Audience Measurement 5.0 Program Committee

Audience Measurement 5.0 Program Committee

Jim Dravillas

Head of Advertising Research, Google
Jim joined Google in 2010 as Head of Advertising Research. He provides innovative measurement and research solutions that illuminate the value of digital media and advertising to Google’s. Prior to Google, Jim spent over a decade building a first-class digital measurement and research practice at Ogilvy.  He has a breadth of industry experience and has implemented advertising measurement, testing, and analytic solutions across nearly every business category. Jim has been at the vanguard of digital measurement since the early years of online advertising.   He co-founded Ogilvy’s search consultancy practice in 1999, and his teams have been involved in many online advertising industry firsts along the way.  In conjunction with leading industry vendors, he has designed and implemented some of the very first controlled measurement of advertising impact in:  online video; WAP advertising and mobile websites; live mobile television, and VOD. Jim serves as a leading consultant to the online analytics and research community.

Giovanni Fabris
Managing Partner, Fabris Media Marketing Services
Giovanni’s consultancy provides support to advertisers and industry organizations in the management of key factors maximizing return of media investments: Media Research, Strategies, ROI analyses, Advertiser-Agency relationships, Education and Training. His experience was built with ad agencies for almost 18 years, as a global marketer at McDonald's. As VP International Media, he supported the Marketing teams of 50+ international Countries, with special focus on Asia and the Middle East. As a member of ESOMAR (since 1979) and the ARF, Giovanni participates actively in industry initiatives and events. He was born and attended university in Florence, Italy. He has worked in Paris, London, the USA, Hong Kong, and is virtually tri-lingual in Italian, French, and English.

Betsy Frank
Chief Research & Insights Officer, Time Inc
Betsy Frank was named Time Inc.’s chief research and insights officer in April, 2006.
In this role Frank oversees all of Time Inc.’s research efforts, for the first time integrating its consumer and marketing research organizations, and is responsible for driving strategic insights across all of the company’s brands and businesses on multiple platforms. Before assuming her role at Time Inc., Frank was executive vice president of research and planning for Viacom where she supported the creative and business goals of the cable and film divisions by creating original consumer research strategies. Frank joined MTV Networks in 1997 as executive vice president of research and planning. She is credited with building MTV Networks’ research department into an industry leader, and with producing numerous groundbreaking studies and analyses, including the often-cited “Leisure Time Study” on consumers’ evolving media and entertainment habits. Her methods of research design and analysis encouraged new ways of understanding consumer preferences and trends industry-wide.

Gian Fulgoni
Chairman and Co-Founder, comScore
Mr. Fulgoni is Executive Chairman and Co-founder of comScore Inc. (NASDAQ:SCOR), the global leader in measuring the digital world. Mr. Fulgoni serves on the boards of PetMed Express (NASDAQ:PETS), the nation’s largest pet pharmacy; InXpo, the leading supplier of technology for hosting virtual events; the Advertising Research Foundation (ARF); and the North American Foundation for the University of Manchester (NAFUM). In 1991 and again in 2004, Mr. Fulgoni was named Illinois Entrepreneur of the Year, the only person to have twice received that honor. In 2008, Mr. Fulgoni was inducted into the Chicago Area Entrepreneurship Hall of Fame, joining such luminaries as Leonard Lavin, founder of Alberto Culver and Gordon Segal, founder of Crate & Barrel. Also in 2008, Mr. Fulgoni was named an Ernst & Young® Entrepreneur of the Year.

Bruce Goerlich
Chief Research Officer, Rentrak Corporation
During his 25 year career with leading advertising agencies, Mr. Goerlich has been a driving force in the development of new and actionable media research approaches including the adoption of new media technologies, TV optimization, econometrics and understanding consumer lifestyles. Most recently, Mr. Goerlich was the President of Strategic Resources at ZenithOptimedia, North America. Additionally, he has served as Chairman of the Advertising Research Foundation (ARF) and was the President of the Market Research Association. Mr. Goerlich is a frequent speaker and contributor to research industry forums, including the European Society of Marketing Research and the American Marketing Association. His published works include a co-authored paper, presented at the 2001 International Print Research Symposium, on using Internet techniques for print research, which won the Chairman’s Award. Mr. Goerlich graduated from Williams College and done graduate work at Washington University and the New School for Social Research.

Carley Graham Garcia
Industry Relations, Google, Inc.
As a member of Google's Industry Relations team, Carley manages day-to-day relationships with advertising industry groups, in order to maximize Google's participation and better align the company's business and policy objectives. Prior to joining Google in 2007, Carley was the Director of Advertising Sales at National Journal Group in Washington, DC, and was focused on issue advocacy advertising. She has also held positions in the Integrated Advertising Sales Group at The Atlantic magazine and within the marketing department of The Advisory Board Company.Carley holds a BA from Georgetown University and an MBA from the Stern School of Business at New York University.

