| Sunday, March 23, 2014 | ||||||
 1:00–6:30pm | Registration Foyer, 5th Floor | |||||
| 2:00–7:30pm | Sunday Kickoff | |||||
| 2:00–3:00pm | The Skinny on Those Digital Measures: Unveiling Steve Rappaport's New ARF-Sponsored Digital Field Guide Odets, 4th Floor Stephen Rappaport, Senior Consultant, Stephen D. Rappaport Consulting LLC Takeaways from ARF's brand new book, The Digital Metrics Field Guide: The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email. Book signing to follow. | |||||
| 3:00-3:45pm | The ARF Reveals Late-Breaking Mobile and Social Insights Wilder, 4th Floor Anjali Midha, Head of Research East, Twitter Judit Nagy, VP, Digital Analytics, FOX Broadcasting Company Peter Orban, EVP, Research and Innovation: Mobile and Social, The ARF Discovering the value of earned media. How Twitter expressions activate consumers. | Modeling for Growth: Mapping the Cross-Platform World Odets, 4th Floor Jasper Snyder, EVP, Research and Innovation: Cross-Platform, The Advertising Research Foundation Showcasing today's cross-platform consumers and how to bring their voices to the decision table using marketing mix modeling. | ||||
| 3:45-4:15pm | Break | |||||
| 4:15-5:00pm | It's Not Brain Surgery But it is Brain Science Wilder, 4th Floor Horst Stipp, EVP, Research and Innovation: Global and Ad Effectiveness, The ARF What neuroscience can teach us to drive more effective advertising. | What You Don't Know CAN Hurt You: ARF Advancements in Survey Quality Odets, 4th Floor William Cook, Ph.D., Chief Strategy Officer, eStrategic Advantage Michael Fallig, Ph.D, Co-Managing Director and CRO, Cogenti Applied Strategies, Inc. Don Gloeckler, EVP, Research and Innovation: Executive Member Liaison, The ARF Review of new learning about the use of survey routers and research on mobile devices from the ARF Foundations of Quality initiative. | ||||
| 5:30–7:30pm | Kickoff Cocktails Sky Room Times Square (330 West 40th Street, btwn 8th & 9th Avenues) Meet the speakers, ARF Executive Leadership Team, and Board of Directors; find your tribe and build your network. Proudly sponsored by Datalogix and Snippies. | |||||
| Monday, March 24, 2014 | ||||||||||
| 8:15am–8:00pm | Day 1 Rethink Consumer Engagement: from big data to better decisions—cross-platform, social, mobile, and more. | |||||||||
| 7:00am–5:00pm | Registration Foyer, 5th Floor | |||||||||
| 8:15–8:45am | Power Breakfast Session: Getting Cross-Media Measurement Right Shubert, 6th Floor Artie Bulgrin, SVP, Research and Analytics, ESPN Jeff Chaban, SVP of Research & Analytics, Starcom MediaVest Group Joan FitzGerald, SVP, TV and Cross-Media, comScore, Inc. Amaya Garbayo, Associate Director, Analytics and Portfolio Solutions, Kellogg Baba Shetty, Chief Strategy and Media Officer, Digitas Crack key cross-media measurement issues impacting the media market. | Power Breakfast Session: The Dark Side of Social Media Majestic, 6th Floor Jehan Hamedi, Senior Manager, Strategic Market Development, Crimson Hexagon The side of social media not reflected in daily activity. | ||||||||
| 9:00–9:15am | Welcome and Day 1 Introduction - Changing the World: The New ARF Main Stage: Broadway Ballroom, 6th Floor Gayle Fuguitt, CEO and President, The ARF Colleen Fahey Rush, EVP, CRO, Viacom Media Networks;, Chair, ARF Board of Directors | |||||||||
| 9:15–9:40am | Keynote - Battle Scars and Accolades: Lessons Learned and Stories Told Main Stage: Broadway Ballroom, 6th Floor Keith Reinhard, Chairman Emeritus, DDB Worldwide Soledad O'Brien, CEO, Starfish Media Group; Broadcast Journalist Keith Reinhard shares what enabled his courage and conviction to create advertising that, in his words, "You can hear the bat hit the ball and you know it's a home run." | |||||||||
| 9:40–10:20am | Bigger Data, Better Questions, Smarter Answers—Four Winning Papers Main Stage: Broadway Ballroom, 6th Floor Gun Johnson, Director of Advertising Research, Google, Inc. ARF Call to Action: Gun Johnson, Director of Advertising Research at Google, leads this Big Data to Big Wins main stage session. | |||||||||
| 9:40–10:20am | Using Big Data to Talk Like Your Consumers Main Stage: Broadway Ballroom, 6th Floor John DuBois, Co-Founder and President, Oculus360 Lura Hobbs, VP, Marketing, Oculus360 Sean Parker, CTO, Oculus360 Brands leverage big data for deeper consumer understanding and more important communications. | Insights in a World Without Questions Main Stage: Broadway Ballroom, 6th Floor Rene Huey-Lipton, EVP, North America, BrainJuicer Bob Pankauskas, Director, Consumer Insights, Allstate Insurance The next frontier: Research robots create real people out of social chatter. | Using Consumer Insights to Look Through the Windshield Not the Rearview Mirror Main Stage: Broadway Ballroom, 6th Floor John Dick, Founder and CEO, CivicScience, Inc. The power of predictive consumers. Data science turns measurement into forecasts. | In the Driver's Seat: Ford Motor Embraces Big Data to Understand the Path to Purchase Main Stage: Broadway Ballroom, 6th Floor Dennis Gonier, Digital Strategist, Luth Research Will Neafsey, Global Consumer Analytics and Tracking Manager, Ford Motor Company Becky Wu, Senior Vice President, Research, Luth Research Quantifying the value of the consumer purchase journey digital touch points. | ||||||
