Influence Tracking: Exploring the Complex Conversation between Audience and Brand
Special Webcast

Influence Tracking: Exploring the Complex Conversation between Audience and Brand


26 October, 2010 | (01 hr)

Marketers have been struggling to come to grips with a new model of “Influence,” in which marketing “communications” with various audiences are no longer one-way, but are part of a complex, multi-source, multi-directional conversation.  While marketers are at various stages of success at grasping the implications of this new model and exploring new approaches, the marketing research community is still far behind. The “normal science” of the research community has used survey-based methods that attempt to measure how target audiences are reacting to marketing stimuli.  This is the “advertising tracking” or “brand tracking” we are all familiar with.

New models of “influence tracking” are beginning to explore more accurate ways of identifying different information sources and measuring the interplay of communication between and among brands, consumers and other audiences. Join us as we examine the current state of play in market research, new models and tools available to marketing teams, and what we are learning about the evolving world of market research.

Speakers

Lee Aase

Lee Aase
Center for Social Media
Mayo Clinic

The Mayo Clinic Center for Social Media is a first-of-its-kind social media center focused on health care, which builds on Mayo Clinic's leadership among health care providers in adopting social media tools. Mayo Clinic has the most popular medica... Full Bio

Allen Adamson

Allen Adamson
Managing Director
Landor Associates, New York

Allen Adamson is managing director of the New York office of Landor Associates and author of BrandDigital: Simple Ways Top Brands Succeed in the Digital World and BrandSimple: How the Best Brands Keep It Simple and Succeed. ... Full Bio

Larry Friedman

Larry Friedman
Chief Research Officer
TNS

Larry Friedman has nearly 30 years of experience in research, and has worked on both the client and research company sides of market research.  He has been the main developer of TNS’ models of Brand Equity and Engagement.  He consu... Full Bio

Jonathan Hollenberg

Jonathan Hollenberg
Partner
HawkPartners, LLC

Jon Hollenberg specializes in helping uncover unique insights that will serve as the basis for the development of marketing and brand development strategies. His work often involves developing a fact base among key target audiences that will help ... Full Bio

David Reyes-Guerra

David Reyes-Guerra (Moderator)
Vice President & Chief Marketing Officer

David Reyes-Guerra is Vice President and Chief Marketing Offi cer of The Conference Board.

As a writer, photojournalist, and branding expert, he has directed a variety of programs in a 30-year career spanning corporate positioning and bran... Full Bio

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