Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2009 Thursday, March 19 Day Long Strategic Track The Future of Advertising Track 2:15 PM - 3:30 PM Session C: Advertising Accountability: 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. Debbie Solomon, Senior Partner, Managing Director, Business Planning, Mindshare Ken Papagan, President & Chief Strategy Officer, Rentrak Vipin Mayar, EVP, Global Director of Data and Analytics, MRM Worldwide Anthony Psacharopoulos, Senior Vice President, comScore, Inc. Todd Narwid, Vice President, New Media, NDS Jon Gibs, Vice President, Media Analytics, Nielsen Online John Lowell, Vice President/Director, Research and Analytics, Starcom USA Mark Ghuneim, CEO, Wiredset, Moderator Debbie Solomon, Senior Partner, Research Director at MindShare USA: She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency’s clients. She is also part of MindShare’s global Insights team. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley.She has won a number of industry honors. Recently, Media Magazine named her one of the 10 most influential people “navigating the waters of the magazine business” and MIN named her to the “Sweet 16” in print. In 1998, she was named Top Kid Researcher by KidScreen magazine and earlyier, MediaWeek magazine elected her Media Research All-Star, largely for her work in children’s measurement. And Esquire magazine has honored her as a “Woman We Love in Advertising.” She has also won several corporate awards including WPP’s Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson’s White Pea award for media innovation. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future. Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago. You may have seen her articles in Advertising Age, AdMap, Marketing and Media Decisions, the Journal of Advertising Research and the Journal of Media Planning. She sits on the AAAA’s Consumer Magazine and Media Research Committees and chairs the Advertising Research Foundation’s Youth Research Council. She also is part of the Accrediting Council for Education in Journalism and Mass Communication, the body that accredits Advertising programs at colleges and universities. In her spare time, Debbie indulges her creative side through silversmithing. Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for incubating, implementing and driving operations of all new business initiatives and setting the strategic direction of Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including, Theatrical Film, Home Video, On Demand Content, and Advertising. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenny Shopping Channel – where he was Co-Executive Producer. For the past 10 years, Ken has been primarily focused on Digital Media across all platforms globally working with such clients as AT&T, Broadband, USWest, Bloomberg, Flextech and others. Among his accomplishments at Rentrak are the launches of Retail Essentials and OnDemand Essentials, which is currently aggregating VOD viewer usage data for more than 50% of the VOD, enabled cable universe, including Comcast, Cablevision and others. The service is currently processing overnight On Demand data representing 32 million set top boxes. The service has garnered 42 content providing clients including NBC/Universal, CBS, MTV, Paramount, and Warner Brothers. He is currently developing New Business in On Demand Advertising and Linear Television audience measurement. Anthony Psacharopoulos, Senior Vice President, comScore, Inc.: Anthony has a wealth of industry, consulting and market analysis experience, having advised clients on strategic and marketing issues in a number of industries including financial services, manufacturing and CPG. At comScore, Anthony manages relationships with several Media/Portal clients. Prior to comScore, Anthony worked with Corporate Value Associates, a strategy consulting firm that was spun off from Boston Consulting Group, where he worked on a wide range of projects (including strategic audit and value creation, product mix optimization, product introduction strategies and other sales and marketing initiatives) in several industries (including financial services, metals, retail and packaging) in North America and Europe. Prior to Corporate Value Associates, Anthony worked in the client service organization at Information Resources, Inc., where he gained extensive experience in market research with package goods firms such as CPC International, Seagrams and A&W Brands. Anthony began his career with Venture Concepts, where he worked primarily on start-up plans for entrepreneurs and small companies. Anthony has an MBA from University of Michigan and a BA in Commerce and Economics from University of Toronto. Vipin Mayar, EVP, Global Director of Data and Analytics, MRM Worldwide: Vipin joined MRM Worldwide from Bank of America in May 2005 to lead the network’s global data management and analytics practice. He is a recognized industry expert in CRM, database marketing and in integrating research and analytics to drive world-class marketing, revenue growth and customer insight. During the past 20 years, he has been responsible for creating leading CRM programs and launching marketing-mix models to optimize media buying. He has been a service provider to AARP, the Department of Defense and several Fortune 500 companies including, Time Warner Cable, AT&T, Showtime, Microsoft, Intel, U.S. Army, Pfizer, General Motors, Dell, Upjohn and Whirlpool. Early in his career, Vipin built the database marketing capability at Draft Worldwide and was a senior management consultant in the telecommunications sector. Todd Narwid, VP of New Media, NDS: As VP of New Media for NDS, Todd Narwid is responsible for developing new media opportunities that leverage the extensive NDS solutions portfolio and systems integration expertise. Prior to NDS, Todd led Narrowstep, which enabled new media content owners to move, manage and monetize video content online. Prior to this role, Todd directed the RCN Business Solutions Division. Jon Gibs, Vice President, Media Analytics, Nielsen Online: Jon Gibs is VP, Media Analytics for Nielsen Online. He specializes in research methodology design and development using their wide array of media measurement, social media and market research products. With over 10 years of market research experience, Mr. Gibs previously managed the U.S. based survey group