Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2009 Wednesday, January 7th 1:00 PM – 2:00 PM Track I- RA3 – 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. Debbie Solomon, Senior Partner, Research Director, MindShare Susan Chiu, Director, Business Intelligence Center, Ingram Micro Eugene Becker, SVP, Measurement & Analytics, MRM Worldwide Jon Gibs, Vice President, Media Analytics, Nielsen Online Cathy Hetzel, President, Advanced Media & Information Division, Rentrak Bob Ivins, Vice President of Data Development, Comcast Spotlight Erin Hunter, Executive Vice President, comScore, Inc. Mark Ghuneim, CEO, Wiredset, Moderator Debbie Solomon, Senior Partner, Research Director at MindShare USA: She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency’s clients. She is also part of MindShare’s global Insights team. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley.She has won a number of industry honors. Recently, Media Magazine named her one of the 10 most influential people “navigating the waters of the magazine business” and MIN named her to the “Sweet 16” in print. In 1998, she was named Top Kid Researcher by KidScreen magazine and earlyier, MediaWeek magazine elected her Media Research All-Star, largely for her work in children’s measurement. And Esquire magazine has honored her as a “Woman We Love in Advertising.” She has also won several corporate awards including WPP’s Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson’s White Pea award for media innovation. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future. Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago. You may have seen her articles in Advertising Age, AdMap, Marketing and Media Decisions, the Journal of Advertising Research and the Journal of Media Planning. She sits on the AAAA’s Consumer Magazine and Media Research Committees and chairs the Advertising Research Foundation’s Youth Research Council. She also is part of the Accrediting Council for Education in Journalism and Mass Communication, the body that accredits Advertising programs at colleges and universities. In her spare time, Debbie indulges her creative side through silversmithing. Eugene Becker, SVP, Measurement & Analytics, MRM Worldwide: Eugene is a Senior Vice President in MRM’s Measurement & Analytics practice where he leads the Healthcare vertical and leads the development of dashboarding and optimization tools. He helps clients to institute accountability programs, uncover drivers of performance and spearhead initiatives that produce dramatic ROI gains. Eugene’s analytics experience spans strategy consulting, media optimization, CRM and market research. At MRM Eugene focuses on emerging paradigms in the measurement of digital media as well as cross-channel optimization initiatives. Eugene’s current client lists spans market leaders such as Pfizer, Novartis, Bristol-Myers Squibb, Sepracor and Gilead. His work beyond healthcare includes engagements with Exxon Mobil and Intel. Prior to joining MRM, Eugene led analytics and research for a global blockbuster franchise at Pfizer. As a consultant with DiamondCluster International, Eugene worked with Fortune 500 clients to launch new businesses based on emerging technologies. Eugene holds a B.A. and an M.A. in Economics, both from Northwestern University where he specialized in antitrust economics, game theory and econometrics. Susan Chiu, Director, Business Intelligence Center, Ingram Micro: As Director of Business Intelligence Center at Ingram Micro, Susan Chiu supports IT manufacturers, resellers, and end users with advanced analytics and marketing research consulting. Prior to Ingram Micro, she was Associate Director at Modem Media and supported clients such as Microsoft, Charles Schwab, Sony, Sprint, and eBay. Before joining Modem Media, she held various research and analytics positions with Cisco Systems, Roche, Providian, Wells Fargo, Safeway, and NBC Internet. She has a Masters in Statistics from Stanford and over 15 years of work experience in analytics, data mining, business intelligence, CRM, measurement, marketing strategy and research. She is the author of Data Mining and Market Intelligence for Optimal Marketing Returns (2008 Butterworth-Heinemann, an imprint of Elsevier). Jon Gibs, Vice President, Media Analytics for Nielsen Online: He specializes in research methodology design and development using their wide array of media measurement and market research products. With 10 years of market research experience, Mr. Gibs previously managed the U.S. based survey group for Nielsen Online. Using their suite of MegaPanel products, he has in-depth experience in helping clients develop surveys and methodologies to meet their strategic and tactical needs. Prior to Nielsen Online, Mr. Gibs was an analyst and analytics director at Jupiter Research. During his time there he developed numerous client reports based on primary survey analysis. He specialized in developing analyses merging behavioral and survey analysis to develop further insight into a wide array of online consumer markets. Mr. Gibs received a Master’s Degree in Geography, specializing in spatial statistics, from the State University of New York at Buffalo. His Bachelor’s Degree is from Clark University in Geography. Mr. Gibs’ expertise has been sought out by many news outlets including MSNBC, CNBC, the Investor’s Business Daily, and CBS MarketWatch. Cathy