Applying the Science of Measurement &
Process Management to the Art of Marketing
Thursday, February 20, 9:00AM-5:30PM
Welcome & Announcements | Allan Kuse, MMAP Center
Introduction & Charge | MASB Chair David Stewart, LMU
Marketer Panel | Jamie Richardson, Kimberly-Clark; Jim Meier, MillerCoors
Where Marketing Stands, Part 1: Earl Taylor, MSI; David Reibstein, Wharton
Where Marketing Stands, Part 2: Greg Banks, Deloitte; Meg Blair, MAF
Keynote: Lessons Learned From TQM | Nelson Fraiman, Columbia University
Update on Methods of Brand Valuation | Marc Fischer, University of Cologne
Brand Investment And Valuation Project | Mike Hess, Nielsen
Improving Financial Reporting Project | Jim Gregory, CoreBrand
IFR Keynote Panel: How Important the Improvement; How to Accelerate It |
Esther Mills, APP; Sandy Peters, CFAI; Jennifer Hillenmeyer, FASB;
Kunal Kahara & Justin Nash, BlackRock; Michael Moore, LMU
Summary & Call to Action | Blair
About Disney | Bernie Bullard, Disney (retired)
Advisory Council Meeting | Stewart
Friday, February 21, 9:00AM-Noon
MASB Metrics Catalogue | Pam Forbus, Frito-Lay
Common Language IA Closed Platform | Nancy Costopulos, AMA
Measuring Return for CPG w/CLV | Leslie Wood, Nielsen Catalina
MASB MarCom | Arthur Tharpe, ANA
Measuring Return from On-line/Interactive | Craig Stacey, Stern
Housekeeping, Announcements & Adjourn