Tag Archives: The Audience Measurement Event

What to look for next week at The Audience Measurement

As we prepare for The Audience Measurement Event next week, let’s take a look at some of the great articles which highlight the experience next week in Chicago.

Facebook will be on hand to present “Measuring Paid, Earned, and Social: From Reach to ROI”. Speaker Fred Leach joined Audience Measurement Speaker Joel Rubenson for a pre-event conversation  looking at marketers can best use Facebook and some of the best ways to measure success.  View the blog post here.  Fred will be speaking on Monday, May 21 at 1:30PM.

Joel Rubenson also spoke with Catherine Roe of Google, who discussed the digital measurement and usage for many CPG companies.  Read Part 1 here, Part 2 here and Part 3 here.  Catherine Roe will be speaking Wednesday, May 23 at 11:15AM.

Deb Roy, Director, Cognitive Machines Group, MIT MEDIA LABS & Co-Founder & CEO, Bluefin Labs, will be presenting “Closing the Gap between Social Media & Mass Communication” on Tuesday, May 22 at 8:30AM.  He’ll be looking at the connection that can be formed between television and social outlets.  View the blog post here.

TiVo will look at a similar topic when they present “The Three Screens: Understanding Consumption & Multi-Tasking Patterns” on Monday, May 21 at 4:00PM. Jonathan Steuer, TIVO, will look at how to combine information on how to collect and analyze from more than just the television. Read more about his presentation here.

Beth Uyenco of Microsoft and Jo Rigby of Omnicom Media Group will be on hand to present “Leveraging Mobile’s Muscle along Shoppers’ Path to Purchase” analyzing how consumers use their mobile phones on their path to purchase. You can see this presentation on Monday, May 21 at 1:15PM. For more about this presentation, see the blog post here.

These are just a few of the many presentations you can look forward to at The Audience Measurement Event taking place next week, May 21-23, 2012, in Chicago, IL.  As a reader of this blog, when you register to join us, mention code AM12BLOG and receive 15% off the standard rate.  If you have any questions about the event, feel free to email Jennifer Pereira.

Who can you meet at The Audience Measurement Event this month?

With less than two weeks until The Audience Measurement Event, time is running out for you to register and reserve your spot at this high-caliber knowledge exchange. Focused on the business value AND actionability of understanding and translating consumer media consumption – The Audience Measurement Event is 100% practical in every way.    It will take place this May 21-23, 2012 in Chicago, IL.  If you’d like to join us, register today and mention code AM12BLOG and save 15% off the standard rate!

Who has already signed up to join us? Companies signed on to attend include:
A&E Television Networks * Acxiom * Arbitron * Ball State University * BET Networks * Bluefin Labs * Bowers & Wilkins * Bravo Media * Chadwick Martin Bailey * Coalition for Innovative Media Measurement * ConAgra Foods * Discovery Communications * Facebook * Foresight ROI * GfK MRI * GFK-Knowledge Networks * Golden Gate University * Google * Hearst Magazines * Innerscope Research * InsightExpress * Intel Corporation * Intuit * JetBlue * Kimberly Clark Corporation * Kraft Foods Inc * Management Science Associates * MediaNet * MindShare * Momentum Japan * Moveo * National Football League * NBC Universal * Omnicrom Research Group * Pandora * Publix Super Markets Inc * Razorfish * Rubinson Partners * Sanofi Aventis * Scripps Network * Spark Communication * Sprout * Starcom Mediavest * SymphonyIRI * The Allant Group * The Modellers * The Nielsen Company * TideWatch * Time Warner Cable * TiVo * Traffic Audit Bureau * Turner Broadcasting System * Univision * Wall Street Journal

Visit the webpage to find out more about The Audience Measurement Event.