Bill Harvey
Founder & President, TRA, Inc.
Bill Harvey has led the way in media research with special emphasis on the New Media. Bill invented the Area of Dominant Influence or ADI, an audience-based definition of television markets that Nielsen emulated as the DMA. Founder of Next Century Media and New Electronic Media Science; first to turn set top data into TV audience data to media research standards; leader of standard setting process in media measurement through ARF, AAAA, ANA; former executive of Arbitron, Interpublic, Grey Advertising, and OpenTV. Inventor of addressable commercials and passive peoplemeter concepts, developed first automated marketing mix modeling system for General Foods. Harvey is one of the co-founders of TRA, the first company to be able to measure the sales effects of regular TV advertising on an ongoing basis. After launching TRA’s massive national sample in mid 2009, the company has created an enormous stir within the media industry and has attracted a blue chip clientele of leaders such as Procter & Gamble, General Mills, CBS, and many others. TRA is one of five companies chosen by the Consortium for Innovation in Media Measurement (CIMM) for development of the future measurement services for the media industry.

Mike Hess
EVP Research, Marketing Science, and Consumer Insights, Carat
Mike oversees Carat’s activities in marketing science and consumer insights for the US and has a particular focus in the integration of classic offline data with digital data sets. Before joining Carat, he was Global Research Director at OMD, where he introduced tools that fused psychographic segmentation with media consumption. He also conducted a number of global studies with partners such as Yahoo! and AOL’s Platform A. Before that, Mike was Senior Vice President/Chief Research Officer with the NFO unit of the integrated TNS-NFO research firm. There he consulted on various forms of survey research including advanced analytic techniques such as conjoint analysis, volume forecasting, segmentation, virtual shopping designs and the integration of Behavioral research with Attitudinal research. In addition, he was the global expert for TNS in the understanding of how consumers make decisions at Retail, and, in that role, developed models that linked consumer brand loyalty to the retail shelf decision-process.

Susan Hogan

Director, Research & Sales Development, Martha Stewart Omnimedia
Susan joined Martha Stewart in 2006 to launch a marketing research department for MSLO’s print properties. Four years later, the Sales Marketing Research team is fully cross-platform and cross-brand, managing and measuring audience and advertiser metrics across all MSLO media (print, digital, TV and satellite radio). Their work also includes:  consumer insight studies, online panel surveys, cross-platform advertiser studies, and thought-leadership studies, the latest of which—Opportunities to Capitalize on Social Engagement—helps advertisers understand the mindset and behaviors of women 21-54 hosting 325+ million celebrations and spending upwards of $200 billion on those events in our country, each year. Prior to MSLO, Susan worked for four years as a marketing consultant for Conde Nast, Time Inc., and National Geographic. In 2001, she transitioned a traditional print stock photography house into the first business-to-business e-commerce site.  Susan spent nearly five years with Cahner’s Travel Group—hired as Travel Weekly’s Marketing Director and quickly promoted to launch an in-house marketing agency for the Travel Division. Susan is active in both the ARF and OPA, and is a member of the MPA and IAB. She is also an adjunct professor of advertising/marketing at The City College of New York.

Lung Huang
VP of National Account Services, Arbitron
As Arbitron Inc.'s Vice President, National Account Services division, Lung Huang, where he handles both agency and broadcaster client for Arbitron. Lung pioneered the ethnic audience marketing within the Chinese market in the US with opening New York and Los Angeles markets for Chinese Ratings. He also oversaw the development of the Arbitron PPM Retail test that captures retail and event exposure and media. In addition, he has brought Radio Disney to a multiplatform measurement, which is first for the company. He is currently working with sports marketers, broadcasters and major advertisers to explore ways of incorporating their marketing needs into the development of Arbitron's multi-media electronic audience ratings measurement device -- the Portable People Meter.Prior to joining Arbitron, Lung worked for Young & Rubicam's, The Media Edge in New York, Norm Marshall and Associates in Burbank & MTV in New York. Lung holds a Bachelor’s degree in Business Administration from the University of Kansas and resides in New York City with his wife Courtney. They recently welcomed their first child, Parker Paige last August.

Greg Kahn
EVP, Business Development Director, Optimedia US
Greg Kahn has worked in the media industry for nearly 15 years. As EVP, Business Development Director, Greg is responsible for driving Optimedia’s growth strategy and offering in the US, in addition to overseeing its LA office. He also manages the agency’s Strategic Insights and leads a team of dedicated experts who focus on melding the agency’s research and communications planning disciplines to drive custom, one-of-a-kind solutions across the firm’s clients—including T-Mobile, L’Oreal, Rhapsody, and Denny’s. Previously, Greg served as Vice President, Research and Strategy at PHD Media (a subsidiary of Omnicom), where he provided marketing strategy and media allocation consultation to Discovery Communications’ 14 networks. Earlier in his career, he co-founded and served as president for filmBUZZ, a market research consultancy for filmmakers and distributors. His experience also includes several years with Showtime Networks, YouthStream Media (acquired by Alloy, Inc. in 2002) and the Kwasha Lipton Group (part of PriceWaterhouseCoopers).

