Social Media Forum

How does market mix modeling compare to household-level purchase measurement and why consider both?

February 21, 2013 • Program 2:00–4:30PM • Reception 4:30–6:00PM

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.

Join us during Social Media week! The ARF is hosting a special program & workshop that will compare and contrast two different approaches for calculating Social Media Advertising ROI. Representing MMM is Craig Stacey PhD, a recognized expert in the area of marketing productivity analysis with a special emphasis on marketing mix modeling and online versus offline marketing resource allocation. He is the founding partner of Marketing Productivity Group as well as the Research Director at the Center for Measurable Marketing at NYU’s Stern School of Business. Dr. Stacey also teaches an advanced course on this subject at ARF University.

His counterpart, Robin Opie is Senior Vice President, Product and Analytics at Datalogix, the company Facebook turned to when its ad effectiveness was questioned right before the IPO. Datalogix' Social Media ROI measurement methodology based on household-level sales measurement is gaining attention from brands and industry alike. Mr Opie is responsible for delivering and continuously improving the predictive algorithms, campaign optimization techniques, reporting capabilities, product development, client support, and testing strategies across all aspects of Datalogix business. 

Following the in-depth review of the different methodologies Forum participants will have a chance to apply their new knowledge in breakout groups to answer real-world challenges Research Departments face and adopt a framework for assessing the various methodologies and models for measuring return on Social Media advertising  investment. Followed by a wine and cheese reception."

Featured Speakers:
Robin Opie – SVP, Product and Analytics, Datalogix
Craig Stacey – Director of Research, Center for Measurable Marketing, NYU

Debunking the Obstacles to Using Social Intelligence for Market Research
June 25, 2012 ·  Program 2:30–4:30PM Reception 4:30–6:00PM

Download the Social Media notes from the June 25, 2012 Forum.

Social
Facebook: http://www.facebook.com/events/351636788238201/
LinkedIn: http://linkd.in/KIgqol
Twitter: @the_ARF; #arfforums

Many organizations have proven that social media plays a critical role in their marketing research, yet others are still hesitant to fully embrace social research in their programs. Concerns about ROI, representativeness, privacy, and changing technology are the reasons given for keeping many researchers from exploring the rich insights to be gained from social media. In this forum, expert practitioners from across the industry will address and debunk the following issues with case studies and real world advice:

Obstacle #1: Social media is a moving target. It changes too fast to really understand
Obstacle #2: I can’t fit social media research into my current research program because
I cannot guarantee that it is representative of my target buyer.
Obstacle #3: My users aren’t online, so social media research doesn’t apply.
Obstacle #4: Social media research is a privacy minefield I’d rather not get involved.

After the presentations, you’ll have a chance to ask our experts about how to handle your social media research obstacles.

Speakers Include:
Zachary Nippert – Managing Director, US Business Development, MotiveQuest
Steve Rappaport – Knowledge Solutions Director, ARF
Tom Thai – VP of Marketing and Business Development, Bluefin Labs

Shopper Insights + Social Media Joint Event:
The Evolving Role of Digital in the Purchase Process

February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM

Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016

Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.

Speakers:

• Manila Austen, Ph.D. –  Vice President, Research, Communispace Corporation
• Will Bottinick – Research Manager, Converseon
• Belle Frank – Executive Vice President, Director of Strategy & Research, Y&R
• Stacy Graiko – Director, Qualitative Research, Firefly Millward Brown
• Nina Leask – Market Research Digital Manager, General Motors
• Graham Mudd – Vice President, comScore Marketing Solutions, comScore, Inc.
• Stefanie Schutzbank – Media Research Manager, Google
• Karen Zappia – Senior Market Research Manager, Kraft Foods

Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.

Featuring:

• Jennifer Batchelor – Social Media Strategist, Zubi Advertising
• David Burgos – Vice President, Client Service, Millward Brown
• Tania Cameron – Senior Manager CRM, Kraft Foods
• Chris Genteel – Business Development Manager, Google
• Jon Gibs – SVP Analytics and Insight, Nielsen
• Adam Lavelle – Chief Strategy Officer, iCrossing
• Lisa Mabe – Founder | Principal, Hewar Social Communication
• Jason Crain – Direct Sales, Account Manager, Google
• Adam Lavelle – iCrossing
  
   

Social media marketing and CRM have become common practice in business, but social media market research is still a relatively nascent practice. Brands, agencies, and researchers are faced with a challenge when it comes to social media research: on one hand, we have access to staggering amounts of consumer data; but on the other hand, the skills associated with traditional research don’t necessarily translate into creating social insights. That’s where social media research partners can play a role. In this session, we’ll hear from top brands, analysts, and agencies about the process of selecting a social media research vendor. We’ll explore the kinds of questions to ask prospective vendors, the validation clients should look for with social media research firms, and how to work with vendors to create an impactful social media research initiative. Join us for a networking reception after the session to apply what you’ve learned. We’ve invited top social media research companies to participate in “speed dating” conversations over wine and cheese. Hear what they have to say and put what you’ve learned in the session to the test!

4:30–5:30PM Wine & Cheese Reception Sponsored by GugelPlex TV

Featured Speakers:

• Rob Kahn – Director of Marketing and Insights, Yahoo!
• Jane Collins – Director of Market Research, BlogHer
• Susan Getgood – VP, Sales and Marketing, BlogHer
• Pauline Ores - Industry Principal, Infosys

Social Media Research Vendor Panelists:

• Rob Key – CEO, Converseon
• Mike Maziarka - Vice President, Marketing & Client Services, Cymfony
• Zachary Nippert –Director, Client Relationships, MotiveQuest
• Aron C. Galonsky - SVP, Brand & Communication, Harris Interactive

And if you're interested in keeping the conversation going in between meetings, check out our LinkedIn group: http://linkd.in/TheARF

Social Media research is both an art and a science. We have tools to gather data about online conversations, but it takes skilled—even artful—interpretation to turn that data into insight. What are the skills needed for today's social analyst/strategist? How can social media researchers balance the science of data collection with the art of insight? How can research veterans adapt their skills to meet the demands of social media research? Join us for a panel discussion of how leading companies are mastering the art of social media research.

Featured Speakers
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest
Grant McCracken – Research Affiliate, Massachusetts Institute of Technology (MIT)