| 10:20–10:45am | Keynote - Facebook Answers: "What's Now, What's Next?" – Media, Mobile, and More Main Stage: Broadway Ballroom, 6th Floor Carolyn Everson, VP, Global Marketing Solutions, Facebook, Inc. Colleen Fahey Rush, EVP, CRO, Viacom Media Networks;, Chair, ARF Board of Directors Facebook's strategic insight: personal marketing in a connected and mobile world. | |||||||||
| 10:45–11:45am | Meet the Facebook and Big Data Speakers in the Re:Think Meet and Tweet Room Foyer, 6th Floor | Winning Papers and Featured Presentations Cutting-edge insights in concurrent sessions. See below. | ||||||||
| 10:50–11:10am | Video Everywhere Means Every Screen Video Measurement Westside Ballroom, 5th Floor - Theater 1 Wayne Goldstein, VP of New Media Research, Sony Pictures Television Mike Rich, Vice President, comScore, Inc An innovative partnership yields results on measured ad supported movies and shows on five screens. | Actionable Insights From Non-Rep Big Data Westside Ballroom, 5th Floor - Theater 2 Bill Engel, Chairman, Consumer Orbit Michael Vinson, Ph.D., Senior Vice President, Statistical Sciences and Analytics, Rentrak Valid insights from “Big Data” sources that may include significant sources of bias. | Optimal MMM Methods for Social ROI Westside Ballroom, 5th Floor - Theater 3 Olesya Moosman, Research Lead, East and Southeast, Twitter Methods that capture direct and indirect impact are most effective. | 5 Ways to Rock MR in the Enterprise Westside Ballroom, 5th Floor - Theater 4 Andrew Reid, Founder, President and Chief Product Officer, Vision Critical Tips to make the consumer insight at your fingertips truly count. | Total TV Chatter: Social TV Meets Word-of-Mouth Empire, 7th Floor Brad Fay, COO, Keller Fay Group Patrick Kemp, Marketing Effectiveness Researcher, Facebook, Inc. Eurry Kim, Researcher, Facebook, Inc. Matt Phillips, Account Director, Keller Fay Group First analysis comparing offline TV-related conversation with TV-related conversation on Facebook. | |||||
| 11:20–11:40am | Pushing the Boundaries of MMM Westside Ballroom, 5th Floor - Theater 1 Sweta Agrawal, Director, Analytics, Centre of Excellence, Starcom MediaVest Group Aarti Bharadwaj, VP, Center of Excellence, Starcom MediaVest Group Starcom MediaVest India broke the shackles of MMM analytics to mirror the real world. | Succeeding with GRP Measurement and Audience Guarantees Westside Ballroom, 5th Floor - Theater 2 Jason Miller, Director, Product Management, Google, Inc. Andrea Vollman, Sr. Director, comScore, Inc. An analysis of comScore vCE benchmarks, as well as industry implications and best practices. | On-Site, Real-Time Mobile Marketing and Research Westside Ballroom, 5th Floor - Theater 3 Robert Passikoff, Founder and President, Brand Keys John Perls, Founder and CEO, JoopLoop Mobile and research takes marketing to the next level. | Campaign Effectiveness Study in a Cookie-Less Environment Westside Ballroom, 5th Floor - Theater 4 Jocelyn Ritchie, Global Consumer Insights Manager, Campaign Effectiveness Lead, Microsoft Results of a cross-device campaign. | ||||||
| 11:20–11:40am | Super Consumers: A Big Data Tool to Maximize Marketing ROI Empire, 7th Floor Greg Gallagher, Marketing Director, Kraft Foods Group Cannon Koo, Analytics Director, Kraft Foods Group Eddie Yoon, Principal, The Cambridge Group The top 10% of category consumers drive 50% of profits. | Mainstreaming Health and Wellness: Are You Capitalizing on This Cultural Shift? Odets, 4th Floor Erik Quick, Manager of Health and Segmentation, Nielsen Insights on how today's consumers are confronting their own health and analytic approaches to uncover innovative solutions. | Using Social Analytics to Run Your Business at the Speed of Social Wilder, 4th Floor Malcolm De Leo, Chief Evangelist, Netbase Social understanding can help your organization begin to make sense of the maelstrom that is The Crowd. | Using Mobile Shopping Behavior to Design Exceptional Ad Performance Gilbert, 4th Floor Taimour Azizuddin, Manager, Global Research and Insights, InMobi Emily Basileo, Analyst, Global Research & Insights, InMobi Research on consumer preferences and the mobile shopping experience is used to create exceptionally performing rich media ads. | ||||||
| 11:45am–12:30pm | Featured Nielsen Presentation - From Airwaves to Aisles: Measuring Sales Impact with Single Source Astor, 7th Floor Radha Subramanyam, EVP, Insights, Clear Channel Media and Entertainment Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions Nielsen Catalina Solutions, Nielsen Audio, and Clear Channel Media & Entertainment collaborate to create the first single source measurement tool built specifically for the radio industry. | |||||||||
| 12:30–12:45pm | A Discussion with Nielsen's New CEO: The Intersection of What Consumers Watch and How They Buy Main Stage: Broadway Ballroom, 6th Floor Mitch Barns, CEO, Nielsen Soledad O'Brien, CEO, Starfish Media Group; Broadcast Journalist Mitch Barns, CEO of Nielsen, shares his vision on the intersection of choice, message, and impact—as well as how measurement can help drive growth in an ever-changing media landscape. | |||||||||