Audience Measurement Guest Post: Improve digital marketing with new ROI metrics, Google tells CPG marketers

This blog is co-posted with the Joel Rubenson on Market Research Blog.  Rubenson is a partner for The Audience Measurement Event taking place this May 21-23, 2012, in Chicago, Illinois. The event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.  When you register to join Joel for this program and mention AM12BLOG, you’ll receive 15% off the standard rate!  Visit the webpage to download the brochure and find out more about this year’s event.

Improve digital marketing with new ROI metrics, Google tells CPG marketers

This is the third of a three part interview with Catherine Roe, head of CPG for Google, leading up to the IIR Audience Measurement Event in Chicago May 21-23 where Catherine and I will both be speaking. Through special arrangement, I can offer my readers a 20% discount to this event. Just use the code AM12JR

Joel: Catherine, in our last two interviews, you dropped two bombshells saying that searches on Google.com related to recipes are up 38% in 2011 over 2010 to 7.8 billion. Then you gave CPG marketers a failing grade of 3 on a scale of 0-10

Catherine: Yes, a lot of it is cultural. They still fall back on what they know. They don’t want to crash the plane or sink the ship.

Joel: someone in media once said, ‘If we can’t measure it we can’t sell it’. In the first interview you talked about the importance of digital to the CPG path to purchase. How should this be measured?

Catherine: It’s funny you say that, quite honestly Joel, because that has been the biggest challenge. Marketers for years have been able to associate or correlate the value of traditional media such as their GRP or their TRP or their TV spot and model out the sales lift, even though there’s not a direct linear equation that she saw the Downey TV commercial on TV on Monday night and when she shopped on Wednesday she bought Downey because of the TV commercial. But, the fortunate thing is that marketers have figured out that correlation. Then you start throwing digital and all these additional touch points that I talked about into the mix and it’s not as easy because they don’t necessarily measure and correlate exactly the same as a TV TRP.

Joel: so what do you do about that?

Catherine: The way we like to coach our advertisers through it is to think about what all these moments that matter are on the way to the path to purchase and think about them as KVTs or ‘key value tasks’. To be able to associate a value to every one of those tasks that hits her in the path to purchase. So, as one example, I work with an advertiser that leverages a lot of online recipes as far as a way to engage consumers because they know that if their ingredients are used in a recipe, then that consumer is much more apt to go to the store and purchase that specific ingredient for their recipe. And through this key value task type of thought process, they’ve equated and they’ve modeled out for their group that one out of every ten recipe views correlates to an actual purchase in the store. So, by doing that they are able to back into the math that says: ‘Okay, if I get ten visits to my site and they view a recipe, then the value of that is X because the value of a purchase of one of these ingredients in a store is X’.

That’s what advertisers need to do today to say: ‘What is the value if somebody visits my website’?

‘What is the value if somebody downloads a coupon off of my website’? ‘What is the value if someone downloads a recipe’? ‘What is the value equation if somebody clicks on a click-to-call type of advertisement on mobile’? So, being able to identify along the path to purchase is not as simple as the TV commercial and the offline media and then jump to the store shelf. There are media points all along the way and it’s translating the value of each one of those points.

Joel: if we can think into the future, let’s say three years, what is the one demonstrable proof point that says: ‘They were listening. They got it.’

Catherine: I think the biggest challenge to not getting it today is that CPG companies for the most part use some type of media mix modeling and they try to use a square peg/round hole effect of just applying the same media mix modeling that they’ve used on TV, print, radio and their historical, traditional advertising. (In digital) But, what would be different in three years is that the CPG companies, coupled with the measurement companies (whether that’s the Nielsen’s of the world, the comScores) have to figure out which is the right way to measure these media and what is the ROI that I’m getting out of my digital dollar in comparison to my TV. If and when they do figure it out, they will actually put enough media (spend) in there to warrant a test.

Read Part 1 here.

Read Part 2 here.

Want to receive a complimentary pass to The Audience Measurement Event 2012? Join us as a guest blogger!

