Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Monday, May 5th 3:45 PM – 5:00 PM Track II - Reinventing Advertising Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Alistair Sutcliffe, Vice President, comScore, Inc. Dave Osborn, VP Video Measurement and Media Products, Nielsen Online Konrad Feldman, co-founder & CEO, Quantcast Yaakov Kimelfeld, Digital Research & Analytics Director, MediaVest Mark Donovan, CMO, M:Metrics Bill Tancer, GM, Global Research, Hitwise Mark Ghuneim, CEO, Wiredset, Moderator For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Alistair Sutcliffe, Vice President, comScore, Inc.: Alistair Sutcliffe spearheads Advertising Solutions at comScore, providing analytical consulting for comScore clients in the area of advertising measurement and effectiveness. He is a seasoned industry analyst with a background in marketing research, statistical modeling and media consulting. Prior to joining comScore, Mr. Sutcliffe spent more than five years at the analytic and consulting divisions within VNU, including ACNielsen and Spectra Marketing. At VNU, he developed statistical models to quantify the differences in consumer behavior to traditional marketing vehicles and the resulting ROI of those investments. Mr. Sutcliffe had responsibility for consulting engagements with numerous blue chip Consumer Packaged Goods clients including Kraft Foods, Frito-Lay and General Mills. Mr. Sutcliffe began his career with Information Resources Inc. (IRI), where he was responsible for analytics and consulting across the IRI client base in the areas of Product Price and Promotion elasticity and Marketing Mix Modeling. Mr. Sutcliffe earned a B.S in Mathematics from Lancaster University, England and an M.S in Statistics from The Ohio State University. Dave Osborn, VP Video Measurement and Media Products, Nielsen Online: Dave Osborn is Vice President of Video Measurement and Media Products at Nielsen Online. In this role, he oversees strategy, development and marketing of the company’s suite of media products including NetView, VideoCensus, AdRelevance, @Plan and WebRF. Recently, Mr. Osborn spearheaded the development and subsequent launch of VideoCensus, which quickly gained traction as the industry’s first service to provide integrated panel & server data for video measurement. Prior to serving as Vice President of Video Measurement and Media Products, Mr. Osborn was in charge of the Nielsen//NetRatings MegaPanel platform and product suite. In this role he was responsible for product development, product marketing, strategic partnerships, as well as all new metering and data collection initiatives. Mr. Osborn also previously served as Director of Sales for Nielsen//NetRatings, where he managed the company’s relationships with companies including Microsoft, Amazon and RealNetworks. Before joining Nielsen//NetRatings, Mr. Osborn held senior sales positions with Jupiter Media Metrix and AdRelevance. Mr. Osborn holds a B.A. in Psychology from Willamette University. Konrad Feldman, co-founder & CEO: Together with Paul Sutter, Konrad co-founded Quantcast in 2006 to transform the approach to audience measurement and advertising delivery through the use of science and scalable computing. Konrad brings more than 12 years of experience in high volume transactional analytics and measurement, pattern recognition and fraud detection. Prior to Quantcast, Konrad co-founded Searchspace (now Fortent) the leading provider of terrorist financing detection and anti-money laundering software to the world's financial services industry. As CEO of Searchspace's North American operation, Konrad led the establishment of the business in the U.S. and its rapid growth to market leader. Konrad was a Research Fellow in the Intelligent Systems Laboratory at University College London and holds a B.Sc. in Computer Science from University College London. He has been featured in the Financial Times, New York Times, New Scientist, CNET, Forbes and numerous financial services periodicals. Yaakov Kimelfeld, Digital Research & Analytics Director, MediaVest: heads a division that focuses on innovative research methods and delivers new breed of analytics to help clients such as Coca Cola, P&G, and Continental, achieve their marketing objectives more effectively in the changing media world. Prior to joining MediaVest, Yaakov lead both research and analytics practices for Mediacom’s digital marketing branch, Beyond Interactive, where he oversaw creation of a state-of-the art digital campaign analysis and optimization system that was crucial for sustained profitable growth of companies such as Cheaptickets.com and Western Union’s online branch, WesternUnion.com. Prior to that, Yaakov played a central role in establishing analytics department at Agency.com (an Omnicom company). Yaakov is an expert in mass communications and digital media