Hetzel is a 27-year cable industry veteran with full P&L responsibilities for Rentrak’s AMI division. She has lead the product development and industry introduction efforts for the company’s OnDemand Essentials product line, an innovation which has changed industry expectations regarding the timely collection of actionable industry business intelligence data. Additionally, Ms. Hetzel’s role as an industry torchbearer for the creation and standardization of enhanced video on demand measurement capabilities has served as the foundation for Rentrak’s development of their linear television measurement system, TV Essentials. Prior to joining Rentrak, Ms. Hetzel had her own consulting practice specializing in business development and marketing, with a focus on introducing new technologies and services to the cable industry including video on demand, interactive program guides and launching new cable networks. Additional cable industry experience includes executive positions at Digital Cable Radio Associates/Music Choice, The Disney Channel, Rainbow Programming Services, Rogers Cablesystems and Cox Communications. In 2007 Ms. Hetzel was featured in Multichannel News special edition on the “Women to Watch” in the cable television industry. She is a frequent expert speaker at media industry events including investment conferences as well as cable, telecommunications and advertising events hosted by CTAM, Digital Hollywood, NAMIC, NATPE, Telco TV and others. She is a participating member of Cable Television Administrative and Marketing Society, Women in Cable and Telecommunications, the National Cable Television Center and Museum, and the Southern California Cable Association. Erin Hunter, EVP, comScore, Inc.: Erin Hunter spearheads the Media Industry Solutions group at comScore Networks, overseeing the provision comScore’s analytical and consulting solutions for key clients. She is a seasoned industry analyst, with a background in marketing, marketing research, statistical modeling, and media consulting. Prior to joining comScore, Ms. Hunter spent more than eight years at Marketing Management Analytics (formerly Media Marketing Assessment), a media consultancy in Westport, Connecticut where she used MMA’s proprietary regression-based methodology to quantify the return to clients on investment in traditional marketing vehicles. Ms. Hunter had responsibility for engaging and growing relationships with numerous blue chip clients, including Clorox, RadioShack, Procter & Gamble, Nestlé Purina Pet Care, and many others. As Senior Vice President, Ms. Hunter led a landmark effort between MMA, Information Resources, Inc. and Nielsen Media Research to measure the ROI of TV advertising on over 1,000 consumer packaged goods brands. The results of this broad study – titled How Advertising Works 2 - were widely published and utilized within the media industry. Previously, Ms. Hunter contributed to the growth of the Coors and Keystone brands while at Coors Brewing Company in Denver, Colorado. Ms. Hunter began her career with Procter & Gamble where she was responsible for the marketing research of many established brands in the Soap and Household Cleaning sectors. Ms. Hunter earned a BBA in marketing summa cum laude from University of Cincinnati. She speaks frequently at leading industry conferences and events, such as iMedia Summits, Digital Hollywood conferences and the Fantasy Sports trade association conference. Mark Ghuneim, Chief Executive Officer / Founder, Wiredset and Trendrr: As CEO of Wiredset, Mark Ghuneim is a new media visionary with expertise in social engagement, technology and behavioral trending as well as marketing for music, television and brands. Mark launched Wiredset in 2004 as a futuristic digital agency with the ability to incubate, create and execute all aspects of digital marketing. Recognizing the need for real time actionable data for his clients, Mark oversaw the development of a proprietary online tracking service that allows for unparalleled visibility into user behavior and market intelligence across a myriad of internet categories such as social networks, search engines and video sites. With headquarters in New York City and offices in L.A. and Seattle, Wiredset services top entertainment properties such as HBO, MTV, Bravo, Comedy Central, ESPN, Oxygen, Atom Films, Virgin Records, Universal Music Group, Sony BMG, and leading consumer brands such as Apple, Microsoft, Puma and Armani Exchange. Prior to starting Wiredset, Ghuneim spent 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. Mark 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 nightclub Private Eyes. Ghuneim frequently moderates panels at top industry gatherings and guest lectures at universities such as NYU's Stern and School of Music in New York City and UCLA in Los Angeles. He has worked as a mentor with the Center of Communications. His work in the Information Securtity Space was feature in Time Magazine and cited by the head of the FBI in addressing national infrastructure vulnerabilities. He has worked with NYCLU and ACLU addressing surveillance in public spaces and Ghuneim’s photographs have appeared in publications such as New Musical Express and the British Music Weekly. Known to many online as Mediaeater, Ghuneim reads 10 print newspapers each morning and 100s online each day in his RSS reader. He resides in the tranquil West Village in Manhattan.