This one-hour focused Insights Studio presents analytics leaders from Twitter who will share how they developed a way for brands to analyze conversational patterns and details of a brand equity study that Twitter performed on itself, as well as the business outcomes.

Find out how Mondelēz International utilizes conversation to further understand campaign effectiveness.

We will discuss the nuances of conversation to influence brand conversation, how to maximize business outcomes, and how to boost the impact of conversation on brands.

12:00 – 12:05pm
Welcome

Meghan Cahill — SVP Client Experience, ListenFirst

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12:05 – 12:25pm
Measuring Impact of Twitter Conversations on Business Outcomes
Marketers should understand the nuances of conversation — from volume to shape and substance — to influence brand conversation and ultimately maximize business outcomes. How has Twitter, as a brand, measured the impact of conversations and earned media on their outcomes?
Kara Louis — Manager, US Ad Research, Twitter
Vani Petkar — Lead, Marketing Analytics & Impact, Twitter

12:25 – 12:40pm
Utilizing the Conversation to Further Understand Campaign Effectiveness and Resonance
Hear about Mondelēz ’s journey to understand what matters when looking at the conversation, how it links with other business drivers, and applying it to campaign evaluation.
Freddy McLaughlin — Sr. Manager Measurement & Analytics, Mondelēz International

12:40 – 12:55pm
Panel Discussion: Successful Strategies Optimizing “Conversation” in Ad Campaigns
Kara Louis — Manager, US Ad Research, Twitter
Vani Petkar — Lead, Marketing Analytics & Impact, Twitter
Freddy McLaughlin — Sr. Manager Measurement & Analytics, Mondelēz International
Moderator: Meghan Cahill — SVP Client Experience, ListenFirst

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12:55 – 1:00pm
Closing Remarks

Meghan Cahill — SVP Client Experience, ListenFirst

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