Research & Measurement

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. ASPEN DENTAL MANAGEMENT: BUILDING A WORLD CLASS ANALYTICS CENTER FROM THE GROUND UP (9:45-10:45AM)
Christopher Doyle, Director of Pricing and Market Analysis – Aspen Dental Management Inc., will share learnings discovered on the path to building a robust analytics program within the healthcare industry. The two main topics will include how to build an analytics team from the ground up and identifying the low hanging fruit of your organization.

Speaker:
Christopher Doyle, Director of Pricing and Market Analysis – Aspen Dental Management Inc.


II. BOT FRAUD UPDATE (11:00AM-12:00PM)
In December 2014, ANA and White Ops released the results of the largest baseline study of its kind. The 60-day study of bot fraud found that video inventory averaged 23 percent bot traffic and display inventory averaged 11 percent bot traffic. There were 36 ANA member companies who participated in this initiative. In this session, ANA Research & Measurement Committee members will get the latest update on bot fraud along with actionable learnings and insights.

Speaker:
Michael Tiffany, Chief Executive Officer – White Ops


LUNCH (12:00-12:45PM)


III. THE IMPACT OF TV ADVERTISING SPEND ON ROI FOR CPG BRANDS (12:45-1:45PM)
Because of the sensible desire to experiment in digital, social and mobile media, and the difficulties Consumer Packaged Goods companies face due to the economy and competition from private label brands, CPG companies have been taking money out of TV budgets. This shift has left many advertisers wondering whether it is actually beneficial to reallocate money out of TV, the medium that has been driving CPG sales for half a century. In this session, TiVo Research and 84.51° will share the results of a new study that shows the impact of decreased TV Ad Spending on Brand Sales, drawing a direct link between TV advertising spend and ROI for brand advertisers.

Speakers:
Brian Katz, SVP Audience & Purchaser Insights – TiVo Research
Betsy Rella, VP Research – TiVo Research
Cody Stripling, Media Analyst – 84.51°


IV. NEED FOR INDEPENDENT/THIRD-PARTY MEASUREMENT (2:00-2:30PM)
ANA recently conducted a survey among client-side marketers to get a baseline understanding of awareness and receive input around the value of independent third-party measurement for viewable impressions for digital advertising by the overall ANA member community. In this session, we will share the results and ask ANA Research & Measurement Committee members to share their thoughts on this issue.

Facilitator:
Marni Gordon, SVP – ANA