Measurement & Accountability

A MARKETER'S GUIDE TO THE MEASUREMENT MARKETPLACE
There has been no shortage of news going on in the measurement industry, and we are ready to break it all down. This committee meeting will address the increased currency discussions, various media measurement players, and hot topic issues in the measurement world. In addition, we'll look at the industry's array of vendors and their varying capabilities. Marketers will walk away with a clear guide to the measurement marketplace and insights that will prepare them for upfront measurement discussions.

I. WELCOME & INTRODUCTIONS: (11:00 – 11:15 AM ET) 
Committee Co-Chairs: Greg Pharo, Sr. Global Director, Holistic Communications & Marketing, Coca-Cola and Renee Milliaressis, Chief Media Officer, Colgate-Palmolive

II. BEYOND THE TRENDS: HOW TO TAKE ACTION IN ADVERTISING FOR LASTING IMPACT (11:15 – 11:50 AM ET)
The levels of complexity reached in marketing over the last several years have brought us into an unprecedented ecosystem. The long-standing debates about the role of marketing in driving business performance have compounded with an increasingly evolving landscape. So, how can businesses look beyond the trends to take action for last impact? Trent Huxley, Senior Director at Analytic Partners, will answer that question and more in this session.

Attendees can expect to walk away from this session with an understanding of:

• The importance of focusing on both short and long-term KPIs
• How to build a strategy that takes into account all aspects of the marketing funnel
• The importance of an iterative strategy that allows room for test-and-learn solutions

Speakers:
Trent Huxley, Senior Director, Analytic Partners

III. INSIDE THE CURRENCY JUNGLE – A MEASUREMENT PERSPECTIVE (11:50 – 12:35 PM ET)
An update and perspective on media currency discussions in the industry that will prepare marketers for upfront discussions. 

Speakers:
Nathalie Bordes, EVP, Measurement for Marketers, ANA
Artie Bulgrin, Consultant to the ANA

IV. OUTLINE OF AUDIENCE MEASUREMENT VENDORS IN THE MARKETPLACE (12:35 – 12:50 PM ET)
A marketer’s guide to players in the industry, what their capabilities are, and the questions to ask.

Speakers:
Nathalie Bordes, EVP, Measurement for Marketers, ANA
Artie Bulgrin, Consultant to the ANA