Webcasts on Demand
Note: ARF Webcasts on Demand are available 2 weeks after the recorded live webcast.
WEDNESDAY, FEBRUARY 24, 2010
Re:think 2010 Preview Webcast:
Viral Marketing: A Large Scale Field Trial
Presented by: Aliza Freud – Founder & CEO, SheSpeaks and Andrew Stephen - Asst Professor of Marketing, INSEAD
Experience the high caliber of learning available at the Re:think 2010: The Annual ARF Convention + Expo key issue forums with our complimentary Re:think 2010 Preview Webcasts.
How does the effectiveness of viral marketing compare to that of traditional media? What is the relation between online and offline social interactions in viral marketing campaigns? What characterizes the most active members in a viral marketing campaign? We will present the findings of a large-scale field trial performed in the context of the launch of a new cosmetic product to answer these questions and more… and the results may surprise you!
FEBRUARY 4, 2010
Brand Monitoring in the Real-Time Era: New Tools for the New Year
Presented by: Marty Yaskowich – Business and Strategy Director, Tribal DDB; Lauren Rowe – Digital Strategist, Tribal DDB; Steve Rappaport – Director, Knowledge Solutions, ARF; Chris Damsen – VP Americas, Netvibes
As we enter the real-time era, brand marketers must navigate an ever widening and rapidly flowing stream of live news feeds, Tweets, user generated content, comments and more that comprise the consumer voice of their brand. Increasingly, brands are looking to agencies for help in better understanding and navigating this sea of real-time conversation on a day-to-day basis. Hands-on presentations will showcase ARF’s and other NetVibes customers’ solutions that quickly build and deploy customized dashboards that help clients monitor real-time media, engage consumer audiences, and share industry expertise.
Attendees will also receive exclusive access to try out Netvibes Premium Dashboards, the publishing tool that lets agencies build their own brand rooms and expert media portals in just minutes, with zero programming.
Key topics include:
- New Client Expectations for the Real-Time Web: Why brands are looking at agencies as sources of real-time expert knowledge and technology solutions
- Adding Real-Time Value: How agencies can offer their own branded media dashboards as a value-added service to help clients better understand the real-time consumer voice of their brand and save time by automating the collection of everything related to a brand on the Web all in one place--from analytics to actual user generated content
- Agency Brand Rooms: How WeissComm Group created their own "brand rooms" to deliver up-to-the-minute news and actionable insights to clients about their brand
- Community Portals: How Tribal DDB built ConnectionsForLife, a social media portal that's engaging prospective international students of the University of British Columbia through the power of personalization
- Sharing Real-Time Knowledge: How The ARF published Morning Coffee, a real-time knowledge portal that gathers all of the latest industry news and research in one place
- Personal Dashboard Publishing 101: Live demos of Netvibes Premium Dashboards, a new tool that makes it easy for agencies to rapidly build and publish their own real-time brand rooms for clients (with zero programming!)
WEDNESDAY, FEBRUARY 3, 2010
Re:think 2010 Preview Webcast:
The Twittosphere: Using Twitter as a Natural Research Tool
Presented by: Karina Besprosvan – Research Manager, Omnicom Media Group and David Oyarzun - Senior Strategic Planner, DDB
Free for both Non-Member and Members of the ARF
Experience the high caliber of learning available at the Re:think 2010: The Annual ARF Convention + Expo key issue forums with our complimentary Re:think 2010 Preview Webcasts.
In the words of his founder, Jack Dorsey, Twitter is not a social network, but a new way of communication. Twitter is a natural platform to understand and research what people are doing, thinking, using or talking about. But what is Twitter? And what do Twitterers twitter about? Like a lot of Web 2.0 applications, the best way to understand it is to just try it out. So we entered the Twitter world, and our research findings will help you discover how to use Twitter as a research tool, from ethnographic analysis to semiotics
Webcast Recordings
Selected webcast recordings are available upon registration at My ARF. Recordings are free for ARF members and $199 for non-members. After registering for a webcast, you will receive an e-mail with a link and password to view the recorded event.
Note: Webcasts recordings are available two weeks after live webcast and six months after.
