The Marketing Accountability Journey: Marketing & Finance
Applying the Science of Measurement & Process Management
Under Umbrella of Appropriate Governance,
for Continuous Improvement in Financial Performance
Thursday, February 12, 9:00AM–5:30PM
Welcome & Announcements | Allan Kuse, MMAP Center
Introduction & Charge | David Stewart, LMU
New Marketing & Finance “Pairs” Panel | Jim Meier, MillerCoors
Academic Perspective: Defining Marketing ROI | Dominique Hanssens, UCLA
Accountability Journey: CIR Project | Greg Banks, Maddock Douglas
Keynote: The CMO’s Role in the Accountability Journey | Pam Forbus, PepsiCo
Marketer Member Panel on the Journey | Jamie Richardson, Kimberly-Clark
BIV Project | Stewart, LMU; Frank Findley, MSW•ARS; Jonathan Short, PepsiCo
Improving Financial Reporting Project | Jim Gregory, Tenet; Michael Moore, LMU
Keynote: The International Valuation Standards Council | Steve Sherman, IVSC
Summary & Call to Action | Meg Blair, MAF/MASB
Things We Still Get Wrong About the Alamo | Bill Groneman, Alamo Society
Friday, February 13, 9:00AM–Noon
Inaugural Marketer Member Breakfast
Measuring CPG Return w/CLV | Leslie Wood and Andrew Faehnle, NCS
Keynote: Accounting for Digital & Sponsorship in MMM | Jeff Long, MillerCoors
Measuring Return from On-line/Interactive | Craig Stacey, Stern
Common Language IA Platform | Paul Farris, Darden
MASB Metrics Catalogue | Karen Ebben, General Motors
MASB MarCom | Arthur Tharpe, ANA
The MASB Book I | Craig Gugel, Gugelplex TV