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 2010 Wednesday, January 6th 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. Susan Chiu, Director, Business Intelligence Center, Ingram Micro Jay Rampuria, VP of Technology and Telecom Solutions, Nielsen Online Greg Kahn, SVP, Director of Strategic Resources, Optimedia Mike Cooperman, Senior Director, Consumer Marketing and Product Development, J.D. Power and Associates Aseem Chandra, Senior VP of Product Marketing, Omniture Tania Yuki, Director, Product Management, comScore, Inc. John Hoctor, VP Business Development, Navic Networks Mark Ghuneim, CEO, Wiredset, Moderator Greg Kahn, SVP, Director of Strategic Resources, Optimedia: Greg Kahn has worked in the media industry for over thirteen years. In his current role as head of Strategic Insights at Optimedia, Greg melds the discipline of research with the creativity of communications planning to drive custom, one-of-a-kind solutions across all of the firm's clients-including T-Mobile, L'Oreal, Rhapsody, and Denny's. Previously, Greg served as Vice President, Research and Strategy at PHD Media (a subsidiary of Omnicom), where he provided marketing strategy and media allocation consultation to Discovery Communications' 14 networks. Earlier in his career, he co-founded and served as president for filmBUZZ, a market research consultancy for filmmakers and distributors. His experience also includes several years with Showtime Networks, YouthStream Media (acquired by Alloy, Inc. in 2002) and the Kwasha Lipton Group (part of PriceWaterhouseCoopers). Greg has participated as a panelist at many leading industry events including the Cannes Film Festival, Digital Hollywood, and South by Southwest. Over the course of his career, he has appeared as a media expert on CNN and Bloomberg Radio and has also been interviewed by the following print and electronic publications: The New York Times, Los Angeles Times, Variety, The Hollywood Reporter, Forbes, Business Week, Ad Age, Ad Week, Screen International, and Wired. Greg holds a BA in Economics and French from the University of Pennsylvania and an MBA from the Anderson Graduate School of Management at UCLA. Aseem Chandra, SVP of Product Marketing, Omniture, Inc.: Aseem Chandra joined Omniture in Feb of 2008 as Senior Vice President of Product Marketing. He is responsible for the positioning and pricing of Omniture products and services, and articulating Omniture’s vision for online business optimization. Prior to Omniture, Aseem worked at Oracle for 12 years in general management, product and industry marketing, partner strategy and M&A integration roles. He worked on the assessment, acquisition and integration of Siebel, Agile, GlobalKnowledge and PeopleSoft, and helped build the application integration architecture (AIA) group to develop SOA based process integration technologies. Aseem earned a Bachelor’s in Technology from the Indian Institute of Technology, New Delhi and a Master’s in Manufacturing Systems from the University of Texas at Austin. 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). Bill Stephenson, Vice President, Advertiser Solutions, Nielsen Online: Bill Stephenson has been consulting companies on consumer-generated media (CGM) measurement and management since 2001 when he left Ford Motor Company to join an early pioneer in the CGM space called Intelliseek. Intelliseek merged with its main competitor BuzzMetrics which was then acquired by the Nielsen Company. BuzzMetrics joined NetRatings to form Nielsen Online, a division of the Nielsen Co. Since 2001, Bill has worked closely with managers and executives from just about every automaker in North America to help them monitor, measure, and manage the buzz about their company, products and competitors. In January, 2008, Bill took a leadership role and now manages the Automotive and Pharmaceutical sales and client services team for Nielsen Online which counts the top companies in each of these industries as clients. Prior to joining BuzzMetrics, Bill worked for the Lincoln-Mercury division of Ford Motor Company, where he was involved in acting on social media for the Lincoln brand team. Prior to Lincoln-Mercury, Bill spent nearly six years at Nissan North America in various areas of the business including Consumer Affairs, Market Research, Planning, and Dealer Operations. Bill earned an MBA from the University of Southern California, where he focused on entrepreneurship and marketing. He earned a bachelor’s degree in marketing from California Sate University, Sacramento. Bill lives in Orange County with his wife, three daughters and chocolate lab, Buddy. Mike Cooperman, Senior Director, Consumer Marketing and Product Development, J.D. Power and Associates: As senior director of marketing for J.D. Power and Associates’ Web Intelligence division, Mike Cooperman directs all aspects of the division’s marketing and promotion efforts from strategic development to tactical implementation. Mike recently guided the design and development of the J.D. Power Business Center, a centralized Web portal for clients. He has led projects for high-profile clients such as Hyundai, Nissan, Edward Jones, Kyocera and Washington Mutual. Prior to joining J.D. Power and Associates, Mike was a senior account executive at a boutique marketing company in Los Angeles. He previously spent several years working for a private consulting firm. Mike earned an MBA from the University of Southern California and a bachelor’s degree from California State University, Northridge. Tania Yuki, Director, Product Management, comScore, Inc.: Tania Yuki manages comScore’s Video Metrix product, and is responsible for ensuring that online video measurement supports the growth and balances the needs of the online video and advertising industry. Prior to joining comScore, Tania was Head of Content for a leading global online video network and IPTV platform KIT digital (previously ROO Media), overseeing content acquisitions, digital strategy and programming optimization for key publishing clients and content partners in North America, the UK, and emerging markets. She has also worked in Australia in interactive and digital media for Foxtel and began as an attorney who specialized in media and internet law in her hometown of Sydney, Australia. Outside of comScore, Tania is also co-Founder of wimLink, an association promoting entrepreneurship, leadership and professional development for women in media and technology and leads the mentorship program for CampInteractive, a not-for-profit for New York youth. John Hoctor, Director, Navic, Microsoft: brings a unique mixture of engineering expertise and business experience to the Navic management team. John has been with Navic for over five years, and during this time has participated in nearly all facets of growing the company. Currently John is responsible for setting Navic’s strategic direction and executing on a number of Navic’s strategic initiatives. As part of this role, John is responsible for securing partnerships with programmers, distributors, and national advertisers. John also oversees all of Navic’s marketing activities. Prior to joining Navic, John was a founding partner at StartingPoint Venture Partners. At StartingPoint, John invested in numerous early-stage companies, while also serving as a board member and advisor to a number of StartingPoint’s portfolio companies. Earlier in his career, John worked in the Emerging Technology division of AXA Assurance in Paris, France and at Product Genesis in Cambridge, MA. John holds an MBA from Le College des Ingenieurs and both an SM and SB in Mechanical Engineering from Massachusetts Institute of Technology. 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.