for Nielsen Online. Using their suite of MegaPanel products and BuzzMetrics CGM analysis, he has in-depth experience in helping clients develop surveys and measurement methodologies to meet their strategic and tactical needs. Before Nielsen Online, Mr. Gibs was an analyst and analytics director at Jupiter Research. During his time there he developed numerous client reports based on primary survey analysis. He specialized in developing analyses merging behavioral and survey analysis to develop further insight into a wide array of online consumer markets. Mr. Gibs received a Master’s Degree in Geography, specializing in spatial statistics, from the State University of New York at Buffalo. His Bachelor’s Degree is from Clark University in Geography. Mr. Gibs’ expertise has been sought out by many news outlets including MSNBC, CNBC, The New York Times, Ad Age and CBS MarketWatch. John Lowell, Vice President/Director, Research and Analytics, Starcom USA: How can advertisers and marketers capture the attention of audiences in a way that provides a measurable connection between the brand and the consumer? Ask John Lowell – who understands the attention economy, believes in the value of personal engagement, and thrives on accountability. Lowell works across a roster of clients that include some of the world’s biggest brands to identify and tailor approaches for delivering and measuring consumer captivation in a way that is most meaningful to clients’ goals. Whether it is by using strategic communication analytics or inventing completely novel approaches, Lowell has helped Starcom and its clients optimize the connections between the brand and the consumer and quantify return on objective. His tasks also include helping the agency in new business pitches as well as the creation of new revenue streams from existing business based on the agency’s ability to deliver and measure ROO. Prior to joining Starcom, Lowell was vice president and director of innovation at Arc Worldwide (a Publicis company) headquartered in Chicago. In the role, Lowell spearheaded the company’s innovation practice, focusing on emerging technologies and how they drove consumer engagement and client profitability. By connecting different functional expertise within the agency and across global offices, partners, and vendors, Lowell began to isolate key drivers of consumer behavior as it related to emerging technology. He applied the learning on both national and global accounts, architecting global digital strategies across mobile, music, gaming, web, and retail for clients including McDonald’s, Visa, Whirlpool, Philip Morris and United Airlines. Leading up to his innovation role, Lowell served as a director of strategy and analytics at Arc, managing database analytics across all marketing and lead-generation activities to drive efficient resource allocation and effective communication and contact strategies for a variety of clients, including General Motors, Disney, P&G, McDonald’s, Diageo, and Kellogg. Lowell began working for the Publicis Groupe in 2002 as an analyst at Leo Burnett and quickly became the leader of the strategy and planning team on the U.S. Army account. His team created lead-accounting methods; conducted cross-channel consumer interaction analyses; developed scenario-planning tools to optimize media allocation for lead generation; and architected a holistic marketing strategy that leveraged individual behavior and recruitment metrics to maximize advertising across mass and direct channels. Prior to joining Burnett, Lowell spent seven years serving in the U.S. Navy as a surface warfare officer, which exposed him to cutting-edge military systems for collecting, processing, assessing and disseminating intelligence in real time. In his final tour on the staff of Commander, Accessions Training Command, Lowell founded a think tank that linked researchers across physical, mental and psychological disciplines, developing recruiting and training valuation metrics to drive more efficient human capital investment across the 50,000 annual recruits and advanced training students in the Navy. In 2003, Lowell earned his MBA from The Managers Program at the Kellogg Graduate School of Management with majors in marketing, strategy and technology. Lowell is originally from Wisconsin and graduated from the U.S. Naval Academy at Annapolis with a BS in Economics. Lowell and his wife, Gina, live in Oak Park, IL. Mark Ghuneim, Chief Executive Officer / Founder, Wiredset and Trendrr: As CEO of Wiredset, Mark Ghuneim is a new media visionary with expertise in social engagement, technology and behavioral trending as well as marketing for music, television and brands. Mark launched Wiredset in 2004 as a futuristic digital agency with the ability to incubate, create and execute all aspects of digital marketing. Recognizing the need for real time actionable data for his clients, Mark oversaw the development of a proprietary online tracking service that allows for unparalleled visibility into user behavior and market intelligence across a myriad of internet categories such as social networks, search engines and video sites. With headquarters in New York City and offices in L.A. and Seattle, Wiredset services top entertainment properties such as HBO, MTV, Bravo, Comedy Central, ESPN, Oxygen, Atom Films, Virgin Records, Universal Music Group, Sony BMG, and leading consumer brands such as Apple, Microsoft, Puma and Armani Exchange. Prior to starting Wiredset, Ghuneim spent 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. Mark 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 nightclub Private Eyes. Ghuneim frequently moderates panels at top industry gatherings and guest lectures at universities such as NYU's Stern and School of Music in New York City and UCLA in Los Angeles. He has worked as a mentor with the Center of Communications. His work in the Information Securtity Space was feature in Time Magazine and cited by the head of the FBI in addressing national infrastructure vulnerabilities. He has worked with NYCLU and ACLU addressing surveillance in public spaces and Ghuneim’s photographs have appeared in publications such as New Musical Express and the British Music Weekly. Known to many online as Mediaeater, Ghuneim reads 10 print newspapers each morning and 100s online each day in his RSS reader. He resides in the tranquil West Village in Manhattan.