Industry Leader Forum - Program
 

Industry Leader Forum - Program

Unraveling Complexity: An ARF Master Class in Deriving Insights

 

THURSDAY, OCTOBER 27, 2011


8:30-9:00am

Registration and Breakfast

9:00-9:15am

Opening Remarks
Todd Powers – Chief Research Officer, Advertising Research Foundation
Ted McConnell – EVP, Digital, Advertising Research Foundation

9:15-9:45am

Keynote
Using Innovative Analytics To Turn Sterile Data into Magic Dust
Mark Earls – Author and Consultant, HERD Consulting
Mark has been using his unique innovative thinking to help advertisers like SONY extract insights from their data that they never thought possible. Enjoy one of our industry's freshest thinkers and most engaging speakers on his intellectual journey that has led to his new book, I'll Have What She's Having.

9:45-10:15am

Advertiser Case Study
Allstate: Turning Datapoints Into Customer Understanding
Keary Phillips - Senior Internet Program Manager, Allstate

Leon Zemel – EVP & Chief Analytics Officer, [x+1]

Allstate, an insurer for millions of customers, is relying on online marketing to grow customer acquisitions. Learn about Allstate's scalable online targeting platform [x+1] and how Allstate improved media performance by analyzing audience interactions throughout each stage of the customer acquisition funnel.

10:15-10:45am

Break

10:45-11:15am

Keynote
Finally – Hope for Mobile Metrics
Jonathan Carson – General Manager, Digital, Nielsen
Mobile media holds great promise to reach consumers anywhere, anytime, AND at the precise moment they are making a purchase decision. Jonathan Carson will share learning from Nielsen's vast mobile database and guide us on measuring mobile reach and effectiveness. And, how to stay on top of rapidly changing mobile technologies? And, importantly, to understand how mobile fits into the overall x-media picture.

11:15-11:45am

Keynote
Sharing Changes Everything and Facebook is Just One Piece
Tim Schigel – Chairman and Founder, ShareThis
Sharing is changing the way we approach media planning and buying. Advertisers cannot know the reach and frequency of their efforts without understanding fully the sharing that has been activated. Sharing, of course, extends far beyond the reach of Facebook, and, ShareThis, with tools that are used by more than 400 million users across nearly one million websites, has its finger on the pulse of the online sharing economy.

11:45am-12:30pm

Panel
Industry Leaders Debate Solutions to Data's "Wicked Problems"
Nick Sorvillo – SVP, Consumer Insights & Strategy, Kraft Foods
Gian Fulgoni – Chairman and Co-Founder, comScore, Inc.
John LaRocca – VP of Insights, dunnhumbyUSA
Scott McDonald – SVP, Market Research, Condé Nast Publications

This outstanding panel of industry thought leaders will discuss and debate solutions to some "wicked problems" facing our industry - emerging data types, analytic methods and computer horsepower are historically game changing but how does the game need to change? What are the persistent problems not yet solved and why?

Moderator:
Ted McConnell – EVP, Digital, Advertising Research Foundation

12:30-1:30pm

Lunch

1:30-3:00pm

Afternoon Panel
Perspectives We Never Hear – How NASA and others solve our problems
Nathan Eagle - Co-Founder and CEO, txteagle; Adjunct Professor, Harvard University
Jon Jenkins - Senior Research Scientist, SETI Institute at NASA Ames Research Center
Sara Farmer - Chief Platform Architect, UN Global Pulse

1. Big Data for Social Good
How can targeted advertising in emerging markets reach one billion people? Prof. Nathan Eagle will share his analysis of behavioral datasets that represent the social network topology and dynamics of entire countries in the developing world.

2. Kepler: Are There Any Good Worlds Out There?
The Kepler spacecraft launched in 2009 to search for Earth-size planets orbiting Sun-like stars has found 1200 candidate planets so far. Dr. Jenkins will speak about the challenges and technique triumphs of sifting through the mountains of data to find those planets.

3. Including the Human in Humanitarian Big Data
Big data concentrates on inferring population behaviors from the 'data exhaust' that is left behind rather than direct human input. Sara Farmer will talk about Hunchworks, a Global Pulse tool that combines big data results with human experts' insights.

3:00-3:30pm

Break

3:30-4:00pm

Presentation
Synthesis of the Master Class - What's Needed + What's Possible
Dr. Max Kilger – Chief Behavioral Scientist, Experian Simmons
Combining the takeaways from day's sessions, Dr. Max Kilger will provide a synthesis for discussion and debate with the audience.

4:00-4:40pm

Final Presentations
Success Stories
From the Labs of Watson to the Streets of Sao Paulo – Using Data to Change the Future of Marketing
Bevin Maguire – Vice President, Marketing, IBM Global Business Services
In this session we will have an inside look at IBM Watson, the computer that beat the two world Jeopardy! Champions, how IBM marketing is leveraging their Smarter Planet business strategy, and new insights from IBM's new Chief Marketing Officer Study - 1,700 interviews in 64 countries with CMOs from every industry about how the world has changed and how marketers are turning those challenges into opportunities.

Naga Krothapalli - Global Director of Analytics, Microsoft Advertising
 

Microsoft Mining
Microsoft amasses vast amounts of data every day, from MSN, Bing, Xbox, Windows Live, and Windows Phone 7 as well as campaign data from ad platforms. This level of data provides a great opportunity to mine for interesting and actionable insights, while also posing a lot of computational challenges. Leverage the learnings from Microsoft Advertising to turn your data into insights.

4:40-5:00pm

Townhall Q&A
Innovative Ideas: Insight to Action
Panelists:
Gian Fulgoni – Chairman and Co-Founder, comScore, Inc.
Ted McConnell – EVP, Digital, Advertising Research Foundation
Moderator:
Todd Powers – Chief Research Officer, Advertising Research Foundation

In this fast-paced, interactive Q&A session, written questions from the audience, submitted throughout the day, will be addressed and debated by the audience, moderator and panel.

5:00-5:15pm

Closing Remarks
Ted McConnell – EVP, Digital, Advertising Research Foundation
Todd Powers – Chief Research Officer, Advertising Research Foundation

5:15-6:00pm

Cocktail Reception

Program as of September 30, 2011