Alex Dziuma has been with Kantar since 2007 and currently serves as a senior vice president based in the New York City office. Alex is a client team leader overseeing a range of clients within the brand, content and media space. Her extensive expertise spans categories; from packaged goods, financial services, pharmaceuticals to luxury goods and technology. Alex has managed some of Kantar Insights ’s largest clients including Unilever, PepsiCo, Mondelez and Verizon. Her focus is to deliver strategic insights to drive her client’s business forward. Alex holds a BA in English from Fairfield University
At the event, you’ll participate in your choice of the groups below –
1. COPY TESTING OF THE FUTURE
Researchers and Creatives often don’t see eye-to-eye on the value of copy testing. This group will develop a recommendation for what a new, friendly “copy testing of the future” might look like.
2. CREATIVE TESTING GLOSSERY
The ARF’s Creative Council is developing a glossary of creative testing and related terms to be put forth as the industry standard. There are several commonly used terms still to be defined. This group will collaboratively complete a worksheet offering a Young Pros’ perspective on some hard-to-define terms.
3. SOCIAL MEDIA METRICS
Social media presence can be Paid, Owned, Earned, or generated by Influencers. This group will collaboratively develop a list of the five most important metrics for each of these types of social media. This will inform the ARF Social Council’s upcoming Field Guide.
4. ARF BENCHMARKING STUDY
The ARF is in the midst of an industry-wide benchmarking study of Research, Insights & Analytics professionals, understanding the roles of the departments responsible for these areas, and how those roles are changing. Members of this group will individually complete a 15-minute survey via smartphone, and then provide collective feedback on the questions that were difficult for them to answer and why.
The California Consumer Privacy Act (CCPA) has created momentum for a national standard. After reading the CCPA (will be sent as a pre-read), this group will discuss and collaboratively complete a worksheet describing how the CCPA will affect digital targeting in the USA going forward. This input will inform a project by the Attribution Working Group within the ARF’s Cross-Platform Measurement Council.