FEBRUARY 2, 2010
10 for 2010. Top Digital Trends for 2010
Presented by: Ken Mallon – SVP Custom Solutions, Dynamic Logic. Member, Millward Brown/Dynamic Logic Futures Group
Search, mobile, social networks, new ad sizes – so much happening in the digital space. Find out what the Millward Brown/Dynamic Logic Futures Group thinks will be some of the top digital trends to watch out for in 2010. Keep in touch with the latest developments and ideas for how these digital trends can and will shape your future advertising and media decisions.
JANUARY 21, 2010
An Introduction to Commercial Semiotics
Presented by: Alfie Spencer – Project Director, Flamingo International UK Head, Flamingo Semiotics
Often relegated to elementary logo dissection, or associated with obscure academic musing, commercial semiotics has become a misunderstood ‘lost art’ rather than a practical research tool.
This Flamingo International session will give you a brief introduction to commercial semiotics –the application of cultural theory and criticism to branding, marketing, advertising communications and design. We will discuss the basic principles and techniques of commercial semiotics, and show how these help us gain cultural insight and inspire future-facing marketing & creative. The session will feature case studies showing how these principles and techniques were used successfully.
TUESDAY, JANUARY 12, 2010
ARF Industry Leader Forum Preview:
Listening to the Consumer: Is Social Media the New Market Research?
Presented by: Lynne d Johnson – SVP, Social Media, The ARF
Free for both Non-Member and Members of the ARF
Social Media is free marketing research—people are using blogs, Twitter, video, Facebook, forums, and other social networking sites to talk about brands without companies having to pay them to find out what they like or dislike. Because of this, social media monitoring of your brand offers real-time feedback for conducting brand and customer satisfaction research, as well as competitive intelligence. In this webcast learn how brands successfully mine online activity to:
- Gain customer insights
- Test new product ideas
- Improve existing products
- Drive brand growth
DECEMBER 15, 2009
Who is the Green Consumer?
Presented by: Scott Turner, Senior Vice President/Agency Sales, MRI
The Natural Marketing Institute (NMI) says that the “green” consumer marketplace—a $200+ billion industry—is on track to jump to $845 billion by 2015. Learn about MRI’s partnership with the NMI to provide comprehensive insights into the five consumer segments that make up the “Lifestyles of Health and Sustainability.”
DECEMBER 10, 2009
Learning from Winners: Using Market Research to Drive Advertising Success
Presented by: Raymond Pettit, SVP, Research & Standards, The ARF
Learn the principles and practices for using research to drive successful advertising from his best-selling book “Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success”. This Webex was adapted from a half day workshop presented at the Executive MBA Program at the University of Illinois, Champaign-Urbana in 2007. It includes excerpts from the book, and three cases studies – Lexus, IBM, and Microsoft – that clearly demonstrate the effective use of market research in driving advertising success. Participants will benefit from a behind-the-scenes look at what it takes to be an Ogilvy Winner!
DECEMBER 3, 2009
Adoption of Social Media for Marketing and Business Development
Presented by: Kristin Luck, President – Decipher, Inc.; Dana Stanley - The Operandi Group
Discover how Web 2.0 social media platforms such as Facebook, LinkedIn and Twitter are revolutionizing marketing and business development. Many researchers are being called on to measure the impact of these relatively new tools, but are they taking the advice they’re giving to clients? To what extent is the marketing research community using these tools for its own business development efforts? Results will be shared from a new survey among marketing researchers measuring the adoption of social media for marketing and business development. Learn industry adoption and usage of both existing and emerging communication modes and social networking sites for marketing and business development activities.
NOVEMBER 24, 2009
Testing Multiple Sampling Channels
Presented by: Keith Price, President of Toluna/Greenfield Online & Carrie Angiolet Vice President, Client Services Illuminas & Andrew Elder Vice President, Marketing Sciences Illuminas
Join this webinar to view a case study presentation aimed at understanding the similarities and differences in response obtained from various sources the effect this has on data. Greenfield Online/Toluna engaged Illuminas to conduct Research On Research (ROR) to understand the impact that different communications channels have on sampling. The findings have changed people’s behavior and perspective on how to obtain sample and engage respondents.
NOVEMBER 19, 2009
Social Media, Traditional Media, Paid Media, Unpaid Media.
How to measure and analyze results ... how best to achieve optimal integration ... how can your company improve ROI performance?
