Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2008 Wednesday, March 12 12:30 PM - 1:45 PM Session B: 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. Scott Ross, Director, Product Marketing, Nielsen Online Alistair Sutcliffe, Vice President, comScore, Inc. Patrick J. Moorhead, Director – Advanced Marketing Solutions, Avenue A | Razorfish Colleen Soriano, Partner, Group Director, MEC Interaction David Rosenberg, Director of Emerging Media, JWT Kevin Calrow, Program Director, Global Media & Entertainment, Teradata Mark Ghuneim, CEO, Wiredset, Moderator Scott Ross, Director, Product Marketing, Nielsen Online: Scott Ross is Director, Product Marketing for Nielsen Online’s NetView service – the industry-leading source for panel-based projections of site audience, traffic volume, and demographics. In this role, he oversees strategy, global development and marketing across initiatives ranging from interface design, reporting methodology, reach/frequency reporting, classification of sites, and the rules behind crediting web traffic. Recent projects include the launch of new reporting methodologies in three European countries and the development and communications behind the transition from page views to total minutes as the key volume metric for web traffic. Prior to this role, Mr. Ross managed Nielsen Online’s @Plan and AdRelevance products – overseeing strategy/development on such projects as new web interface and reporting of sponsored links. Before joining Nielsen Online, Mr. Ross was a Client Service Director at @Plan (and later DoubleClick) and worked in Account Management at IPG agency Ammirati Puris Lintas. Mr. Ross holds a bachelor’s degree in Business Administration and Marketing from Boston University. Colleen Soriano, Partner, Group Director, MEC Interaction: Colleen Soriano is a Group Director at MEC Interaction leading the online planning and buying for Colgate Palmolive and Energizer Schick. She spent 4 years at online agency Avenue A, where she most recently held the position of Account Director, leading all of the Verizon Communications business. In her role there, she was instrumental in growing the business and the team to become one of the largest digital accounts for that agency. Her knowledge and expertise made me the ideal person to lead the business units as they migrated their spending into online and other forms of new media with resounding success. Before taking on the Verizon business, she developed valuable experience marketing to women on accounts such as L'Oreal Paris and LL Bean, and before that, she spent several years on the client-side, as marketing manager of online fashion retailer Bluefly. Prior to Bluefly, she worked at online agency Organic, where she got my start in the online media world, handling planning and buying for LEGO. I have had nearly 9 years of experience in online marketing, which, in this business, qualifies her as a veteran David Rosenberg, Director of Emerging Media, JWT: David Rosenberg is the Director of Emerging Media at JWT (formerly known as J. Walter Thompson) in New York. Currently at JWT for almost two years, David is focusing on social media, viral marketing programs, mobile, and gaming while utilizing new media technologies to deliver strategic branding solutions on behalf of clients. In addition, David constructed the marketing wire frame for ‘The Nursery’ (thenursery.tv), a creative incubation and experimentation lab that creates original animation content in order aggregate audiences on and offline. In January 2006, David also established a business relationships companies including Google and was able to open one of the early content distribution for-sale stores on the Google Video site. Other important JWT responsibilities include creating strategic partnerships and fully integrated programs including the eBay and Domino’s program (anythinggoesdeal.com) campaign. David serves on the nominating committee for the National Television and Arts and Sciences with a focus on the for Emmy Awards in given in the field of Technology and Engineering. Further, David also served as a presenter at the 2006 Awards Ceremony. David sits on the WPP North American Gaming Advisory Panel, participates in JWT corporate new business projects and leads periodic corporate initiatives including a viral program launched in partnership with The Huffington Post. Prior to JWT, David lived and worked in San Francisco for eight years and finished up as Account Director on Electronic Arts’ flagship brand EA Sports for Odiorne Wilde Narraway + Partners/See Advertising. In this role, David guided the development of the EA Sports brand strategy, ran integrated advertising campaigns, oversaw multiple platform/hardware transitions, served as North American brand liaison, guided a sub-brand launch for EA Sports BIG, participated in overall category growth, online gaming