2:15 PM - 3:30 PM
Track II:
Charting Media Platform Economics: Using Research & Analysis to Determine How Media Platforms Impact Consumer Consumption Habits
With the platforms of digital distribution, branding and sales of entertainment product multiplying and becoming increasingly complex, the need for analytical tools to chart return on investment is a must. Solutions to this problem are becoming more sophisticated. In this session, we will explore how entertainment companies are using sophisticated data analysis to track performance and impact of content delivered across multiple channels (box office, home video, gaming, rentals, sell through, wireless, VOD, etc.). Are additional media delivery channels providing new incremental revenue, or cannibalizing traditional/linear media? Content owners and research specialists weigh in about how consumer consumption habits are shifting as a result of more distribution channels and availability options.
Anthony White, Senior Vice President, Director, Initiative Futures
Catherine Warren, President, FanTrust Entertainment Strategies
Dr. David Schrader, Lead Strategist and Marketing Directors, Teradata Applications Solutions Group
Cathy Hetzel, SVP, OnDemand Essentials, Rentrak
Bill Niemeyer, Chief of Analysis and Research, The DiMA Group, LLC, Moderator
Additional speakers to be announced
Dr. David Schrader is the lead Strategist and one of the Marketing
Directors for the Teradata Applications Solutions group, which includes Customer Management, E-Marketing, Profitability, Financial Management, Demand Chain Management, and Supply Chain Intelligence analytics. With over 20 years of experience in high-tech, he works with Teradata’s various Industry organizations in the Retail, Financial, Insurance, Travel, Transportation, Government, and Manufacturing sectors to leverage decision analytics into industry portfolios. He is currently leading the marketing activities for the Teradata Application Platform. As one of the division’s leading thought leaders, he presents often on topics such as personalization vs. privacy, consumer and business approaches to combatting spam and bad marketing, real-time vs. "right-time" analytics, the analytics aspects of RFID tags, the impacts of interactive technology on targeted advertising, and database features such as correlated time series and active data warehousing. He was an invited speaker in June 2003 at the Federal Trade Commission hearings on spam and was featured on several morning nationwide radio and local TV programs. He has lectured in the graduate and executive MBA programs at Stanford, University of California at Berkeley, the Wharton School at Penn, Duke University, and the University of Southern California. He is also a popular speaker at Teradata’s User Groups in North America, and at international Teradata Universe events in Paris, Seoul, Tokyo, and Sydney. He joined NCR in 1991 and has held various positions in Engineering- Advanced Development, where he was the liaison to AT&T Bell Labs. Previously, he worked at Digital Equipment Corporation and at Servio Corporation. He sits on the Board of Councilors for the Integrated Media Systems Center at the University of Southern California and is also on their Scientific Advisory Board. He is a trustee of the Marketing Sciences Institute, and is on the Research Committee for the Teradata Center at the Duke University School of Business. Schrader holds a Ph.D. degree in Computer Science from Purdue University and was named as the department’s Distiinguished Alumnus for 2004.Anthony White, Senior Vice President, Director, Futures: In his role as
Senior Vice President, Director, Futures, Anthony oversees media research and analysis for Initiative’s western region. He serves as a primary research contact for many Initiative clients and manages important custom research projects. In addition to overseeing all research activities for the western region, Anthony is also responsible for tracking and formulating research strategy for emerging new media and technologies. He is based in the company’s Los Angeles office. Prior to joining Initiative, Anthony founded and led White Sand Media, Inc., an independent research consulting company specializing in programming, distribution, marketing, promotional and advertising research for entertainment and media companies. Before that time, Anthony served as senior vice president, marketing and network development at Playboy Entertainment Group, Inc. At Playboy, he was the senior executive in charge of Playboy Television Networks and Home Video Marketing. During his tenure Anthony designed and implemented consumer and trade research programs for all Playboy channels, contributed to the development of strategic programming, scheduling and positioning options for the division and contributed to the development and rollout of brand extensions in DVD, Online and Video-on-Demand. Prior to