ARF Engagement Council
Upcoming Meetings
WEDNESDAY, NOVEMBER 19, 2008 • 2:30–4:30 PM EST
Past Meetings
AUGUST 20, 2008
In Chicago – Consumer Behavior and Influencing Bottom Line
Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.
During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints.
PRESENTATIONS
Multi-Media Engagement Study (PDF, 404kb)
Engagement Mapping (PDF, 2.1mb)
MAY 22, 2008
Moving Engagement Forward
The new Engagement Council is spearheading the effort to:
- Move Engagement from a Research focus to an Advertiser focus
- Move Engagement from a Theory perspective to an Action perspective
The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:
Turning on a prospect to a brand idea enhanced by the surrounding context.
It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors. While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.” To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.
Generating relevant behavior with the customer or prospect.
During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.
PRESENTATIONS
There is No EScore (PDF, 260kb)
How Do You Measure Engagement?
Engagement & Beyond (PDF, 276kb)
MARCH 20, 2008
Engagement Moves from Theory to Practice
The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.
PRESENTATIONS
Engagement Moves from Theory to Practice (PDF, 1.5mb)
Moving Engagement from Theory to Practice (PDF, 27.2mb)
Council Chairs
Greg Whiteman – United States Postal Service
Greg has a BA from Dartmouth College, a Master of International Studies from the School of Advanced International Studies, The Johns Hopkins University, and an MBA in Marketing from The George Washington University.
Greg has held a series of executive management positions in Product Management, Sales, Market Research, and Marketing Planning.
Currently Greg is the Manager, Market Research in the Market Strategy and Support Group in the Marketing group. He is responsible for the ongoing market research, market and competitive analysis, customer analytics, and segmentation analysis and planning.
Council’s mission
The mission of the Engagement Council is to provide an industry-leading peer discussion forum, for the continuous refinement and application of the Engagement construct.
Specifically, the Engagement Council will:
1. Provide a place where innovative research, critical thinking, and demonstrations of ‘engagement in use’ can be presented, discussed, and assessed
2. Solicit and organize contributions to a body of knowledge on Engagement which will be disseminated to the industry by the ARF and its association partners
3. Where necessary, the Council will propose research initiatives and develop funding support for them.
Meeting/registration notes
When registering via e-mail, please include the meeting you wish to attend, your name and title, company, and contact information.
Council meetings are open to ARF members only. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
The Advertising Research Foundation
432 Park Avenue South
6th Floor
New York, NY 10016-8013