Applying the Science of Measurement &
Process Management to the Art of Marketing II
Thursday, August 14, 9:00AM–5:30PM
Welcome & Announcements | Allan Kuse, MMAP Center
Introduction & Charge | Paul Farris, Darden
Marketing & Finance “Pairs” Panel | Jim Meier, MillerCoors
Marketer Member Panel | Jamie Richardson, Kimberly-Clark
Keynote: Adding “governance” to the Science | Greg Banks, Deloitte
Brand Investment and Valuation Project | Mike Hess, Nielsen
Valuing & Reporting Brands as Assets | Roger Sinclair
Improving Financial Reporting Project | Jim Gregory, CoreBrand
MASB Metrics Catalogue | Pam Forbus, Pepsico/Frito-Lay
Summary & Call to Action | Meg Blair, MAF/MASB
About Beer & MillerCoors | Ed Novak, Tenth & Blake Beer
Friday, August 15, 9:00AM–Noon
(Advisory Council Meeting | Dominique Hanssens, UCLA)
Measuring CPG Return w/CLV | Leslie Wood and Andrew Faehnle, NCS
Keynote: Digital Metrics Field Guide | Steve Rappaport
Measuring Return from On-line/Interactive | Craig Stacey, Stern
Common Language IA Platform | Nancy Costopulos, AMA
MASB MarCom | Arthur Tharpe, ANA
The MASB Book I | Craig Gugel, Gugelplex TV
Housekeeping, Announcements & Adjourn