Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Monday, October 29th 3:45 PM – 5:00 PM Track II: Reinventing Advertising Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Yaakov Kimelfeld, Digital Research & Analytics Director, MediaVest Mark Schulze, Vice President, Partner Development, Quantcast Erin Hunter, EVP, comScore, Inc. Kanishka Agarwal, Vice President, Mobile Media, Nielsen Mobile David Graves, Chairman and Founder, PermissionTV Will Hodgman, President & CEO, M:Metrics Tim Napoleon, Product Line Director, Media & Entertainment, Akamai Mark Ghuneim, CEO, Wiredset, Moderator Kanishka Agarwal, Vice President, Mobile Media, Nielsen Mobile: Mr. Agarwal is responsible for driving the growth agenda of the company in mobile content, as well as the company’s international expansion. He is frequently quoted in top media and trade publications, including CNBC, Associated Press, San Jose Mercury News, Washington Post, RCR News, and Wireless Week. Mr. Agarwal has more than 10 years of comprehensive experience in the communications, media, technology and mobile market research industries. He is a seasoned speaker and mobile industry expert on such topics as mobile content, including gaming, music, TV, and entertainment and converging communications. He’s presented at many industry conferences, including CTIA, Mobile Games Summit, Digital Media Wire, Wireless Week EXPO, among others. Prior to Telephia, Mr. Agarwal spent seven years in the communications, media and technology industries. He spent five years at Booz Allen Hamilton, including a year at Sprint PCS developing new products for the enterprise wireless data market. Mr. Agarwal also helped launch a wireless middleware start-up and a telecom infrastructure software spin-off from Lucent – both through Booz Allen’s incubator arm. For more than two years years, he also ran sales and marketing at an enterprise software start-up (now a part of PeopleSoft), and stints at Twentieth Century Fox and Universal Studios. Mr. Agarwal holds an MBA from Stanford University, as well as an ME and BS from Harvey Mudd College. David Graves, Chairman and Founder of PermissionTV, is a seasoned media executive with extensive management experience in radio, TV, online and software development. Prior to founding PermissionTV, he served as Senior Vice President of Media at Yahoo! and oversaw highly successful properties including Yahoo! News, Finance, Sports, Travel, Education, Health and Get Local. Before Yahoo!, Dave was president of Reuters Media, the global media arm of Reuters, plc., where his responsibilities included running the wire services, online news, television and pictures. His operation had offices throughout the world and produced products in 17 languages. During his tenure, Reuters Media became the leading supplier of news to the online world as well as traditional media. Before Reuters, he was founding CEO of AdValue Media Technologies, a start-up technology company that connected TV stations to ad agencies for the buying and selling of commercials, a company later acquired by Reuters. Among its customers were NBC, CBS, Young & Rubicam Advertising and McCann-Erickson. Prior to that, Dave had a long, successful tenure at Westinghouse Broadcasting (now CBS) in both radio and syndicated TV. He is a graduate of Dartmouth College. Mark Schulze, Vice President, Partner Development, Quantcast: Mark is Vice President, Partner Development for Quantcast Corporation. He works with Quantcast’s 15,000 Quantified Publishers to help them demonstrate the unique value of their audiences, drive sales and increase revenue. A proven veteran of internet product development, Mark joins with more than 14 years of experience from AOL Shopping and AOL Search, Digital Cities, AltaVista, Netscape, and Intuit. Most recently, Mark was Vice President for Product and Development at IAC’s Match.com. Mark is a graduate of Bowdoin College in Brunswick Maine. Erin Hunter, EVP, comScore, Inc.: Erin Hunter spearheads the Media Industry Solutions group at comScore Networks, overseeing the provision comScore’s analytical and consulting solutions for key clients. She is a seasoned industry analyst, with a background in marketing, marketing research, statistical modeling, and media consulting. Prior to joining comScore, Ms. Hunter spent more than eight years at Marketing Management Analytics (formerly Media Marketing Assessment), a media consultancy in Westport, Connecticut where she used MMA’s proprietary regression-based methodology to quantify the return to clients on investment in traditional marketing vehicles. Ms. Hunter had responsibility for engaging and growing relationships with numerous blue chip clients, including Clorox, RadioShack, Procter & Gamble, Nestlé Purina Pet Care, and many others. As Senior Vice President, Ms. Hunter led a landmark effort between MMA, Information Resources, Inc. and Nielsen Media Research to measure the ROI of TV advertising on over 1,000 consumer packaged goods brands. The results of this broad study – titled How Advertising Works 2 - were widely published and utilized within the media industry. Previously, Ms. Hunter contributed to the growth of the Coors and Keystone brands while at Coors Brewing Company in Denver, Colorado. Ms. Hunter began her career with Procter & Gamble where she was responsible for the marketing research of many established brands in the Soap and Household Cleaning sectors. Ms. Hunter earned a BBA in marketing summa cum laude from University of Cincinnati. She speaks frequently at leading industry conferences and events, such as iMedia Summits, Digital Hollywood conferences and the Fantasy Sports trade association conference. Mark Ghuneim, CEO, Wiredset: Mark Ghuneim launched the online and mobile company Wiredset in 2004 after 16 years with Sony Music USA, where he was most recently Senior Vice President for Online Services. In that role, he created and implemented online marketing campaigns and was responsible for Sony Music's online sales. As Senior Vice President of Online & Emerging Technologies for Sony's Columbia Records Group, Ghuneim was instrumental in the careers of artists such as Destiny's Child, Jeff Buckley, Bruce Springsteen, Bob Dylan and Billy Joel. Ghuneim has pioneered innovations in new media as the music industry has evolved during the past three decades. Before joining Sony, Ghuneim was Director of Press and Video Promotion for the legendary independent label Beggars Banquet Records. In the nascent days of music video, he was program director and production manager at the New York City video night club Private Eyes. Ghuneim has moderated numerous panels at industry gatherings and guest lectured at universities in Los Angeles and New York. He has worked as as a mentor with New York University's Leonard N. Stern School of Business. Ghuneim photographs have appeared in publications such as New Musical Express, the British music weekly. Yaakov Kimelfeld, VP Digital Research and Analytics Director, MediaVest, heads a division that focuses on innovative research methods and delivers new breed of analytics to help clients such as Coca Cola, P&G, and Continental, achieve their marketing objectives more effectively in the changing media world. Prior to joining MediaVest, Yaakov lead both research and analytics practices for Mediacom’s digital marketing branch, Beyond Interactive, where he oversaw creation of a state-of-the art digital campaign analysis and optimization system that was crucial for sustained profitable growth of companies such as Cheaptickets.com and Western Union’s online branch, WesternUnion.com. Prior to that, Yaakov played a central role in establishing analytics department at Agency.com (an Omnicom company). Yaakov is an expert in mass communications and digital media research, consumer behavior analysis, cognitive psychology, statistical analysis, data mining and marketing mix modeling. He holds a Ph.D. in Communication Sciences from the University of Connecticut.