Presented by: Jonathan Kopp, Global Director, Ketchum Digital; Gary Getto, VP Integrated Media Intelligence, VMS; Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi Wellness
The ARF & VMS invite you to hear industry experts answer these timely business questions.
- How should social media be measured?
- How does it impact unpaid media and advertising?
- How will it evolve in the future?
A panel of media authorities will share their findings, case histories and expertise on this influential topic for today’s big business. Our panel experts will include:
- Jonathan Kopp, Global Director, Ketchum Digital – Jonathan will speak about his experiences as one of the key architects behind Obama’s enormously successful social media election campaign.
- Gary Getto, VP Integrated Media Intelligence, VMS – As the innovator and developer of the revolutionary VMS Vantage Platform, Gary will offer business solutions that address the need for integrated marketing across advertising and PR.
- Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi Wellness – Johanna will be discussing the influence of String Theory on Integrated Marketing Media.
NOVEMBER 17, 2009
Mobile Audience Measurement: Navigating an Evolving Market
Presented by: Evan Neufeld – comScore's VP + Senior Analyst, Mobile
The second panel in our series on mobile marketing, this panel will provide invaluable insight to marketers about how to best navigate across the complex landscape of audience measurement tools and practices currently deployed on device. Topics to include:
- The application and usage of survey based measurement tools
- Understanding the unique role of device types in audience measurement
- Understanding modality of usage from a marketing perspective
- The advent of census based measurement in mobile environments
- Cross platform measurement
- The Future of Audience Measurement
NOVEMBER 12, 2009
Social Media’s Impact on Brand Decision Making
Presented by: Thomas Malkin, President of GeeYee
GeeYee will illustrate how social media, when quantified at a more granular, topic-based level (i.e. product feature or issue), can provide unique directional insights and rich data visualization. Case studies covering consumer electronics, consumer packaged goods, and pharmaceutical will be shared.
GeeYee provides a social media analysis service that empowers organizations to more efficiently measure, discover, and derive insights from the vast amount of constantly changing social media. For more information, please visit www.geeyee.com or call Thomas Malkin at 312-860-4393.
NOVEMBER 10, 2009
Consumer-Centric Market Research: Understanding Real People in an Online Era
Presented by: Julie Wittes Schlack, SVP Innovation and Design, Communispace and Manila Austin, Ph.D., Director of Research, Communispace
Marketing is redefining itself. We’re moving from the “Ps” developed in the 1950s—Product, Place, Price, and Promotion—to a furious proliferation of “Cs” in the 21st century: Customer, Connection, Collaboration, Creativity, and Community. And as marketing is re-inventing itself, to ensure its ongoing relevance, market research must do the same. Traditional market research was born out of mid-20th century methods—sample survey and experimental designs, where objectivity, quantification, and bias reduction/elimination were the goals. But are those achievable or even relevant objectives in the Web 2.0 world, where connectivity is king and “group think” is just one tweet away?
In this webinar, Communispace—the industry leader in private online communities for insight and co-creation—will demonstrate through their client stories, proprietary research, and secondary investigation how online communities as a research methodology transcends the qual/quant divide and challenges conventional models for understanding data validity and bias. They’ll address questions about what communities can and cannot do, the vulnerabilities and the strengths of communities compared to traditional market research methods, and how communities can bring new life to market research. During the last part of the session, Communispace will facilitate an interactive discussion with webinar attendees, intended to provide a starting point for ongoing conversation about how market research will evolve and adapt to remain relevant in a rapidly changing business environment.
OCTOBER 27, 2009
Testing Multiple Sampling Channels
Presented by: Keith Price, President of Toluna/Greenfield Online
Join this webinar to view a case study presentation aimed at understanding the similarities and differences in response obtained from various sources the effect this has on data. Greenfield Online/Toluna engaged Illuminas to conduct Research On Research (ROR) to understand the impact that different communications channels have on sampling. The findings have changed people’s behavior and perspective on how to obtain sample and engage respondents.
