Summer Summit 2014 | Chicago

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