research, consumer behavior analysis, cognitive psychology, statistical analysis, data mining and marketing mix modeling. He holds a Ph.D. in Communication Sciences from the University of Connecticut. Mark Donovan, CMO + Sr. Analyst, M:Metrics, Inc: Donovan most recently held the position of Senior Vice President of Products at M:Metrics, leading the team that launched the company’s first services in 2005. Before joining M:Metrics, Mark worked for RealNetworks, where he helped define new business opportunities for mobile operators, handset manufacturers and content providers, worldwide and brought mobile technologies and services to market. As Director of Mobile Strategy and later Director of Mobile Services, Donovan helped RealNetworks become the leading global supplier of infrastructure for the delivery of audio and video to mobile phones, and led the team that launched North America's first commercial mobile video services. Prior to RealNetworks, Donovan was a principal in a technology start-up and also served as director of UWired, a University of Washington program that has become an international model for effective uses of technology in higher education. Donovan led development of UWired’s award-winning Catalyst Project, which reinvented the way that innovations in teaching and technology are cultivated, promoted and supported. Mark is a frequent speaker and author on new media and mobility and has more than fifteen years of experience conducting research, data analysis, and modeling for the academic, public, and private sectors. He holds a Ph.D. in political science from the University of Washington, a master's degree in public policy from San Diego State University and a bachelor's degree in business and entrepreneurship from Loyola Marymount University. Bill Tancer, GM, Global Research, Hitwise: Bill Tancer is the General Manager, Global Research at Hitwise. Bill brings 12+ years of marketing, market research and corporate strategy experience to Hitwise. As the GM for Global Research, Bill leads a team of research analysts in the US, UK, and Australia, providing cutting-edge research and insight into online consumer behavior and the application of online competitive intelligence. Bill’s analysis of the online landscape has been quoted extensively in the press, including the Wall Street Journal, New York Times, USA Today, Business Week, Television Week, Forbes Online and CNN Money. Bill is a frequent guest on CNBC, and has been interviewed on MSNBC, NPR, Dow Jones Marketwatch, CNN Radio and CBS Radio. Bill speaks frequently as a keynote and main agenda speaker at industry events such as Web 2.0 EXPO, Searchonomics 2007, J.P. Morgan Global Internet Conference, O’Reilly Money: Tech Conference, Columbia Business School Innovative Marketing Conference, Shop.org, Internet Retailer, Search Engine Strategies, E-tail, Ad:Tech and PhocusWright. Additionally, he is the author of the weekly online column for TIME, “The Science of Search.” He was also named Television Week’s “12 to Watch” for 2008. Bill has served on the board of directors for SEMPO and he is currently on the advisory board for the PEW Internet and American Life Project. Prior to joining Hitwise, Bill has led market research and strategy teams at LookSmart, Zaplet, NBC Internet and Pacific Bell Internet Services. Bill has also covered the Internet sector for Gartner Group as a senior technology marketplace consultant. Bill has a Bachelor of Science degree from the University of Florida in Quantitative Management and a Juris Doctorate degree from the Walter F. George School of Law, Mercer University. Mark Ghuneim, CEO, Wiredset: Mark Ghuneim launched the online and mobile company Wiredset in 2004 after 16 years with Sony Music USA, where he was most recently Senior Vice President for Online Services. In that role, he created and implemented online marketing campaigns and was responsible for Sony Music's online sales. As Senior Vice President of Online & Emerging Technologies for Sony's Columbia Records Group, Ghuneim was instrumental in the careers of artists such as Destiny's Child, Jeff Buckley, Bruce Springsteen, Bob Dylan and Billy Joel. Ghuneim has pioneered innovations in new media as the music industry has evolved during the past three decades. Before joining Sony, Ghuneim was Director of Press and Video Promotion for the legendary independent label Beggars Banquet Records. In the nascent days of music video, he was program director and production manager at the New York City video night club Private Eyes. Ghuneim has moderated numerous panels at industry gatherings and guest lectured at universities in Los Angeles and New York. He has worked as as a mentor with New York University's Leonard N. Stern School of Business. Ghuneim photographs have appeared in publications such as New Musical Express, the British music weekly.