OCTOBER 21, 2009
“Search and Succeed” with the ARF’s PowerSearch and Morning Coffee
Presented by: Steve Rappaport, Knowledge Solutions Director, The ARF
You just got the urgent question. Where do you first turn for learning? If you’re like most searchers, you go to a popular search engine or try to find sites that have information you need – we call this “searching and hoping.” But as an ARF member, you can “search and succeed” by using the industry’s best – and only – search engine devoted to advertising, media and marketing research – PowerSearch. Bringing together the finest content from the ARF and 50 other sources, PowerSearch should be your first stop. We’ll also showcase Morning Coffee – a collection of the web best sources for advertising, marketing and media that complement PowerSearch. Join Knowledge Solutions Director Steve Rappaport (creator of PowerSearch and Morning Coffee) for a demonstration on ways these tools can be keys to your search success. You’ll learn:
- What PowerSearch is
- PowerSearch sources
- Searching
- Understanding PowerSearch results
- A few advanced search methods to refine, narrow or expand your search in Morning Coffee
OCTOBER 20, 2009
Wired: Connecting to the Mobile Marketing Revolution
Presented by: Evan Neufeld, comScore’s VP + Senior Analyst, Mobile
Mobile advertising is still in its infancy but it is expected to grow to $5.7 billion in the next five years. Where are the early successes and how can you profit from this personal and highly targetable platform? Evan Neufeld, VP + Senior Analyst, Mobile at comScore, reviews the still shifting ground of the mobile marketplace with insights grounded in a deep understanding of consumer trends, marketplace developments, and best practices. During this webinar, Evan reviews key consumer usage and adoption trends that are helping to make the mobile environment an effective marketing platform, including:
- How has the explosion in mobile applications impacted mobile marketing practices?
- What impact will this most recent wave of smart phones have on mobile video and other more immersive adverting environments?
- What types of advertising works best on "dumb" phones?
- Which marketers are actually advertising in mobile and which sellers are attracting the most revenue?
SEPTEMBER 30, 2009
The Good, the Bad and the Ugly of New Product Innovation – How and When to Do it Right
Presented by: Carol Sherry – Curator, NewProductWorks Collection, GfK Strategic Innovation
Ever wonder "what were they thinking" about a new product introduction? The NewProductWorks Collection of over 110,000 consumer packaged goods from around the world, collected over 30+ years, holds many successful, not so successful, and truly "ahead of their time" innovation examples. Join us for a "tour" and learn how our Collection and our work help predict where a category might go in the future.
SEPTEMBER 16, 2009
Back to School for Magazine Advertisers: Why Magazines Need to Move to Ad Ratings
Presented by: Julian Baim, PhD – Executive VP, Chief Research Officer, Mediamark Research & Intelligence
Join this discussion about the magazine industry’s evolution towards an ad measurement model, which shifts the focus from vehicle reach to advertising reach as the leading ROI metric. Dr. Baim will introduce MRI’s AdMeasure, the game-changing ratings service that estimates the number of people who saw and responded to a specific ad in a specific issue of magazines, so that magazines can fully promote the medium’s value to advertisers. This webinar will explore how this new model could enhance magazines’ ability to compete in the media marketplace and grow market share, especially versus TV and the Internet.
SEPTEMBER 9, 2009
“Search and Succeed” with the ARF’s PowerSearch
Presented by: Steve Rappaport, Knowledge Solutions Director, The ARF
You just got the urgent question. Where do you first turn for learning? If you’re like most searchers, you go to a popular search engine or try to find sites that have information you need – we call this “searching and hoping.” But as an ARF member, you can “search and succeed” by using the industry’s best – and only – search engine devoted to advertising, media and marketing research – PowerSearch. Bringing together the finest content from the ARF and 50 other sources, PowerSearch should be your first stop. Join Knowledge Solutions Director Steve Rappaport (and creator of PowerSearch), for a tutorial on accessing and using this tool.
You’ll learn:
- What PowerSearch is
- PowerSearch sources
- Searching
- Understanding PowerSearch results
- A few advanced search methods to refine, narrow or expand your search
AUGUST 19, 2009
Emerging Operational Strategies: Getting Creative in Challenging Economic Times
Presented by: Kristin Luck – President, Decipher, Inc.
As we move toward Q2 of 2009, clearly the market research industry is experiencing the impact of the recession in the US and around the world. We hear daily about the firms that are making it (some that are actually experiencing growth!) and those who are struggling. Many firms are, given the economic climate, taking a more proactive, aggressive approach to managing their bottom line by addressing opportunities for overhead reduction and increased operational efficiencies.