Earn a complimentary All-Access pass to The Audience Measurement Event by serving as a guest-blogger. As a guest blogger, you’ll have access to the entire event, including all educational sessions and networking activities. This event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.

2012 Keynotes

  • ‘ David Eagleman, Renowned Neuroscientist & International Bestselling Author, Incognito: The Secret Lives of the Brain
  • ‘ Michael Holmes, Director, Insight & Research, BALL STATE UNIVERSITY CENTER FOR MEDIA DESIGN
  • ‘ Deb Roy, Director, Cognitive Machines Group, MIT MEDIA LABS & Co-Founder & CEO, BLUEFIN LABS
  • ‘ Kit Yarrow, Consumer Psychologist, GOLDEN GATE UNIVERSITY & Author of GenBuy
  • ‘ Jack Wakslag, Chief Research Officer, TURNER BROADCASTING
  • ‘ Catherine Roe, Head of CPG, GOOGLE

Content Focus Areas:

  • ‘ Consumer Centric Approaches
  • ‘ Measurement & Advantage Analytics
  • ‘ Brand Engagement
  • ‘ Path to Purchase
  • ‘ Consumption & Multi-Tasking Patterns
  • ‘ Content vs. Monetization
  • ‘ Media Integration
  • ‘ Consumer Trends
  • ‘ The Future Media Landscape
  • ‘ Consumer Lifetime Value

Plus new insights and real stories from:
Kraft Foods, A+E Networks, Google, ABC Family, Facebook, BET Network, Starcom Mediavest, Microsoft, ConAgra Foods, Kimberly-Clark Corporation, Intuit, Hearst Magazine, Omnicom Media Group, TIVO and plus much more.

The Audience Measurement Event is taking place May 21-23 at the Radisson Blu Aqua Hotel in Chicago. Responsibilities will include blogging on set industry topics leading up to the event and attending specifically assigned sessions and blogging live or same day. In exchange for guest blogging, you will receive an all-access pass to the event ‘ a $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog to Jennifer Pereira at jpereira@iirusa.com. Deadline for submissions is April 30, 2012 at 12pm EST. Early submissions encouraged. For more on the event visit www.theaudiencemeasurementevent.com.

Audience Measurement Guest Post: Google flunks CPG marketers’See me after class

This blog is co-posted with the Joel Rubenson on Market Research Blog.  Rubenson is a partner for The Audience Measurement Event taking place this May 21-23, 2012, in Chicago, Illinois. The event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.  When you register to join Joel for this program and mention AM12JR, you’ll receive 20% off the standard rate!  Visit the webpage to download the brochure and find out more about this year’s event.

Google flunks CPG marketers’See me after class

This is the second of a three part interview with Catherine Roe, head of CPG for Google, leading up to the IIR Audience Measurement Event in Chicago May 21-23 where Catherine and I will both be speaking. Through special arrangement, I can offer my readers a 20% discount to this event. Just use the code AM12JR


Joel: Catherine, in our last interview, you dropped a bombshell saying that searches on Google.com related to recipes are up 38% in 2011 over 2010 to 7.8 billion.


Catherine: Yes, there are more searches around food and recipes than there is travel, beauty, and luxury.

Joel: How sophisticated are CPG marketers when it comes to digital on a scale of 0-10?
Catherine: I give them a 3.
I would have loved to give them more, but I’m a bit jaded. Look at how much the consumer has shifted their time off of traditional media and on to online. I’m correlating my 3 based on what we see as far as shifted media dollars. I just would have thought that progressive marketers would just say: ‘We have to follow the consumer.’ P&G always talks about the ‘who’ and what the ‘who’ is and what the ‘who’ is doing. I just would have thought that if you start with the ‘who’ and you watched how their habits have changed so dramatically over the past five years that you would naturally lean into this medium and continue to test and shift.

