningful, actionable and predictive insight. Prior to Converseon, Rob was head of the Innovations Group at a division of Young & Rubicam and a member of the WPP.com board.
Joan Lewis - Principal, Joan M. Lewis LLC
Joan Lewis, principal of Joan M. Lewis LLC, is a uniquely qualified strategic consultant and advisor. She was formerly with Procter & Gamble (P&G), serving most recently as SVP and officer of Global Consumer & Market Knowledge. Joan’s organization of over 1,000 research professionals made more than five million consumer contacts in about 100 countries. She worked at P&G for over 27 years serving virtually every area of this diverse company, building expertise in strategy and portfolio planning, branding, media, and market dynamics. Joan was recognized by Advertising Age as one of the “Top 25 Women to Watch” in 2010. She was previously on the ARF’s board of directors and has most recently joined comScore’s board of directors. Joan is graduate of Miami University.
Colm Long - Chief Revenue Officer, Flipboard
Bio coming soon!
Scott McKinley – EVP, Innovation, Nielsen
Scott McKinley is EVP, Innovation, at Nielsen, where he leads Nielsen’s Innovation Lab in collaboration with the Stanford Graduate School of Business. Scott has spent fifteen years working in advertising effectiveness research, bringing new approaches and methods to help clients quantify and optimize cross-media advertising performance. He has founded and led two companies which developed new ways to measure advertising in digital and traditional media channels. Prior to Nielsen, Scott was CEO of Factor TG, a VC-backed company headquartered in San Francisco.
Gina Michnowicz – Co-Founder & CEO, Union+Webster
Gina Michnowicz, co-founder and CEO of Union+Webster, has more than 25 years experience working for companies such as IBM (Tivoli), Motorola, Acuson (Siemens) in various senior leadership roles across marketing, sales and operations. As CEO, Co-Founder and lead strategist for Union+Webster, Gina is helping Fortune 500 clients improve their customer experiences and activate customers along a connected customer journey. In her spare time, Gina enjoys dancing hip hop, cooking with her husband and being a mother to her 3-year old daughter.
Lauren Moores, Ph.D. – VP, Analytics, Dstillery
Lauren Moores, VP of Analytics at Dstillery, has more than 20 years experience in data strategy, science, and creative in different information and technology industries. She runs all things analytics at Dstillery after having led the vision and development of data science at EverScreen Media (ESM). Prior to ESM, Lauren managed the science, data assets, and data product teams at Compete/Millward Brown Digital. Lauren holds a Ph.D. in economics from Brown University.
Samir Pradhan – Product Manager, Google
Samir Pradhan, product manager at Google, helps brands understand the impact of their digital display and video ads on consumer perceptions. In this capacity, he is responsible for building Google’s Brand Lift suite of measurement products used in over 20 countries by advertisers on YouTube and the Google Display Network. Prior to joining Google, Samir was a lead PM at Microsoft, where he worked on web search relevance algorithms for Bing. Samir holds a B.A.S. in computer engineering at the University of Waterloo, in Canada.
Sable Mi - Senior Director, Research Strategic Planning, Brightrol
David Shim – Founder & CEO, Placed
David Shim is the founder and CEO of Placed. Placed is the leader in location-driven insights and mobile ad intelligence. Placed provides the most complete understanding of consumers’ offline behaviors by measuring billions of locations across the world’s largest opt-in mobile location panel. Prior to Placed, David held leadership roles at Quantcast, WebTrends, and Farecast. Early in his career, David was the youngest licensed investment advisor in the nation at 17 years old.
Nancy Smith – President & CEO, Analytic Partners
Nancy Smith founded Analytic Partners in 2000 and is proud to lead the world’s largest independant global marketing and analytics consultancy. Previously, she worked at ASI (now Ipsos ASI) and Clairol (now P&G) where she managed marketing insights projects, teams, and vendors. Nancy has an M.B.A. from the University at Buffalo School of Management, were she focused on econometrics, marketing, and international business.
Jim Spaeth – Partner, Sequent Partners
Jim Spaeth is a partner of Sequent Partners. Prior to co-founding Sequent Partners Jim served as President of The ARF. Previously, Jim spent over a decade developing new research tools to improve clients' business performance at PEAC ViewFacts, ScanAmerica and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam. Jim is the co-author of Market Research Matters and has served on the boards of many industry associations. Jim holds a B.A. in mathematics and an M.S. and Ph.D. in econometrics.
Alice Sylvester – Partner, Sequent Partners
Alice Sylvester is a partner at Sequent Partners. In this role, she has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement. Alice has a diverse interdisciplinary background in media research, brand research and account planning. Alice is a past chairman of The ARF board of directors, and a member of the Editorial Board of the Journal of Advertising Research. Alice is also co-author of Advertising and the Mind of the Consumer.
Tony Thrall - SVP, Risk Modeling, Bank of America
Hannu Verkasalo, Ph.D. – CEO, Verto Analytics Inc.
Hannu Verkasalo, Ph.D. is currently CEO of Verto Analytics Inc. Hannu has an extensive entrepreneurial background and has founded several companies in the digital space. Over the past 15 years, he has advised over 20 ventures across the U.S. and Europe. Prior to Verto Analytics Inc., Hannu was an SVP with the mobile analytics firm Zokem, which was acquired by Arbitron Inc. in 2011. Hannu has a Ph.D. in mobile analytics from Aalto University and holds a master’s degree in engineerings, social science, and economics.
Marc Vermut – SVP, Strategy, MarketShare
Marc Vermut, SVP, Strategist for MarketShare, helps Technology and Retail clients measure and optimize their marketing investments. Currently, he is deepening measurement approaches for social media and developing analytics with social partners, including Twitter. Previously he provided film, live entertainment, and digital distribution strategic and financial services for companies including Participant Productions, Twentieth Century Fox, and, as CFO, Maverick Films. Marc holds a BSEc from the Wharton School and an M.B.A. from UCLA Anderson.
Jennifer Zeszut – CEO, Beckon
Jennifer Zeszut is CEO of Beckon, an SaaS analytics software company. Jennifer was previously a marketing leader for top brands like eBay, Proctor & Gamble, and Cost Plus World Market, and has advised many more as head of Strategy and Analytics for Razorfish. Prior to Beckon, she was the founder of Scout Labs (social media monitoring, analytics, & engagement platform) sold to Lithium in 2010. She has been featured in the New York Times, Wall Street Journal, FastCompany and TechCrunch, and has been invited to the White House to speak on entrepreneurship.