| 12:45–1:45pm | Lunch and Keynote LEGO's Secret to Building Your Fan Base Brick by Brick Main Stage: Broadway Ballroom, 6th Floor Peter Espersen, Head of Co-creation, Content and Campaigns, The LEGO Group Building brand LEGO: tapping the global fan community to create marketing campaigns and experiences. | |||||||||
| 1:45–2:45pm | Meet the Speakers in the Nielsen and LEGO Re:Think Meet and Tweet Room Foyer, 6th Floor | Winning Papers and Featured Presentations Cutting-edge insights in concurrent sessions. See below. | ||||||||
| 1:50–2:10 pm | Twitter Causality Westside Ballroom, 5th Floor - Theater 1 Mike Hess, EVP, Data Fusion and Social TV Analytics, Nielsen How and when tweets have a measurable impact on television program ratings. | Harnessing Big Data to Drive Mobile Targeting and Results Westside Ballroom, 5th Floor - Theater 2 Maria Domoslawska, VP, Global Digital Strategy and Research, Research Now Sean Galligan, VP of Sales and Business Development, Flurry Brand-specific targeting to reach smartphone and tablet users. | User TV Addressability Westside Ballroom, 5th Floor - Theater 3 Bill Harvey, Co-Founder, Vice Chairman, and Chief Research Officer, TRA Inc. Nick Troiano, President, BlackArrow Filling holes in purchaser reach and frequency. | Strength in Numbers: Power of Community-Oriented Marketing Westside Ballroom, 5th Floor - Theater 4 David Shiffman, Executive Vice President, Research Director, MediaVest Emily Vanides, Senior Vice President, Research, MediaVest Deep social network and consumer communities drive brand impact. | Rad to the Power of Sick: The Impact of Survey Mobilization on Respondent Data Empire, 7th Floor Kristin Luck, President and CMO, Decipher Impact of survey mobilization and segmentation on respondent data. | Redefining Reporting and ROI in 2014 Gilbert, 4th Floor Chris Damsen, VP Business Development, Netvibes Stephen Rappaport, Senior Consultant, Stephen D. Rappaport Consulting LLC Building better deliverables with real ROI. | ||||
| 2:20–2:40pm | Creepy Marketing: The Fine Line Between Personalization and Privacy Westside Ballroom, 5th Floor - Theater 1 Diane Hessan, President and CEO, Communispace How brands can personalize consumer engagement and create a more collaborative relationship. | Using New Data Science to Get Consumer Insights Without Limits Westside Ballroom, 5th Floor - Theater 2 John Dick, Founder and CEO, CivicScience, Inc. Ross McGowen, Director, Data Science, CivicScience Next-generation data science strategies—how consumer brand clients are gaining an edge. | Why Real-Time Mobile Makes (Dollars) and Sense Westside Ballroom, 5th Floor - Theater 3 Walter Carl, Founder and CRO, Purchased Valentine's Day retailer tracks shopper behavior and purchases in real-time to generate business insight. | Shopping and Printing Behavior Through Mobile Analytics Westside Ballroom, 5th Floor - Theater 4 Jai Kapoor, Manager, Customer & Market Insights, Hewlett Packard Leveraging mobile to develop marketing tactics and print usage studies. | ||||||
| 2:20–2:40pm | Using Census Methodologies for Cross-Platform Measurement Empire, 7th Floor Eric Solomon, Senior Vice President, Global Audience Measurement, Nielsen Comparable cross-platform metrics that support both linear and dynamic ad models. | Enhancing Global Brand Positioning with Implicit Research Technology Ziegfield, 4th Floor Faith James, VP, Strategic Marketing, Sentient Decision Science, Inc. Roddy Knowles, Senior Delivery Manager and Mobile Research Expert, Research Now Using implicit research to measure subconscious drivers of consumer behavior and brand perception. | Moneyball Marketing: Key Ratios and Leading Indicators of Marketing Effectiveness Gilbert, 4th Floor Jennifer Zeszut, Chief Executive Officer, Beckon Critical metrics and ratios that top brands use to optimize marketing spending decisions. | |||||||
| 2:45–2:55pm | Cross-Platform Measurement at the Crossroads: What's New and What's Next? Main Stage: Broadway Ballroom, 6th Floor Artie Bulgrin, SVP, Research and Analytics, ESPN Be the first to hear the latest Project Blueprint update since June 2013 at Audience Measurement 8.0. | |||||||||
| 2:55–3:30pm | Cracking the Code on Cross-Platform Standards—Three Winning Papers Main Stage: Broadway Ballroom, 6th Floor Artie Bulgrin, SVP, Research and Analytics, ESPN ARF Call to Action: Artie Bulgrin, SVP of Research & Analytics at ESPN and ARF Board Member, leads this cross-platform session on the main stage. Leading-edge measurement innovations that are keeping pace with today's consumers' evolving media consumption. | |||||||||
| 2:55-3:30pm | The Effectiveness of Mobile Ads in Cross-Platform Research Main Stage: Broadway Ballroom, 6th Floor Jennifer Okula, SVP, Millward Brown Digital A new approach to include the measurement of mobile ads in cross-platform research. | The First Look at the Total Video Consumer Main Stage: Broadway Ballroom, 6th Floor Patricia McDonough, SVP, Insights and Analysis, Nielsen A complete roadmap of video consumption on TV, mobile, tablet, and online. | The Audio Odyssey: My World vs. The World Main Stage: Broadway Ballroom, 6th Floor David Shiffman, Executive Vice President, Research Director, MediaVest Radha Subramanyam, EVP, Insights, Clear Channel Media and Entertainment Emily Vanides, Senior Vice President, Research, MediaVest Uncovering the impact that digital technology is having on how consumers connect with and use audio across platforms. | |||||||