Playboy, he was vice president, sales and marketing planning and research for Viewer’s Choice L.L.C. (iN DEMAND), and before that was with the National Broadcasting Company (NBC) for nearly 10 years. While at NBC, White held several senior-level research positions including director, cable audience and electronic media research, NBC Cable and Business Development and director of new media research. Anthony holds a Doctor of Philosophy degree in Culture and Communication from New York University, a Master of Arts in Communication Arts from New York Institute of Technology and a Bachelor of Arts in Communication Arts from Oakland University. An active member of the motion picture, broadcast and cable television communities, he has served as a panel speaker, solo presenter, panel moderator and conference co-chair at various industry research and marketing conferences. He has published numerous articles on entertainment marketing, consumer trends and business and channel development. Anthony also is a member of a number of industry committees, including the Cable Television Administration and Marketing Association (CTAM), the National Cable Television Administration (NCTA), the Association for Promotion, Marketing and Design Professionals in Electronic Media (PROMAX) and Independent Film Project West (IFP/West). Anthony resides in Pacific Palisades, California.Catherine Warren has an international track record as an executive and
consultant, leading public and private enterprises in the entertainment, media and technology sectors. Since 1983, she has launched successful start-up ventures and subsidiaries, spearheaded acquisitions and run established strategic business units in the United States, Europe and Canada. As a trusted advisor to Fortune 500 corporations, major media networks and world-class tourist attractions, she has propelled senior managers to achieve unprecedented market growth and operational streamlining. Organizations have profited through Catherine's expertise in galvanizing globally-dispersed teams of finance, technical, sales, editorial, and creative professionals through the pursuit of common goals. Catherine has achieved multimillion-dollar financings for corporate and non-profit ventures, as well as brokered lucrative multi-national partnerships. An editor and publisher, she has produced more than 25 books and magazine series for adults and children on science, technology and gender equity. As a journalist and business humor columnist, she has published scores of articles in the US, UK and Canadian popular press. She has also executive produced 15 interactive properties, including the Gemini Award-winning CTVNEWS.com: video news for web, interactive television and hand-held devices; Clamshell: the first e-commerce site for an aquarium in North America; and the 1997 Webby-award winning "best science site". Over the past two decades, clients and affiliates engaging Catherine include major broadcast and telecommunications companies such as CTV and Bell Canada Enterprises; computer corporations such as Sun Microsystems, Hewlett-Packard and Microsoft; multi-billion dollar gaming companies such as the BC Lottery Corporation; international book, magazine and Web publishers; and federal and provincial ministries, universities and schools.Bill Niemeyer, Chief of Analysis and Research, The DiMA Group,
LLC: Bill provides DiMA Group clients with information and insights to assist them in making strategic business decisions regarding DVRs, VOD and other advanced TV services. He also writes the widely read Niemeyer Review email newsletter. The DiMA Group assists companies in taking advantage of opportunities in digital media through its consulting and industry initiative facilitation. Among its efforts, The DiMA Group facilitates The IDiA Project, a pan-industry initiative to promote dialogue and development in the emerging world of on-demand television advertising. Members include representatives from Procter and Gamble, Master Foods, Kraft, ABC/ESPN, Discovery, Scripps, Turner Networks, Time Warner Cable, Comcast, Scientific-Atlanta and SeaChange. Bill has been in the interactive media industry since 1991. Previous to joining The DiMA Group, Bill was the founder of Centrimedia, a consultancy focused on DVR, VOD and Interactive TV. Prior to founding Centrimedia, Bill was a member of the executive team at Spiderdance, a provider of infrastructure and technology to television networks for creating and operating interactive TV programming. Venture-funded Spiderdance developed and deployed six groundbreaking and award-winning ITV enabled series including "Weakest Link" for NBC and "webRIOT" for MTV. Bill has also been a member of the team at venture-funded firms in PC/platform gaming and 3D virtual community technologies. Bill is a member of the Academy of Television Arts & Sciences and is a regular panel moderator and speaker at TV industry conferences.