Current State, Future State & Role of MASB
August 6–7, 2009
at Nielsen
Thursday, August 6, 9:00AM–5:30PM
Welcome & Introduction | Stewart, UCR; Kumar, AMA/GSU
Current State
Where We Stand on Accountability Journey | Mirque, ANA
Why #s Not Believable “Audit Ready” | Brewer & Baron, Ernst & Young
Future State
The Vision, Mission & Role of MASB | Blair, MAF/MASB
MASB Projects | Kuse, The MMAP Center
Summary & Call to Action | Blair, MAF/MASB
What’s Going on in Germany | Teichert, University of Hamburg
Featured Project: Interactive Advertising
Winning Through On-Line Marketing | Gaiser, Nielsen
Project Overview | Seely, enseQuence; Chakraborty, Nielsen
Featured Project: Measuring (Forecasting & Improving) Long-Term Impact
What is Known about Long-Term Impact | Hanssens, UCLA
Project Overview & Status | Sirkin, Starcom MediaVest Group
Friday, August 7, 8:00AM–Noon
Featured Project: Measuring (Forecasting & Improving) CPG Targeting w/CLV
What Is Known about CLV | Kumar
Project Overview, Status & Pilot | Abens, ConAgra
Other MASB Projects Underway
Marketing Activities & Metrics Catalogue | Stewart
Common Language | Spaulding, Nielsen
The Street | Tisor, MarketShare Partners
MMAP Training & Advisory Services | Kuse