| 3:30-3:45pm | ARF's Erwin Ephron Demystification Award Main Stage: Broadway Ballroom, 6th Floor Irwin Gottlieb, Chairman, GroupM Gale Metzger, Co-Founder, Statistical Research, Inc. Dave Morgan, CEO & Founder, Simulmedia In memory of the important media planning theories the late Erwin Ephron championed and the seemingly simple ways in which he sought to bring them across. Three friends pay tribute and give an overview about the Award, which will be presented at the ARF's Audience Measurement conference in 2014. | |||||||||
| 3:45-4:00pm | Meet the Cross-Platform Speakers in the Re:Think Meet and Tweet Room and Power Break Foyer, 6th Floor Build your network, find your tribe, and create connections. | |||||||||
| 4:00-4:25pm | Mobile Vanguard: Elevating Insights in Real-Time Main Stage: Broadway Ballroom, 6th Floor Brad Smallwood, Head of Insights and Measurements, Facebook, Inc. ARF Call to Action: Brad Smallwood, Head of Measurements and Insights at Facebook and ARF Board Member, leads this session on mobile strategies, decisions, and investments that drive better marketing allocation and impact. | |||||||||
| 4:00-4:25pm | To Mobility . . . and Beyond! Main Stage: Broadway Ballroom, 6th Floor Joe Blechman, Sr. Manager, Consumer Analytics and Research, AOL Christian Kugel, VP, Consumer Analytics and Research, AOL Smartphones hold a tremendous amount of potential for understanding consumers, but don't throw out the rest of your research toolkit just yet. | New Pathways to Engage a Multi-Screen Consumer Main Stage: Broadway Ballroom, 6th Floor Ivy Esquero, Thought Leadership Manager, Global Consumer Insights, Microsoft How marketers can pivot to consumer needs to provide content that resonates across devices. | ||||||||
| 4:25-4:40pm | Keynote: Busting Consumer Engagement Conventions Main Stage: Broadway Ballroom, 6th Floor Paul Grieco, Sommelier, Owner, Hearth and Terroir wine bars What business are you in and does the moniker matter? Hear how one entrepreneur is busting conventions and engaging customers. | |||||||||
| 4:40–5:30pm | Social Media: Are All Bets On?—Three Winning Papers Main Stage: Broadway Ballroom, 6th Floor Jeffrey Graham, Global Head of Research and ARF Board Member, Twitter ARF Call to Action: Jeffrey Graham, Global Head of Research at Twitter and ARF Board Member, leads this session on social media measurement and standards and how advertisers are using this data to make planning and buying decisions. | |||||||||
| 4:40-5:30pm | Contagious Content Main Stage: Broadway Ballroom, 6th Floor James Burke, Associate Director, Kantar Media Euan MacKay, Senior Associate Director, Kantar Media The “whys” behind content sharing and the unique factors driving “virality” in the social world. | Two Ears, One Mouth: How Coca-Cola Uses Social Listening Main Stage: Broadway Ballroom, 6th Floor Douglas Busk, Director, Connections Innovation, Global Connections, The Coca-Cola Company Omri Duek, Social Platform Strategy, Global Connections, The Coca-Cola Company How Coca-Cola is using social listening for deep analytics and rapid response marketing. | #SocialTVAnalytics Main Stage: Broadway Ballroom, 6th Floor Anjali Midha, Head of Research East, Twitter Social TV impacts consumer receptivity to programming content and ads, and how social signals can optimize cross-channel marketing efforts. | Plus—late-breaking Twitter/FOX/ARF research results Main Stage: Broadway Ballroom, 6th Floor Judit Nagy, VP, Digital Analytics, FOX Broadcasting Company | Talking Social TV 2 Main Stage: Broadway Ballroom, 6th Floor Ed Keller, CEO, Keller Fay Group Beth Rockwood, Senior Vice President, Market Resources, Discovery Communications Results of a second phase of research by the Council for Research Excellence (CRE) about the relationship between social media behavior and television viewing. | |||||
| 5:30–5:40pm | Closing Sendoff, Day One ARF Call to Action Main Stage: Broadway Ballroom, 6th Floor Gayle Fuguitt, CEO and President, The ARF | |||||||||
| 5:40–6:00pm | Meet the Mobile and Social Media Speakers in the Re:Think Meet and Tweet Room Foyer, 6th Floor | |||||||||
| 5:45–6:15pm | Industry Leader Spotlight - How Smart Brands Make More Money: Exploring Brand Premium Shubert, 6th Floor Nigel Hollis, Chief Global Analyst, Millward Brown Learn how to grow meaningfully different brands in today's highly competitive marketplace. | Industry Leader Spotlight - The New Living Room Majestic, 6th Floor Barry Blyn, VP, Consumer Insights, ESPN Flora Kelly, Associate Director, Consumer Insights, ESPN Wendy Loxley, Research Associate Manager, Consumer Insights, ESPN Hear firsthand from consumers about how their choices are impacting their relationships with video. | ||||||||