Historically, many market research firms have managed operational functions such as HR, finance, data collection and data processing services internally. In recent years, many firms have moved away from an internal model and have focused on outsourcing or off shoring opportunities with varying levels of success. Although off shore firms have provided a great deal of financial savings for US based firms, concerns about quality, changes in exchange rates and efforts to boost the US economy are driving many US research firms back to the states. For those firms that have maintained an in house operational infrastructure, fluctuating revenue streams are offering less protection against the overhead of maintaining a full time staff.
Both of these scenarios are presenting market research firms with unique challenges:
- How can overhead costs be controlled while still maintaining quality?
- Are there opportunities to maintain your existing in-house staff while reducing overhead?
- What unique challenges (and benefits!) do a more mobile generation of employees bring to the table?
- How are new/emerging data collection methods changing the face of operations today?
- How can partnerships be effectively utilized while still maintaining quality and accountability?
In recent months, Decipher has been consulting with several firms who we believe at the forefront of some of these new approaches aimed at streamlining overhead and operational infrastructures in order to survive (and indeed, thrive!) without sacrificing quality.
In addition to reviewing case studies and outlining opportunities for outsourcing or restructuring, this lecture will include suggestions for implementation of these emerging methods (partner selection for outsourcing activities, telecommuting, virtual offices, job sharing, EDD programs, etc).
AUGUST 13, 2009
Quick Service Restaurants: A Full Year of a Highly Competitive Category’s Creative Communications In Review
Presented by:
Abby Puccini – Senior Research Analyst, Ameritest and
Becarren Schultz – Research Analyst, Ameritest
The category of Quick Service Restaurants (QSR) demonstrates an incredibly dynamic and competitive playing field in advertising. The constant rivalry among these restaurants, who are working to own their unique positioning and grow their share of the market with the help of advertising, is fierce and highly visible.
AUGUST 12, 2009
Intern-alizing Social Media
Presented by: ARF 2009 Summer Interns
How do millennials use social media? How do they see it evolving? The Advertising Research Foundation is proud to introduce its 2009 Summer Interns, presenting insights into the ever-changing world of social media. This webcast presents ARF members with a unique opportunity to see exactly how younger generations have used, currently utilize, and foresee how social media will change in the years to come.
WEDNESDAY, JULY 8, 2009
Quick, Cost-Effective, Detailed Insights: Introducing the New Optimum!nsight
Presented by: Jen Drolet – VP of Client & Moderating Services, iModerate Research Technologies
This webcast will introduce you to the new solution that is helping advertisers, researchers and marketers collect qualitative insight without the hassles and limitations of your typical methods.
Jen Drolet, iModerate's VP of Client and Moderating Services, will detail how this proven approach can help you achieve insights that are comparable to focus groups without stretching your budget or timelines. The presentation will include background on the development of this customized solution, a look at our qualitative heritage and a detailed walk-through of the solution and it’s distinct platform.
JUNE 30, 2009
Truth Behind the Words: What People REALLY Want from Marketers in Social Networks
Presented by: Rich Ullman, SVP, Marketing, Ripple6
Join this webinar and learn what consumers really want from marketers in social networks. Ripple6 will share insights into results of research conducted through their Social Insights product, centered around how people want to interact with marketers in social networks. The presentation will be 30 minutes in length, followed by a live Q&A.
JUNE 18, 2009
Saving Agencies Time & Money with Audience Measurement
Presented by: Lindsay Mure-O’Neill, GM, Aperture Product Group, Datran Media
During this webinar, audience measurement expert Lindsay Mure-O’Neill will outline the full measurement picture across demographics, psychographics, intent to purchase and purchase history. She will then address strategies and solutions focused on campaign optimization and monetization. During the webinar, network segmentation and how to hone in on audiences while eliminating wasted impressions will be discussed alongside illustrative cases. The presentation will end with a discussion around audience validation at the campaign level. The presentation has been designed to allow ample room for audience Q&A.
JUNE 11, 2009
21st Century Marketing: Neuroscience Meets the Internet
What’s Really Going on in the Minds and Brains of Consumers?
Presented by: Drew Westen and Joel Weinberger – Co-Founders, Thinkscan.com
The research is clear: Much of what we think and feel takes place unconsciously. So how do we find out what’s really going on in the minds of consumers? Drs. Joel Weinberger and Drew Westen explain how Thinkscan.com’s Neural Network Mapping™ and Gut Reactions Tests™ uncover the unconscious preferences and emotions that drive consumers to your product—or frighten them away. Thinkscan’s technology weds 21st century neuroscience with the speed and power of the internet. The result: Real-time access to consumers’ unconscious processes and “gut-level” feelings that allow you to fine-tune your marketing messages and maximize brand performance.
