Summer Summit 2015 | Chicago

Applying the Science of Measurement to the Art of Marketing  Under Umbrella of Governance

Thursday, August 13, 9:00AM–5:30PM

Welcome & Announcements | Allan Kuse, MMAP Center

Introduction & Charge | David Stewart, LMU

Marketing & Finance Working Together Panel | Rick Abens, Foresight ROI

Academic Perspective: Capitalizing Ad Spending | Shuba Srinivasan, Boston U

CIR Project: Science & Governance | Jane O’Keefe, MillerCoors

Keynote Panel: X-functional Roles in the Accountability Journey
(Forbus & Blum, PepsiCo; Joubert, MillerCoors; Colvin, Kimberly-Clark)

Marketer Member Panel on the Journey | Jamie Richardson, Kimberly-Clark

MASB Trailblazer 2015: Pam Forbus | Meg Blair, MAF/MASB

MASB Research Fellowship Project | Roger Sinclair, MASB Inaugural Fellow

BIV Project Review | Kevin Richardson, Nielsen, Frank Findley, MSW•ARS

Improving Financial Reporting Project Review | Jim Gregory, Tenet

Corporate Brand as a Valuation Model | Jim Gregory, Tenet (audio included above)

Summary & Call to Action | Meg Blair, MAF/MASB

Rise of the Skyscraper | Maurice Champagne, Chicago Architecture Foundation

Friday, August 14, 9:00AM–Noon

Marketer (M&F) Networking Continental Breakfast

Measuring CPG Return w/CLV Project | Debra Parcheta, BME; Leslie Wood, NCS

Keynote Presentation: Measuring Sponsorship Return
Megan Lineberger & Jane O’Keefe, MillerCoors

MASB Metrics Catalogue | Karen Ebben, General Motors

Common Language Project Update | Chris Bartone, AMA

MASB MarCom Project Update | Kathleen Hunter, ANA

The MASB Book Project Review | Craig Gugel, Gugelplex TV

Housekeeping, Announcements & Adjournment