| 6:15–8:00pm | President's Reception Broadway Lounge, 8th Floor Build your network, meet the speakers, join Gayle, the ARF Board of Directors, and the Executive Leadership Team at the industry's “Power Cocktail Hour(s).” Proudly sponsored by ESPN and Millward Brown. | |||||||||
| Tuesday, March 25, 2014 | ||||||
| 8:15am–11:59pm | Day 2 Rethink ideas: great insights to great innovation to great results | |||||
| 7:00am–5:00pm | Registration Foyer, 5th Floor | |||||
| 8:15–8:45am | Single-Source Cross-Media Measurement: The Keys to the New Kingdom Shubert, 6th Floor Jonathan Steuer, Chief Research Officer, TiVo Unlocking the value of cross-media ad planning, buying, and effectiveness measurement. | Connecting with Shoppers in the Increasingly Dynamic, Cross-Channel CPG and Retail World Majestic, 6th Floor Jon Beauchamp, Principal, New Media Solutions, IRI Srishti Gupta, EVP and General Manager, New Media Solutions, IRI New methods to target and activate high-value shoppers across multiple platforms for the biggest ROI. | ||||
| 9:00–9:10am | Creating the Future: Targeting Growth Main Stage: Broadway Ballroom, 6th Floor Gayle Fuguitt, CEO and President, The ARF | |||||
| 9:10–9:30am | Keynote - Shouldn't Smart Data Lead to Smarter Advertising? Main Stage: Broadway Ballroom, 6th Floor Lee Garfinkel, CEO, Draftfcb New York One of the foremost creative leaders of our time shares how to use insights to get to the “so what?” | |||||
| 9:30–10:15am | Beyond Counting: Getting to Great Creative—Four Winning Papers Main Stage: Broadway Ballroom, 6th Floor Laurel Rossi, President, Havas Worldwide StratFarm ARF Call to Action: Laurel Rossi, President of Havas Worldwide Strat Farm, leads this session about how new insights improve creative. | |||||
| 9:30–10:15am | Advertising Research Faces the Future Main Stage: Broadway Ballroom, 6th Floor Rana El Kaliouby, Chief Science Officer & Co-Founder, Affectiva Graham Page, EVP, Consumer Neuroscience, Millward Brown The industry has found ways to measure automatic responses without throwing away its validated tools. | Value Exchange in Freemium Games—Everybody Wins! Main Stage: Broadway Ballroom, 6th Floor Jack Koch, Director of Global Marketing Insights, Electronic Arts Jay Levinger, Director of Marketing and Research, WildTangent Single-source data links gaming behaviors and in-depth survey responses to connect what gamers say and what they actually do. | Brave, But Not Stupidly Brave Main Stage: Broadway Ballroom, 6th Floor Alex Hunt, EVP, BrainJuicer Tom Malleschitz, Chief Marketing Officer, Three UK How innovative research transformed a five-star campaign. | Delivering Branding Value Through High Impact Digital Advertising Main Stage: Broadway Ballroom, 6th Floor Shawn Baron, Director of Research and Insights, Undertone Caryn Brouwer, VP, Ipsos ASI Amaya Garbayo, Associate Director, Analytics and Portfolio Solutions, Kellogg Measuring the performance of large canvas ads across four industry verticals to create best practices for brand advertisers. | ||
| 10:15–10:45am | Keynote - Branding 180% Turnaround Main Stage: Broadway Ballroom, 6th Floor Kim Brink, VP, Marketing, NASCAR Mike Donahue, EVP, Member Services, AAAA Hear firsthand how insights helped catalyze the change in NASCAR's brand image. | |||||
| 10:45–11:45am | Meet the Draftfcb, NASCAR, and Creative Speakers in the Re:Think Meet and Tweet Room Foyer, 6th Floor | Winning Papers and Featured Presentations Cutting-edge insights in concurrent sessions. See below | ||||
| 10:50–11:10am | Creative Considerations for Driving TV Ad Performance Westside Ballroom, 5th Floor - Theater 1 Greg Pharo, Director, Market Research and Analysis, ATT Damon Samuel, Director of Product Development, Customer Insights and Big Data, ATT Determining which creative elements drive sales performance. | Improving Ad Effectiveness Using Agile Market Research Westside Ballroom, 5th Floor - Theater 2 Martin Payne, Chief Operating Officer, GutCheck Employing new consumer insight approaches to drive more consistently successful ads. | Are There Better Ways to Test Poster Advertising Creative? Westside Ballroom, 5th Floor - Theater 3 Mike Baker, CEO, Outdoor Media Centre Jon Puleston, VP, Innovation, GMI New ways to creatively evaluate out-of-home advertising. | Behavioral Economics of Brand Success Westside Ballroom, 5th Floor - Theater 4 John Wittenbraker, Global Director, Innovation, Brand, & Customer Experience, GfK Helen Zeitoun, Global Head of Brand and Customer Experience, GfK Drive share or build equity? A new approach to brand research that reveals how to do both. | Facebook, Brands, and Everything Between Empire, 7th Floor Preriit Souda, Senior Analyst, TNS Global Techniques for analysis of brand pages on Facebook using network analytics and text mining. | Neuroscience Tools for Optimizing the Resonance of Advertising Creative Odets, 4th Floor Michael Smith, Director, Industry Relations, Nielsen Capturing the viewer's immediate unfiltered reactions to diagnose which aspects of an ad execution resonate, yielding powerful objective insights to guide creative optimization. |