But, if you look at where the dollars are still spent, you’ll see that that isn’t happening. And I’m not just talking Google. I’m talking the whole shift to digital in general. It’s shifting. It’s definitely increasing, but if you asked me three years ago where it would be today, I would have thought it would have been dramatically higher, quite honestly.

A lot of it is cultural. They still fall back on what they know. I don’t want to crash the plane or sink the ship. So, the next plan manager, when I rotate off this team, he can make the decision to jump off the ledge and see if this digital stuff really works. So, right now most of them do enough to say: ‘Hey, I’m testing in digital’. But, there aren’t too many that have really, in masses, followed that consumer, in my opinion.

Joel: So, if you give manufacturers a 3, what do you give grocery retailers?

Catherine: You know what? I would score them a little bit higher. I would probably put them to a 5, maybe even a 6. Again, it depends on the particular retailer. But at least I do see them doing things such as SMS to the phone from Target for coupon offers. Not fully targeted yet, but at least they’re making an effort there. (Retailers are starting to) understand that even if the vast majority of their sales are still coming at brick and mortar that they are doing more online to stimulate that consumer enthusiasm and do some things in that space. I think the retailers have been pushed harder in a call to action because they are competing with the Amazons and Wal-Mart to a certain extent. If they don’t get into that space then their dollars are going to shift more into an online world. So, I would give the retailers a little bit higher grades and I think a lot of it is just that they have to in order to compete.

Part one of the interview here: For CPG how important is digital in the path to purchase?

Next up, part 3. What marketers can do to improve their digital marketing practices?

Audience Measurement Session Spotlight: The Three Screens: Understanding Consumption & Multi-Tasking Patterns

Today’s content is being viewed on more than just television sets. Today’s digital lifestyle allows consumers to capture and share information real time, live, on demand, in home, in store and on the go. To fully capture today’s media consumption habits marketers must consider the three screens ‘ television, computer and mobile device.

Yet, combining behavioral data from TV, internet and mobile sources is fraught with logistical challenges. Join us at The Audience Measurement Event when Jonathan Steuer, Vice President of Audience Research & Measurement at TIVO tackles measurement across the three screens. He will discuss the logistical challenges in conducting multi-screen behavioral research and will present some insights from early three screen research initiatives.

If you’d like more information on The Audience Measurement Event, download the brochure.  When you register to join us May 21-23, 2012, in Chicago and mention code AM12BLOG, you’ll receive 15% off the standard rate!

Source: TiVo

Featured Session: The Three Screens: Understanding Consumption & Multi-Tasking Patterns

Featured Speaker:  Jonathan Steuer, VP, Audience Research and Measurement, TIVO


About the Session: Combining behavioral data from TV, Internet and mobile sources is fraught with logistical challenges, but also offers perhaps the only way to truly understand consumers’ media usage across all three screens. Jonathan Steuer, VP of Audience Research & Measurement at TiVo, will discuss the logistical challenges in conducting multi-screen behavioral research and will present
some insights from early three-screen research initiatives.

The Audience Measurement Event Session Spotlight: Leveraging Mobile’s Muscle along Shoppers’ Path to Purchase

With mobile so engrained in consumers lives, it’s completely disrupted how and when brands can connect with consumers. The Audience Measurement Event focuses on understanding and measuring media consumption in social, digital, mobile and traditional media hubs.

It today’s The Audience Measurement Event session spotlight, we highlight the session “Leveraging Mobile’s Muscle along Shoppers’ Path to Purchase”.  Microsoft and Omnicom Media Group will share the role of mobile in consumer’ purchase paths.  For more information on The Audience Measurement Event taking place May 21-23, 2012, in Chicago, download the brochure here.  As a reader of this blog, when you register to join us and mention code AM12BLOG and receive a 15% discount off the standard rate!

Featured Session: Leveraging Mobile’s Muscle along Shoppers’ Path to Purchase

Featured Speakers: Beth Uyenco, Global Research Director, MICROSOFT
Jo Rigby, Global Research, OMNICOM MEDIA GROUP

About the session: It explores the nuances of how mobile is used in the grocery shopping experience across different mobile access platforms, e.g. smart phones & tablets.