Drew Westen PhD, Professor of Psychology and Psychiatry at Emory University, is best-selling author of “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”. Joel Weinberger PhD, Professor of Psychology at Adelphi University, is an award-winning researcher and one of the world’s leading experts on unconscious processes.
JUNE 10, 2009
What Research Leaders Have to Say About the Impact of Research
Presented by: Joel Rubinson – Chief Research Officer, The ARF
In March, 2009, The ARF conducted executive interviews with 19 leaders of research and insights functions at major advertiser and media companies. The results may surprise you as new obstacles and opportunities to “what it will take to up our game” became clear. We are a profession that must move from “point A to point B” and what point B looks like will be shared at this Webcast by Joel Rubinson, Chief Research Officer of the ARF.
JUNE 9, 2009
Lessons Learned from Doing Research in the consumers Backyard
Presented by: Rich Ullman – SVP, Marketing, Ripple6
Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities. Our Social Insights? programs tap into existing natural environments, promoting comfort and encouraging participants to be more honest and open. For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant. Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard. Join us as we share our experience and learning from this revolutionary tool for listening and engaging.
JUNE 3, 2009
The Importance of Getting Beyond Big in Online Video: How to make 14 billion Streams a Month Count
Presented by: Join Tania Yuki – comScore
When it comes to making online video audiences targetable and valuable, big sweeping numbers and unfamiliar, ambiguous metrics such as ‘streams’ can mislead us into thinking that video is complicated, or that video audiences are somehow hard to understand and reach in meaningful, measurable and scalable ways.
Join Tania Yuki, comScore’s online video industry expert, to crack open the black box and go behind the stream, to the people who are being reached every day with something of value to them – quality, relevant video.
JUNE 2, 2009
The Birthplace of a Brand: How & Why One YouTube Video Can Instantly Create Worldwide Fame
Presented by:
Chuck Young – Founder, Ameritest
Jodie Lord/Adam Page – Research Analysts
You can’t live anywhere on the globe without having heard this story. In 10 days, one video distributed on Youtube gained more viewings than any other online video had in two years. The result, the unknown Susan Boyle, a 47 year old private citizen from a no-name-village inEngland, was catapulted into total Worldwide Fame in just over a week.
What about the film itself made this video successful? Why did so many people watch it and pass it on?
Ameritest will present their three dimensional analysis of the structure of the Susan Boyle video so that we can see the real power in understanding the syntax of moving film as we continue to use it as our most universal medium. Ameritest’s tools like the Flow of Emotion, Flow of Attention and Flow of Meaning will be demonstrated in the analysis of this worldwide video phenomenon. All aim at better understanding how to embed real branding moments and create long-term brand equity via visual communication.
MAY 28, 2009
Social Media Analysis: Finding the Path to New Insights
Presented by: Jim Nail,CMO – TNS Cymfony
Analyzing social media – the consumer comments in blogs, social networks, online reviews, etc – provides unfiltered insights into consumers’ true feelings. But questions remain: how reliable are the observations? How can they best be mined? When do the findings provide a good basis for action and when should other supporting data be sought? TNS Cymfony CMO Jim Nail will demonstrate best practices in social media analysis through a series of examples.
May 21, 2009
KANTAR LEARNING SESSION
From ARF Re:Think 2009
Presented by:
Aziz Cami – Creative Director, The Kantar Group
Rosi Ware – SVP development, The Kantar group
Today’s clients are awash with information. But much of it is generic and too little of it results in insights that actually inspire businesses to new solutions or behaviors.
While quality data remains a vital component in the search for actionable insights, many of the traditional ways of processing and presenting it are in need of a radical, creatively-led rethink.
Creative Director Aziz Cami aided & Abetted by members of the Kantar family and their clients, will aim to inspire you with a variety of creative approaches to information – where to look for it, how best to collect it and how to present it in ways that inspire clients to ever better decisions.