| 11:20–11:40 am | Health and Wellness Grows Up: How to Increase Your ROI Westside Ballroom, 5th Floor - Theater 1 Steve French, Managing Partner, NMI Activating NMI's consumer segmentation for a healthier ROI. | The Princess and the Pea: Marketing Mix vs. Other Methodologies Westside Ballroom, 5th Floor - Theater 2 Demos Ioannou, Principal, DCI Consulting Examining in-store advertising vehicles (which are often misread). | The Future of Brand Measurement Westside Ballroom, 5th Floor - Theater 3 Jason Miller, Director, Product Management, Google, Inc. Advertiser attitudes toward digital spending and the changes needed to improve the measurement of advertising impact online. | Did You Pack Your Own Bags? Effective, Respondent-Friendly B2B Validation Westside Ballroom, 5th Floor - Theater 4 Paul Johnson, Director, Analytics, SSI Control quality without making respondents feel like they're in a long line at airport security. | ||
| 11:20–11:40 am | HUGGIES®: Challenging the Notion of Ethnic Silos—A Total Market Approach Empire, 7th Floor Kimberlee Kay Leintz, Marketing Research Manager, Kimberly-Clark Corporation Celine Vargas, Director, Firefly Millward Brown Lizette Williams, Senior Brand Manager, Kimberly-Clark Corporation By looking at the total market in foundational advertising development, brands can win across ethnic groups. | BabyCenter 21st Century Mom®: Millennial Mom Report Ziegfield, 4th Floor Kyle Gollins, Director, Client Development, Media, Research Now Marie Leonte, Senior Manager, Consumer Insights, BabyCenter, LLC Insights surrounding today's newest mom's mindset, media habits, priorities, and preferences. | Using Social Analytics to Run Your Business at the Speed of Social Wilder, 4th Floor Malcolm De Leo, Chief Evangelist, Netbase Social understanding can help your organization begin to make sense of the maelstrom that is The Crowd. | |||
| 11:45am–12:30pm | Making Creative More Effective: Neuroscience, the New Emotional Engagement Medium—Three Winning Papers Main Stage: Broadway Ballroom, 6th Floor Horst Stipp, EVP, Research and Innovation: Global and Ad Effectiveness, The ARF ARF Call to Action: Horst Stipp, EVP of Research & Innovation: Global & Ad Effectiveness at The ARF, leads this neuroscience session on methods and approaches that make marketing communications more successful. | |||||
| 11:45am–12:30pm | Leveraging the Power of Second-Screen Apps Main Stage: Broadway Ballroom, 6th Floor Dan Aversano, VP, Ad Sales Research and Strategy, Turner Broadcasting System, Inc. Pamela Marsh, Ph.D., Director, Primary Research and Insights, Annalect/OMD Huda Shalhoub, Ph.D., Research Director, Innerscope Research The type of second-screen apps that keep users most engaged and how advertisers can best leverage them. | Comparative Ad Effectiveness on Varying Video Channels Main Stage: Broadway Ballroom, 6th Floor Graeme Hutton, SVP, Group Partner, Research, UM Pranav Yadav, CEO, Neuro-Insight U.S. UM and Neuro-Insight worked together to find the value of advertising on several online and television video channels. | Predicting Successful Business Models with fMRI Main Stage: Broadway Ballroom, 6th Floor Martin de Munnik, Neuromarketing Expert, Neurensics Learn how after 25 years a runner-up brand beat the market leader on top of mind, brand awareness, image, and shopper traffic thanks to fMRI studies. | |||
| 12:30–12:45pm | Industry Leader Spotlight - What You Don't Know Can Hurt You: Staying a Step Ahead of the Moving Media Consumer Main Stage: Broadway Ballroom, 6th Floor David Poltrack, Chief Research Officer, CBS Corporation , President, CBS VISION Get a preview of CBS' updates on comprehensive segmentation of the U.S. media consumption market. | |||||
| 12:45–1:45pm | Lunch and Roundtable Discussion Groups Main Stage: Broadway Ballroom, 6th Floor Share your insights and questions about how to get to great creative with your tablemates in moderated discussion groups. | |||||
| 1:45–2:45pm | Meet the CBS VISION and Neuroscience Speakers in the Re:Think Meet and Tweet Room Foyer, 6th Floor | Winning Papers and Featured Presentations Cutting-edge insights in concurrent sessions. See below. | ||||
| 1:50–2:10pm | Predicting Sales From Ad Testing: A McDonald's Case History Westside Ballroom, 5th Floor - Theater 1 Ralph Blessing, Managing Director, Ameritest Adam Page, Associate Research and Analytics Director, Ameritest The power of ad quality to in-market performance. No need to sacrifice quality research for speed. | Text Mining vs. Surveys: And the Winner Is . . . Westside Ballroom, 5th Floor - Theater 2 Vincent Schiavone, Co-Founder, Chairman and Chief Executive Officer, ListenLogic Jerry Wind, Professor of Marketing, The Wharton School Discrepant results of an online survey with text mining means shift to reliance on closed-ended surveys to social intelligence. | ONLY For the Bold: Frito-Lay Scores with Millennial Male Targets Westside Ballroom, 5th Floor - Theater 3 Ellen Fenwick, Managing Director, Firefly Millward Brown Mike Quintana, Director, Shopper Strategy and Insights, Frito-Lay North America Leveraging deep consumer insights and multiple-method research rigor to build better ads for Doritos and score big with the Millennial Male target. | Advanced Implicit Made Easy for Creative and Tracking Westside Ballroom, 5th Floor - Theater 4 Elissa Moses, Chief Neuro Officer and Head of the Ipsos Neuroscience and Emotion Innovation Centre, Ipsos Rafal Ohme, Ph.D, Founder, NEUROHM Advancing IRT to eliminate the hurdles to broad scale research application. | Secrets and Lies: Understanding What People Aren't Saying Empire, 7th Floor Chip Walker, Executive Vice President, Director of Brand Planning and Innovation, Y&R Belle Frank, Global Director, Strategy and Research, Y&R Joel Weinberger, Ph.D, Partner, Implicit Strategies What people tell us in traditional research is only part of the story. | |