and brand dominance. By playing an integrated role within the Electronic Arts structure, David gained a strong understanding of video game business including design, production, development as well as non-traditional marketing. Earlier in his tenure in San Francisco, David also helped manage brands including Turner Classic Movies, Teva Sandals, Fogdog Sports, Moonstone Outerwear and Excite.com. Before moving to San Francisco, David lived and in his hometown of Miami Beach and worked at InterAction Media Corporation’s Campus INTERaction. At Campus INTERaction, David was involved with the development of college marketing and advertising programs that were supported by a network of interactive kiosks located on major university campuses nationwide. 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. Kevin Calrow, Director, Media and Entertainment, Teradata Corporation: Kevin Calrow is the program director responsible for strategy, solutions and marketing to the entertainment, e-business and media industries for Teradata Corporation. With vast experience in the industry, he has helped many Fortune 500 companies realize competitive advantage by using digital technologies. An integral part of Calrow’s responsibility has been developing and managing the Teradata digital advertising intelligence business. Before coming to Teradata in 2007, Calrow worked at some of the world's leading consulting organizations, including PricewaterhouseCoopers and Cap Gemini Ernst & Young. Most recently, he worked at Tata Consultancy Services (TCS), serving as the practice manager for Eastern U.S. in media and entertainment. His areas of specialty include digital advertising, digital asset management, advertising and circulation technologies, management consulting and business intelligence. Calrow is an experienced speaker and subject matter expert on media and entertainment trends, technologies and economics. Calrow double-majored in management information systems and marketing and earned a Bachelor of Science degree in management from Binghamton University. Patrick J. Moorhead, Director – Advanced Marketing Solutions, Avenue A | Razorfish: Patrick is a specialist in emerging media at Avenue A | Razorfish where he leads R&D efforts and implementations on behalf of the agency’s Advanced Marketing Solutions group in the Central US. As the digital landscape evolves and new ways of accessing content proliferate, Patrick helps clients and staff understand and assess a number of emerging media technologies – whether iPTV, video-on-demand, mobile media and messaging, online gaming, digital signage or RFID (radio frequency identification) – and their practical applications as marketing vehicles. He does this through research and development initiatives that define the strategy, resources, applications, and marketplace opportunities for the agency and its global clients. His day-to-day responsibilities include research, ideation, knowledge management, and industry advocacy. Patrick joined Avenue A | Razorfish in 2005 after spending five years as assistant professor of design at Drexel University’s College of Media Arts and Design. His areas of focus at Drexel spanned a wide range of topics, including commercial publication design, brand marketing, fashion merchandising, and interior design. Prior to that, he was a partner in an advertising agency called Monsoon Microstudios, a web development consultant, and president and creative director of Burroughs/Moorhead Design Inc., a design and strategic consulting company he co-founded. A sought-after expert and evangelist for cutting-edge media technology, Patrick has counseled many executives of the agency’s Fortune 500 clientele, including JCPenney, Kraft Foods, Wyeth Pharmaceuticals, and Starwood Hotels Group. He has presented at numerous industry conferences and events, including ad:tech, OMMA Expo, SXSW (South by Southwest) Interactive, Digital Signage Expo, and Digital Hollywood Media Summit. A prolific writer on emerging media topics, Patrick was a key contributor to the 2006 & 2007 Avenue A | Razorfish Digital Outlook Reports’ and his white papers are widely read in new media and Internet advertising circles. He is active in various industry associations, including the Mobile Marketing Association (MMA), MCA-I (Media Communications Association International), PhIMA (Philadelphia Interactive Marketing Association), The Chicago Mobile Brain Trust / Chicago Interactive Marketing Association (CiMA), the Chicago Association of Direct Marketers (CADM) and is a member of PANMA (Philadelphia Area New Media Association) since its inception in 1995. Patrick holds a B.A. in fine arts and philosophy from Kenyon College and has studied at the graduate level in education, painting, architecture, and interior design. He is based in Chicago, IL. 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.