Summer Summit 2009 | Chicago


Current State, Future State & Role of MASB
August 6–7, 2009
at Nielsen


Thursday, August 6, 9:00AM–5:30PM

Welcome & Introduction | Stewart, UCR; Kumar, AMA/GSU

Current State
          Where We Stand on Accountability Journey | Mirque, ANA
          Why #s Not Believable “Audit Ready” | Brewer & Baron, Ernst & Young

Future State
          The Vision, Mission & Role of MASB | Blair, MAF/MASB
          MASB Projects | Kuse, The MMAP Center

Summary & Call to Action | Blair, MAF/MASB

What’s Going on in Germany | Teichert, University of Hamburg

Featured Project: Interactive Advertising
          Winning Through On-Line Marketing | Gaiser, Nielsen
          Project Overview | Seely, enseQuence; Chakraborty, Nielsen

Featured Project: Measuring (Forecasting & Improving) Long-Term Impact
          What is Known about Long-Term Impact | Hanssens, UCLA
          Project Overview & Status | Sirkin, Starcom MediaVest Group


Friday, August 7, 8:00AM–Noon

Featured Project: Measuring (Forecasting & Improving) CPG Targeting w/CLV
          What Is Known about CLV | Kumar
          Project Overview, Status & Pilot | Abens, ConAgra

Other MASB Projects Underway
          Marketing Activities & Metrics Catalogue | Stewart
          Common Language | Spaulding, Nielsen
          The Street | Tisor, MarketShare Partners
          MMAP Training & Advisory Services | Kuse

Housekeeping | Blair