| 2:20–2:40pm | The Gift of Relevance: Personalizing Ad Delivery Westside Ballroom, 5th Floor - Theater 1 Mitch Eggers, Ph.D., Chief Scientist, GMI Introduction to GMI's newest tool for painting 360 views of today's digital consumers. | Data Quality: Then and Now, an Evolving Ecosystem Westside Ballroom, 5th Floor - Theater 2 Dyna Boen, CRO, TrueSample From the supply-side to the demand-side of online research, one thing is certain . . . we're all in this together. | Deep Dive: Using Big Data to Talk Like Your Consumers Westside Ballroom, 5th Floor - Theater 3 John DuBois, Co-Founder and President, Oculus360 Lura Hobbs, VP, Marketing, Oculus360 Sean Parker, CTO, Oculus360 How big data helps brands leverage a deep understanding of consumer language and impact communications. | Learn How a New Kind of Marketing Mix Modeling is Better for Media Planning Westside Ballroom, 5th Floor - Theater 4 Mark Battaglia, CEO, ThinkVine Proven advantages of agent-based modeling to media planners. | ||
| 2:20–2:40pm | JAAM: Dissect the Image, Deliver the Insights Empire, 7th Floor Jeetendr Sehdev, Brand Marketing Expert How JAAM (Jeetendr’s Alternate Aptitude Methodology) dissects celebrity image and delivers insights. | Super Bowl Advertising: In the Scrimmage Moment with Mobile Ziegfield, 4th Floor Mike Billingsley, VP, Client Development, Research Now Georgia Phillips, Client Service Director, Luma Research How mobile adds an extra layer of understanding by collecting in-the-moment reactions of viewers during the Super Bowl. | CrowdWeaving: Co-Creating With Your Consumers O'Neil, 4th Floor Karen Bakos, Director, Consumer Insights, Time Inc. Kseniya Ivnitskaya, Research Manager, Time Inc. Learn about the CrowdWeaving process for consumer-led ideation and brand development. | |||
| 3:00–3:45pm | Featured CBS VISION Presentation: The New Lifestyle and Psychographic Dimensions of Today's Dynamic U.S. Media Consumer Astor, 7th Floor Katie Clemency, Principal, The Cambridge Group David Poltrack, Chief Research Officer, CBS Corporation , President, CBS VISION At Re:Think 2011, CBS unveiled a comprehensive segmentation of the U.S. media consumption market. Hear an update of that segmentation based on new research with added coverage of the vital social media, mobile, and second screen components of the media landscape. | |||||
| 4:00-4:45pm | Industry Leader Spotlight - Big Data: Big Results Empire, 7th Floor Timothy Kay, Director of Political Strategy, NCC Media Eric Schmitt, EVP, Communications, Allant Group Dan Sinagoga, Vice President, Political Sales, Comcast Spotlight Learn about recent elections where data was used to inform advertising strategy and extend reach to the right voters. Apply takeaways to commercial strategies and building brands. | Industry Leader Spotlight - The Perfect Pair: Brand and Customer Experience Manhattan, 8th Floor Kajoli Tankha, Campaign Insights Director, Microsoft Eric Villain, Managing Director, Brand and Customer Experience, GfK Marguerite Smith, Senior Marketing Manager, Verizon Wireless Edwin Roman, Director, Consumer Insights, ESPN, Inc. Ben Gilgoff, Director, Global Market Research, Merck Denise Brien, Senior Director, Consumer Analytics and Research, AOL Learn why businesses believe that brand thinking and customer experience/satisfaction go hand-in-hand in understanding the health of the business. | ||||
| 4:45–6:00pm | Industry Leader Spotlight Reception Foyer, 7th Floor Build your network, find your tribe, cut deals, meet new strategic partners. Industry icons and luminaries readily available along with cocktails and conversations. Proudly sponsored by Comcast and GfK. | |||||
| 7:30pm–12:00am | Ogilvy Awards Cocktails and Dinner Main Stage: Broadway Ballroom, 6th Floor Behind every great ad is inspiring research, and the leaders that lead it. Come. Celebrate. Raise a glass to this year's winning ads and their creators. Proudly sponsored by Microsoft Advertising, Avion, CBS VISION, Ipsos, and Ogilvy & Mather. | |||||
| Wednesday, March 26, 2014 | ||||||
| 8:15am–5:30 pm | Day 3 Rethink skills: better decisions, faster results. | |||||
| 7:00am–3:00pm | Registration Foyer, 6th Floor | |||||
| 8:15–8:45am | Make Your Pitch Shubert, 6th Floor and Majestic, 6th Floor Shark Tank meets the ARF! In a series of pitch and feedback sessions with industry leaders and ARF Board of Directors, winning candidates share their business ideas, research initiatives, and even their career aspirations. | |||||
| 9:00–9:10am | Future Forward Research: Make Your Mark, Build Your Brand Main Stage: Broadway Ballroom, 6th Floor Gayle Fuguitt, CEO and President, The ARF | |||||