May 20, 2009
Survival of the fittest: Measuring and maximizing brand engagement in the toughest economic climate in decades
Presented by: Duncan Houldsworth – Global Head of Marketing Analytics, Hall & Partners
Join Duncan Houldsworth of Hall & Partners to discuss how the realities of today’s economic climate impact traditional forms of brand and marketing measurement and how only new approaches to old problems will support brand growth in the current economic storm. Duncan will present an assessment of how the brand relationship to consumers has changed in the last few years, based on analysis of a selection of the World’s largest brands. To conclude, Duncan will discuss emerging tactics and opportunities to gain advantage using marketing analytics techniques and a new understanding of the relationship between brand and consumers.
MAY 19, 2009
Breakthroughs without Borders: The Theory and Practice of Global Online Communities
Presented by:
Cassandra Jeyaram PhD – Social Media Manager at InterContinental Hotels Group (IHG), and
Julie Wittes Schlack – SVP Design and Innovation at Communispace Corporation
Social media use has grown 25% worldwide in the past year – and while technology may be the great unifier, important cultural differences remain about how it’s used.
In this webinar, Cassandra Jeyaram PhD, Social Media Manager at InterContinental Hotels Group (IHG), and Julie Wittes Schlack, SVP Design and Innovation at Communispace Corporation, will share the latest best practices and learning from working with global online communities. Communispace recently completed cultural research in its 16 non-U.S. and multinational communities, encompassing members from over 80 countries that it manages for Fortune 1000 brands. This research brings to light key ideas about how to make global communities vibrant and active. Cassandra will then demonstrate how IHG puts these learnings into practice with their two non-U.S. communities of frequent travelers.
MAY 13, 2009
Don’t Leave ROI on the Table
Presented by Linda Boland Abraham – Executive Vice President, comScore
Now, more than ever, advertisers are digging deeper and going beyond the "good enough" metrics of the past, looking for additional metrics to better understand the real impact of their marketing programs.
With online display ads yielding click-thru rates of less than 0.1%, advertisers can no longer rely on click-thru alone to gauge online ad performance. Doing so fails to recognize that exposure to the ad has measurable benefits in terms of consumer awareness and behavior—even without a click-thru—can lead advertisers to significantly undervalue display advertising.
Join comScore’s Executive Vice President, Linda Boland Abraham, to explore key data and important findings from comScore’s Brand Metrix norms database, which provides insight based on analysis of the view-thru impact of over 300 display ad campaigns. These studies prove to advertisers that display ad campaigns are delivering real value in terms of substantial lift in site visitation (+46%), lift in trademark search queries (+38%) and increases in both e-commerce (+27%) and offline sales (+17%).
This presentation is an encore of Linda’s popular presentation at ARF Re:think 2009, updated and expanded with a first look at the latest data from our norms database.
MAY 12, 2009
Lessons Learned from Doing Research “in the Consumer’s Backyard”
Presented by Rich Ullman – SVP, MarketingRipple6
Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities. Our Social Insights? programs tap into existing natural environments, promoting comfort and encouraging participants to be more honest and open. For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant. Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard. Join us as we share our experience and learning from this revolutionary tool for listening and engaging.
MAY 7, 2009
The Digital Path to Purchase
Presented by Graeme Spicer – VP Media and Retail Partnerships, Adcentricity, Inc.
Shopper marketing at the point-of-purchase and along the path-to-purchase is going digital. Digital OOH media is now, more than ever a critical element to a 360 degree marketing mix. Join ADCENTRICITY, North America’s foremost Digital OOH media strategy firm for a complete learning session. Graeme Spicer – VP Media and Retail Partnerships will be taking you on a journey through the trends, effects and measurement landscape of digital OOH advertising in North America.
MAY 6, 2009
Reliable, Repeatable Data –What More Can a Researcher Ask For?
Presented by: Hugh Davis – Cofounder and EVP, Greenfield Online/Ciao Surveys
Data quality has been a hot topic within our industry for a number of months, and sample providers, and research companies alike have been quick to implement technology to help eliminate “speeders” “cheaters” and “pros” from clients samples. That said, the core issue that should be investigated further is the reliability and ultimately repeatability of market research.
A wise man once asked, “If a tree fell in a forest, would you hear it?” Market researchers must ask themselves “If I conduct the same survey 4 months from now, would the data be comparable?”
This presentation aims to address the topic of repeatability, and we will share our results of a multi-wave repeatability survey.