We investigate:

  • ‘ How consumers use mobile devices within the shopping/consumption experience both within and external to the store environment
  • ‘ How the role of mobile changes within the shopping/consumption experience with online versus offline purchases
  • ‘ How consumers interact with advertiser messages (including price promotions, branding and relationship marketing) via mobile

Pretty Little Liars Finale Posts Huge Numbers for Social Media

With the Pretty Little Liars Finale on Monday, ABC Family received their highest rated television show on record. They also saw the most talked about show on social media with the tweet total for the day reaching 1.6 million tweets from 667,000 people. The peak rate of tweets reached 32,000 per minute. The show is the #1 scripted show for women 18-24.  Read more at The Futon Critic.

The Promo for Monday’s Pretty Little Liars:

This May at The Audience Measurement Event, Danielle Mullin and Beth Johnson from ABC Family will be on hand to talk about the social culture that Pretty Little Liars has created when they present “Social Media & ‘Pretty Little Liars’: Connecting Viewers with Your Brand“. For more information on the presentation and the rest of the event, download the brochure. If you’d like to join us in Chicago, register today and mention code AM12BLOG to save 15% off the standard rate!

The Audience Measurement Event Session Spotlight: Pretty Little Liars’: Connecting Viewers with Your Brand

People are already watching TV while chatting with friends in their social spheres. Co-viewership is today’s reality. With this, marketers everywhere are seeking new ways to measure and understand cross-media consumption and how to optimize their marketing mix.

In today’s The Audience Measurement Event’s session spotlight, we highlight the presentation Social Media & ‘Pretty Little Liars’: Connecting Viewers with Your Brand. Hear how ABC Family’s ‘Pretty Little Liars’ show embraced co-viewership, connecting their brand with audiences in social, mobile and digital.  If you’d like to join Danielle Mullin and Beth Johnson, ABC Family at The Audience Measurement Event this May 21-23, 2012 in Chicago, as a reader of this blog when you register and mention code AM12BLOG, you’ll receive a discount of 15% off the standard rate!

Image Source: ABC Family

Featured Session: Social Media & ‘Pretty Little Liars’: Connecting Viewers with Your Brand

Featured Speakers: Danielle Mullin, Vice President Marketing, & Beth Johnson, Vice President, Digital Media, ABC Family

About the Session: ABC Family’s Danielle Mullin and Beth Johnson present an overview on how the network launched its hit series “Pretty Little Liars” by engaging Millennial viewers through innovative social media tactics. From ABCFamily.com and mobile texting campaigns, to Facebook and Twitter, social media helped create one-on-one relationships for fans – allowing them to feel connected and contribute their voice on everything from storyline to what clothes the characters are wearing.

Gen Y’s consumer habits & how it’s shaping their generation

The Audience Measurement Event‘s keynote speaker Kit Yarrow, Consumer Psychologist, Golden Gate University & Author of GenBuy recently appeared on Chad Whittle‘s radio show and discussed many of the topics she’ll be covering at that conference. GenY has had an ever-growing influence on retail as they’ve pushed the digital into this space due to their constant connection to the world via their phones and computers. Other things that are unique to this generation is their constantly promoted self esteem. They’ve received empowerment from their influencers (parents, teachers, etc) their entire life, and therefore are seeing difficulties matching their strengths to their environmental needs.

Listen to the podcast here:

Would you like to join Kit Yarro this May 21-23, 2012 in Chicago for The Audience Measurement Event? As a reader of this blog, when you register and mention code AM12BLOG and receive a discount of 15% off the standard rate. For more information about Kit’s presentation and the rest of the event, download the brochure here.

Do you see the powerful influence of GenY on your brand?  What is one of the most powerful examples of GenY changing audience reach for a brand?