| 9:10–9:40am | Keynote - The Power of Introverts Main Stage: Broadway Ballroom, 6th Floor Susan Cain, Award-Winning Author of Quiet: The Power of Introverts in A World That Can’t Stop Talking Introverts are the ones who prefer listening to speaking; who innovate and create but dislike self-promotion; who favor working on their own over working in teams. Take away gems of insight about how introversion can be advantageous to team, career, and personal brand building. | |||||
| 9:40–10:30am | Taming the Research Indentity Crisis: Forging Your Seat at the Decision Table—Four Winning Papers Main Stage: Broadway Ballroom, 6th Floor Joan Lewis, Global Consumer and Market Knowledge Officer, Procter & Gamble ARF Call to Action: Joan Lewis, Global Consumer & Market Knowledge Officer at Procter & Gamble and ARF Board Member, leads this session on how breaking traditional research rules can make a difference. | |||||
| 9:40–10:30am | The Art of Research Main Stage: Broadway Ballroom, 6th Floor Niels Schillewaert, Ph.D., Co-founder and Managing Partner, InSites Consulting USA Annelies Verhaeghe, Head of Research Innovation, InSites Consulting Learn how visual analyses fed Diesel's digital strategy on Pinterest and how pictures improved communication between consumers and marketers. | Insights Drive Marketing Innovation Main Stage: Broadway Ballroom, 6th Floor Rick Chavez, Chief Solutions Officer, Microsoft Marketing Solutions, an incubation team at Microsoft Advertising, brings in insights, design thinking, and tech expertise to develop unique experiences. | REEL Immersion: Breaking the Rules to Discover the Truth Main Stage: Broadway Ballroom, 6th Floor Tommy Stinson, SVP, Director of Qualitative Insights, Added Value A new qualitative approach to build more transparency between respondents and researchers, yields deeper and more honest insight. | Building Strong Connections with Gen X and Gen Y Consumers Main Stage: Broadway Ballroom, 6th Floor Jo-Ann Osipow, Executive Vice President, Brand and Customer Experience, GFK Consumer Experiences North America Kathy Sheehan, EVP and General Manager of GfK Consumer Trends, GfK New learnings have wide-ranging relevance for marketing to Gen X and Gen Y consumers. | ||
| 10:30–11:00am | Research Unplugged: Build Your Brand, Make Your Mark Main Stage: Broadway Ballroom, 6th Floor Roundtable discussions to reprise, weigh in, and deep-dive on skill-building and career success. | |||||
| 11:00–11:20am | Meet the Speakers and Power Break Foyer, 6th Floor Take a break, take a bite, and gear up for more learning. Power networking, build your power brand, find your tribe, regroup, recharge, ready to go change the world back at your desk. | |||||
| 11:20am–12:00pm | Innovation and the Future: Winning Papers and Presentation Cutting-edge insights in concurrent sessions. | |||||
| 11:20–11:40am | Taking Multicultural Marketing to the Next Level: Diageo Shubert, 6th Floor Ola Mobolade, Managing Director, Firefly, Millward Brown Tachea Corbett Diageo shares its evolution from multicultural marketing to a total market approach, embedding the "New Majority" vision into its DNA. | Consumer Insights: A Day To Learn, A Lifetime To Master Majestic, 6th Floor Robert Atencio, Global VP of Consumer Insights, Pfizer Learn the building blocks of exceptional research. Insights must find ways to bring the voice of the consumer to the rest of the company. | ||||
| 11:40am–12:00pm | Marketing and Finance Agree on Measurement for Creating Value Shubert, 6th Floor Meg Blair, Founding Director, MASB Scott Davis, VP, Finance and Revenue Management, Frito-Lay North America Pamela Forbus, VP, Strategic Insights, Frito-Lay North America Learn how marketing and finance are working together on accountability initiatives, and with other companies. | |||||
| 12:15–12:30pm | Big Data is Creating the “New” Learning Organization Main Stage: Broadway Ballroom, 6th Floor Bailey O’Donnell, Global Program Manager, People Analytics, Google Jeff Buchan, Global Industry Relations, Google, Inc. Hear how Google is using data to drive people decisions. The payoffs? Happier, healthier, and more innovative workers. | |||||
| 12:30–1:45pm | The ARF Great Mind Awards Luncheon Main Stage: Broadway Ballroom, 6th Floor Celebrate those who contribute to the excellence and advancement of insights and analytics. Proudly sponsored by GfK. | |||||
| 1:45–2:00pm | Closing Call to Action for the New ARF: Action Steps from Times Square to Your Desk Main Stage: Broadway Ballroom, 6th Floor Gayle Fuguitt, CEO and President, The ARF Lessons learned, stories told, thank you, and adieu. | |||||
| 2:15–5:30pm | Make Your Mark Research Impact Workshop – Young Pros Limited Exclusive Event Manhattan, 8th Floor Robert Atencio, Global VP of Consumer Insights, Pfizer Jake Beniflah Ph.D., Executive Director, The Center for Multicultural Science Gayle Fuguitt, CEO and President, The ARF David Rabjohns, CEO, MotiveQuest Shelley Zalis, CEO, Ipsos Open Thinking Exchange Meet industry leaders who have made an impact on the insights and analytics industry and learn how you can make your mark. In a series of table discussions, you have the unique opportunity to hear from pre-eminent pros. Cocktails to follow. | |||||