Ed Keller
CEO, Keller Fay Group
Ed Keller, CEO of the Keller Fay Group, has been called “one of the most recognized names in word of mouth.” The publication of Keller's book, The Influentials has been called the "seminal moment in the development of word of mouth." Keller is a Board member and past President of the Board of the Word of Mouth Marketing Association (WOMMA), a board member of the Advertising Research Foundation, and a member of the U of Pa’s Annenberg School’s Alumni Advisory Board. He is Past President of the Market Research Council, and has lectured on word of mouth marketing at Wharton, Columbia Business School, NYU’s Stern School, and other leading universities. Keller speaks frequently to business audiences about word of mouth marketing, and is quoted frequently in the trade press.

Richard Marks
Global CEO, Kantar Media Audiences
Richard Marks is responsible for TV, Radio and Internet measurement services in over 30 countries. Kantar Media is a part of the Kantar Group, one of the world’s largest market information providers. Richard is responsible for driving innovation and strategy across the audience measurement sector. Richard has clocked up over twenty years in media research after gaining a Masters degree from the London School of Economics. By the late 90s he was Managing Director in the UK of RSGB Media – latterly TNS Media. During a five year period, projects conducted by TNS Media won an unprecedented six major industry awards. Groundbreaking surveys overseen by Richard include the BBC Daily Life survey and IPA Touchpoints. In 2004 he moved within TNS to become Global Director of Research & Business Development in TNS Media Research. He led the team that won the UK BARB Television Audience Measurement contract which went live in January 2010. Richard is currently based in London and is a regular speaker at international media conferences.

Mainak Mazumdar
SVP, Global Measurement Science, The Nielsen Company
Mainak Mazumdar is the Senior Vice President at the Nielsen Company with responsibility for global measurement science organizations across Online, Mobile, Claritas and Spectra businesses. In this role, Mainak is responsible for measurement strategies, innovation and quality for the emerging businesses. Previously, Mr. Mazumdar held executive positions with Jupiter Media Metrix, DoubleClick, Millward Brown Interactive and VNU. Mr. Mazumdar received his Master and Doctoral degrees from Brown University.

Radha Subramanyam

Vice President, Head of Corporate and Media Research, Yahoo!
Radha Subramanyam is Vice President, Head of Corporate and Media Research for Yahoo!. She spends much of her time on thought leadership efforts for Yahoo! as well as the industry, focusing on how media forms and consumer tastes are evolving and how advertising and measurement need to evolve in this shifting landscape. Prior to joining Yahoo! in 2008, she spent several years at MTV Networks overseeing strategic research and planning for a range of television channels and digital properties. She began her Media research career at NBC Universal. Radha is a widely published and award winning researcher. In a past life Radha served in the faculty of the Tisch School of the Arts at New York University and at Vassar College. Radha earned a Ph.D in Radio, Television, and Film from Northwestern University. She currently lives in New York City with her husband, young daughter and even younger son.

Jack Wakshlag
Chief Research Officer, Turner Broadcasting System, Inc.
Jack Wakshlag is among the leading research analysts in media today. His portfolio includes all research supporting Turner’s strategic development, marketing, distribution and ad sales. Previously, he was head of research for The WB television network and associate professor of telecommunications at Indiana University. The author of numerous articles and textbook chapters, Jack is a board member of Wharton School’s Future of Advertising Project, is a Steering Committee Member of the Board of The Council for Research Excellence, and received a distinguished Alumni Award from Michigan State University.

Leslie Wood
President, LWR, Inc.
Consistently on the “cutting edge” of key media research and planning innovation over the past 25 years, Leslie is currently the president of Leslie Wood Research. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council and Marketing Modelers Group. She is currently Co-Chair of the ARF’s 360 Media & Marketing Super Council and has authored two articles for the JAR. Leslie’s areas of expertise include media fusion, single source data, data integration, reach and frequency and media optimization. Leslie Wood Research (LWR) is a media research consulting company offering two main areas of service: general media research consulting and programming and designing proprietary media systems that are simple to use and bring sophisticated thinking to communication planning and buying. LWR offers vast experience in media research, with programmers, statisticians, modelers, knowledgeable industry consultants, data processing/data entry staff and access to many industry services and data.


Watch ARF Videos on YouTube!