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