The Incremental Lift of Social Media on Traditional Media

	Personnel is the Forgotten Marketing Activity. How Monster uses its Analytics to Drive Loyalty and Increased Revenue Jean Paul Isson, VP Global BI & Predictive Analytics, Monster Worldwides Monster was the pioneer in the online recruitment industry, but to maintain its competitive advantage they have taken the data driven road using research, business intelligence and predictive analytics. Join this session to hear how Monster went from good to great using business analytics to support its overall decision making process across all regions. Isson will also discuss Monster's success with increasing customer retention, market share and customer profitability, while managing competition from paid sites, free sites and social networks.
	What is the Incremental Lift of Social on Traditional? Seasonal Analytics Kanishka Das, Associate Director, Consumer and Market Knowledge, Procter & Gamble In the fast evolving space of social media, the real challenge for marketers is how to structure time-tested marketing concepts founded on deep consumer understanding and apply to new digital techniques to produce meaningful, measurable results. The best results will come when we treat this as part of the marketing funnel in a way that can create true engagement, enable deeper personalized relationships and create value for both the consumer and the brand.
	Making Sense of Online Advertising in an Integrated World Sean Bruich, Facebook The world is online, it's gone social, and advertisers today are reaching consumers in new ways. But as consumption of new media increases, it is critical for advertisers to understand how new and traditional media combine to influence consumer's thoughts and behaviors. In this integrated media environment, it is not sufficient to rely on independent measures for each communication channel, we must develop and adopt standard metrics that capture the actual tradeoffs marketers face when planning. Here, we describe how lightweight approaches to data collection can play a role in realizing such measures. By engaging consumers for research within the context of their daily routines, and combining that with the authenticity of the social web, we can help improve the speed and quality of measurement data.
	360 Marketing Accountability Lise Brende, Director of Marketing Analytics, Bing & MSN To provide a roadmap for successful 360 cross-channel communications planning and effectiveness measurement, the industry has gone from not enough data to rigorously make media allocation decisions to almost too much data. This session will detail where we are and launch a debate on how to take advantage of all the data rather than be overwhelmed by it.
	In The Face of Fierce Competition; How Competitive Insight Can Drive Performance in a Multi-Channel World Duncan Houldsworth, Vice President, Analytics & Competitive Intelligence West Region, Time Warner Cable In competitive markets, the ability for competitive action to influence business performance is sometimes an unmeasured aspect of analytics. This case study driven session focuses on how competitive insight can potentially be an integral part of strategy development and in-market tactical execution with unique analytical processes supporting it.
	Challenges as a Decision Maker When Using Social Analytics to Drive ROI Amy Weisenbach, Senior Director, Tequila & Rum, Beam Global Spirits & Wine In less than a decade, Facebook has gone from being something that kids at Harvard did to a significant part of any legitimate brand's marketing mix. During that same period, the pressure has increased to effectively measure and optimize every dollar we spend. While social media measurement is getting better, it's far from an exact science. When I'm asked to show how we're moving the needle on key brand health measures like Awareness, Consideration and Trial, traditional media still has the upper hand. So, what's a brand manager to do?
	How Marketing Operations Enables an Efficient Marketing Organization that Contributes to Revenue Jennifer Pockell-Wilson, Senior Director, Global Marketing Operations, Polycom, Inc. Jennifer, a seasoned Marketing Operations executive, will detail the scope and role of the Marketing Operations function and how it can be a critical factor in the shift of Marketing from an expense line item to a true contributor of revenue. Jennifer will describe how she has aligned people, processes, systems and language at organizations in order to ensure maximum Marketing impact.