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IRI, Beckon, and TiVo Research to Dissect Measurement Approaches at ARF West's "Maximizing the Mix" Event
IRI:
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WHO:
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Joy Joseph, Principal & Practice Leader, IRI Strategic
Analytics
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Jennifer Zeszut, CEO, Beckon
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Bill Harvey, Co-Founder & Strategic Advisor, TRA (TiVo (News - Alert)
Research)
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WHAT:
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The explosion of online advertising has driven a wave of expanded
interest in accurate, effective measurement. As critical as
measuring sales and market share uplift is, the ultimate metric is
return on investment. During their panel discussion, "Measuring
ROI: How, When and Why?" this highly experienced group will
discuss the merits of different types of ROI measurement,
including marketing mix modeling, attribution and single source.
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WHY:
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The addition of online marketing has added an exponential level of
complexity with regard to measurement. In place of simply measuring
whether a print or radio campaign drove sales, marketers must now
evaluate the effectiveness of integrated cross-media segmentation,
targeting and implementation. At the same time, traditional
solutions, such as marketing mix modeling, have faced criticism as
being ineffective in this brave new world. More recent research has
shown, however, that marketing mix modeling has a place among the
many measurement solutions available today.
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WHEN:
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Thursday, Jan. 29, 2015, 10:50 a.m. - 11:20 a.m. PST
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WHERE:
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Bechtel
Conference Center
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500 Washington Street
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San Francisco, CA (News - Alert) 94111
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https://www.etouches.com/ehome/111997
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About IRI:
IRI is a leader in delivering powerful market and shopper information,
predictive analysis and the foresight that leads to action. We go beyond
the data to ignite extraordinary growth for our clients in the CPG,
retail and over-the-counter health care industries by pinpointing what
matters and illuminating how it can impact their businesses. Move your
company forward at IRIworldwide.com.
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